Discover The Best of San Francisco Fashion in our Style Guide Series!

Meet Aerin Lim and Discover San Francisco Fashion …
Aerin lives in San Francisco and is the Director of Investor Relations at 500 Startups. She works with global investors and partners to raise money to scale 500 Startup’s portfolio companies. ITALIST is one of 500 Startup’s 1,500 portfolio companies and is proud to call Aerin an ITALIST customer.

In our third installment of our Style Guide Series, Aerin shares what true San Fransisco fashion is like, she also shares her must-have ITALIST pieces, as well as travel tips and shopping recommendations in her hometown of San Francisco.

Describe your style…

My style is casual and comfortable while trying to be chic.

What are your favorite go-to fashion pieces?

Italist Style Guide, San Francisco Fashion, Paula Cademartori

Given the chilly weather, San Francisco fashion requires warm staples and layers on hand. I’m a fan of playing up my outfits with a beautiful cashmere sweater. My favorite shoes for walking around the city are my Philippe Model sneakers. Also, at the moment, I’ve been carrying my Chloe Faye for work and my Paula Cademartori Dun Dun mini to have fun with on the weekends.

shop heron preston on italistSan Francisco Fashion: What trends are you seeing in your city?

Italist Style Guide, San Francisco Fashion, Golden Goose

San Francisco prioritizes comfort and convenience over anything else. Given the huge change in the temperature during the day, you always need to bring a layer with you. So instead of Valentino Rockstud sandals, I see Golden Goose or Adidas for sneakers, Acne Studios or Levis for jeans, James Perse or just startups hoodies. And of course, a lot of Patagonia or Uniqlo for layers!

Why do you love ITALIST?

I love the broad selection of brands, and how easy it is to access products at a discount.

What ITALIST piece can you not live without?

Italist Style Guide, San Francisco Fashion, Philippe Model

I scored with these Philippe Model sneakers. They’re classic, chic and comfortable.

Where’s your favorite place to eat breakfast, lunch, dinner in your city?

San Francisco Fashion, Cotogna Italian Restaurant, San Francisco restaurants

I love Freshroll for lunch and this modern-rustic Italian restaurant called Cotogna whenever I’m in the mood for a good Italian dinner! Michelle Obama has even been spotted there!

What’s your favorite design/furniture/etc store in your city?

San Francisco Fashion, Mill San Francisco, Italist styleguide, italist magazine, italian luxury fashion boutique
On the corner of 24th and Chattanooga is Mill. Mill carries women’s clothing, home goods and accessories that are all artfully curated, stylish and unique.

shop heron preston on italist

About the Author

Alex English is the Head of Content Marketing at, building on a lifelong passion for fashion and luxury. After publishing a lifestyle blog for nearly ten years and obtaining an MBA in Milan at SDA Bocconi, one of Europe’s top business schools, he joined the italist team in 2019. His work since then has focused on upper-funnel messaging, brand storytelling, establishing italist as a thought leader in the space, and enriching the customer experience on the platform. Find him on LinkedIn.