Ye Zi, professionally known as Leaf Greener, a veteran fashion editor-turned-consultant, has launched LiamLeaf, a public relations consultancy firm with Liam Lam, a communication executive based in Shanghai.
The two will provide bespoke strategic communication and brand consulting services to international players in the fields of art, design, fashion and lifestyle, looking to expand their presence in China, as well as help local talents to have their voices heard globally.
In an interview, Ye said the idea of launching her practice came at a time when traditional PR in China felt “all too mechanized.”
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“From what I am seeing, crafted service is missing from the market. More than ever, brands need diversified and cross-industry cultural services to stand out here … On top of the return of experiential economy post-pandemic, there are enormous, unleveraged opportunities in China to reach new audiences and develop new markets in the increasingly blurred space between fashion, art, design and lifestyle,” added Ye, who is known for her bold street style in the West.
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With her more than 20 years of experience in the industry, Ye said LiamLeaf can speak the language of both the international and the local Chinese markets, an ability few possess.
It’s understood that LiamLeaf is in the process of onboarding several key clients for next year. Services it provides include brand strategy, consulting, communications, talent management and experience curation and execution.
A former senior fashion editor at Elle China, Ye is one of the most high-profile Chinese faces in the global fashion industry. She was honored with the top fashion influencer award by WWD China in 2019.
She has worked with Bottega Veneta, Chloé, Loewe, Isabel Marant, Ugg and Lane Crawford on multiple China-related projects, and has served as a judge at major fashion competitions such as the Hyères Festival and the LVMH Prize.
Prior to LiamLeaf, Lam worked as a PR executive at BoH Project, a Shanghai-based communication, creative and branding consultancy agency founded by Mr Porter alum Bohan Qiu. He worked on global brands like Ottolinger, Rombaut and Both, as well as Chinese designer brands such as Pronounce, Rui, Louis Shengtao Chen and Windowsen.