Nestling in for a latte at Hjem, a restaurant burrowed amidst the hustle and bustle of Hong Kong’s Hollywood Road, might tell you everything you’d need to know about the personal style of its co-founder and owner, Elin Fu. Simple, functional and timeless, the space evokes the minimalism of Elin’s Scandinavian heritage; she hails from the quiet town of Hamar, Norway, and has clearly sought to reconstruct a piece of home in the city. Her customers are encouraged to enjoy fika, a coffee break with friends or family and a sweet treat on the side, and to feel hygge, a relaxed, present state of mind.

In a city where so many of us are unable to catch our breath – Elin herself is also the co-founder of the hospitality group Common Abode, and has a large Instagram following who eagerly await her food and travel tips (@always.elin) – Hjem’s serenity and emphasis on the simple pleasures feels like a welcome respite. 

What Elin holds close is clear: comfort, practicality, and an elegance that appears effortless but is underscored by diligence and hard work. PAKT sat down with the entrepreneur to discuss how her values have translated into her personal wardrobe and who she looks to for aesthetic inspiration.

1) Describe your style in 3 words.

Simple, comfy, versatile. I love a style that’s easy to wear and adaptable. My wardrobe is all about having pieces that work for any situation, whether it’s something casual or more dressed up. I go for timeless looks that won’t go out of style.

2) What’s your earliest fashion memory?

My earliest fashion memory is all about my sister. She was always fearless with her style, mixing bold colors, trying out new hairstyles (she rocked everything from pink to blonde), and putting together outfits that were totally her own.

I loved how she could completely transform herself and express her personality through her clothes. She always knew she wanted to work in fashion, and while that wasn’t my path and our styles were pretty different, she really inspired me to experiment with clothes, find pieces that felt right for me, and just have fun with it!

3) Best fashion advice you’ve received?

Accessorise! Since I like to go for simple outfits I’ve really noticed how adding the right accessories can completely transform any outfit. A bag, a watch, or a necklace can take a look to the next level.

4) Less or More?

Less. When it comes to outfits, I prefer simplicity. It’s not about wearing a ton of things at once, but more about creating a cohesive look that feels effortless.

5) Most meaningful item in your wardrobe?

My ASAP Rocky (AWGE) x JW Anderson fluffy faux fur jacket from 2016. It’s a piece I’ve had for years and wear every season.

6) Most-worn item in your wardrobe?

My Louis Vuitton Lockme Ever Mini bag. It’s compact but surprisingly practical – it fits everything I need and more, even my tripod! It also goes with so many outfits, from casual to more polished looks.

7) What is your go to outfit?

On a typical day, you’ll find me in trousers/jeans, a white tee, and a cardigan. The cardigan is a must for me because I never know if it’s going to be hot or cold, so having the option to layer or take it off is key. It’s such a versatile piece – it can completely change the vibe of the outfit depending on how I style it. You can always play with colours, textures, or accessories to mix things up.

8) Current fashion wish-list?

I’m really into timeless bags right now. The Alaïa Le Teckel Medium Nubuck Shoulder Bag is a dream – classic, stylish, and something I know I’d wear for years. I’m also eyeing the Bottega Veneta Hop Large Intrecciato Suede Shoulder Bag for travel. It’s perfect for those long trips where you need a practical but chic bag.

9) Who are your style icons?

Elsa Hosk is definitely a style icon for me. She can rock both relaxed street looks and more dressed-up, polished outfits. I love her Scandinavian minimalism – clean lines, no fuss, and always stylish. Hailey Bieber is another inspiration of mine. She’s got a great mix of casual and chic.

10) Who would be your dream collaborator and why?

I think it would be super fun to collaborate with Gentle Monster on a sunglasses collection. They’re always pushing the boundaries with their designs, and I think nothing would be over the top or out of the box for them.

11) A recent shopping find is…

My sister, who lives in London, has been sending me pieces from Home of Hai, and I’m obsessed! It’s a brand that focuses on feminine, silky silhouettes styles that you can wear again and again and stand the test of time. Their silk pieces are beautiful, and I love that they focus on small batches and sustainability.

I also recently discovered CRUSH collection, a Shanghai-based brand that makes the softest Mongolian cashmere.

12) If a museum asked you to donate one item from your wardrobe that represented you, what would it be?

My By Malene Birger balloon-sleeve blazer. It’s a simple piece, but the silhouette is what makes it stand out. It’s not flashy, but it has this unique shape that really represents my style – minimal but with a twist.

13) What will we never find in your wardrobe?

Graphic tees. I don’t have anything against them, but they’re not my vibe.

14) If you could go back in time, which fashion era would you choose and why?

Probably the 1960s. The minimalist cuts and that mod vibe—everything was bold but still clean and polished.

15) Who would you invite to your dream fashion dinner?

Elsa Hosk, Hailey Bieber, Zendaya, Rihanna, Emily Oberg and Kylie Jenner.

16) What are your favourite tunes to get ready to?

When I’m getting ready, it’s always R&B, soul, and hip hop. My current favorites are:

SZA – BMF, Jorja Smith – Feelings (feat. J Hus), Chicago Freestyle – Drake & Giveon, and Tems – Love Me Jeje.

17) What are your top 3 accounts to follow on social media?

• @jihoon for all the good energy, relatable & genuine content

• @hoskelsa for endless fashion inspiration

• @sannevloet for healthy living tips and wellness content

18) What are your favourite apps?

• Instagram: I’m a content creator so this is the app I use the most.

• Pinterest: Great for creating mood boards and finding new ideas.

• Adobe Lightroom: Essential for editing my photos.

19) What are the last three places you traveled to, and what are the must-visit shops?

Shanghai:
● Must-Visit Shop: Dong Liang Studio
● Why: If you’re into fashion that’s a little off the beaten path, this shop is a must. Dong Liang Studio is all about highlighting Chinese designers who blend traditional elements with modern, edgy aesthetics. You’ll find unique, one-of-a-kind pieces that you won’t see everywhere.

Tokyo:
● Must-Visit Shop: Beauty & Youth by United Arrows
● Why: Hands down, my favorite store in Tokyo! They’ve got the perfect mix of local and international brands, from streetwear to vintage-inspired pieces and sleek modern designs. The Harajuku flagship is iconic (and very instagrammable), but don’t miss the Minato location, it has tons of exclusive pieces and collaborations.

Oslo:
● Must-Visit Shop: F5 Concept Store
● Why: If you’re into Scandinavian design, F5 is a must. It’s all about showcasing the best of Norwegian designers, from laid-back streetwear to elevated, high-end pieces. It’s perfect for anyone who loves that nordic, clean and modern aesthetic.

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