SoHo epitomises the unqiue boutique. Around every corner there is a new designer popping up providing fresh, quirky and innovative fashion design. Of all these boutiques, Fang Fong offers the most one-of-a-kind piece, which embody “cool vintage with twist of haute couture”.

Laifan, the owner and fashion consultant of Fang Fong is a charismatic lady with a warm demeanour; she is like your older sister in the world of fashion. She won’t sugar coat her words if she thinks a garment doesn’t look good on you, but like all great stylists she’ll gently guide you towards an outfit that will work perfectly on, and then teach you how to accessorise and dress it up so you’ll cause a few traffic jams on your way home. Laifan can credit her precise eye for fashion to her education in the Polytechnic University’s School of Design, and nearly a decade’s worth of experience working in the fashion industry.

Drawn to the freedom of SoHo in the 90s, and the sense of style that was infused into this diverse district, Laifan wanted to open a fashion store for the people of this neighbourhood. Noticing the professional women who occupied SoHo, she wanting to provide clothes for them that were beyond the standard business suit, and so Fang Fong was born. This led to her own collection and a devout group of regulars who come for her advice as well as for her clothes.

This fashion savvy entrepreneur tells me that Fang Fong Project signifies that Fang Fong is about three different projects: ordering, designing and tailoring a garment for an individual client. She stocks her own collection of designs, as well as brands that are otherwise unavailable in Hong Kong. As Laifan explains, "My designs aim to make avant garde fashion accessible to women on an everyday basis."

Indeed as we chat about fashion and faux pas, one of Laifan's regular customers pops into the store. Laifan swiftly throws herself into action after a polite apology, and directs her customer towards a black structured dress made from a wool that is light, yet stiff enough to hold a slight tulip shape. Patiently, Laifan explains why this cut and fabric works on the woman’s form, and how to wear it to best accentuate her shape.

From their conversation, it is immediately clear that Laifan knows what she’s talking about. Drawing references from fashion history as well as contemporary examples, she educates us on why this style is fashionable now and how an everyday woman, like her customer, can interpret it to make it work for her. While her costumer tries on another dress, Laifan talks about the excitement of watching fashion evolve over the last ten years into something the public really care about and the necessary evil that came with it. That is, with greater demand for the latest trends to be available as quickly as possible, quality has been compromised for quantity. Laifan tells me that this is the very reason why she prizes attention to detail, fit and fabric choice with her designs.

As I leave, something that Laifan said sticks out in my mind: “Fashion isn’t about hounding after the latest trend to walk the runway. It’s about an interpretation of that to make it work for you, because that’s style, and style is what stays with you regardless of the fashion you cloth your body with.”