My career in fashion journalism, branding, and marketing began in my second year of university with a fashion and lifestyle blog. More than just a creative outlet, it was an experiment to see what I could build. With a strong fashion sense that influenced my peers and a keen eye for trends, I wanted to explore my potential.

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Through blogging, I connected with industry professionals, attended events, and built a network. One event led to my first job in media relations at a fashion e-commerce platform, where I learned to bridge brands, journalists, and audiences, honing my communication and relationship-building skills. With my sights set on fashion media, I used my blog as proof of expertise, securing a role as Fashion Editor at STYLE-TIPS—the start of my journey in fashion journalism and content strategy.

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Fun Fact: I lived in Australia and the UK before returning to Hong Kong, where I was among the first wave of fashion bloggers in the metropolis.

At STYLE-TIPS, I had the freedom and responsibility to shape the brand’s voice as part of a small team of seven. I played a key role in developing fashion and luxury content, helping attract clients and fuel expansion. As we grew into a 30-person team with an in-house studio, our content strategy remained central to our success.

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Beyond writing, I took on multiple roles, from model styling for editorials to interviewing celebrities at press events and editing videos on-site for social media. This experience has sharpened my versatility and adaptability in a fast-paced media environment.

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Our audience consisted of local young professionals reading in Chinese, requiring content that was culturally relevant, engaging, and market-driven. Balancing creative direction with audience needs, I refined my ability to tailor messaging for a specific demographic while maintaining a strong luxury positioning.

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Fun Fact: Before soft marketing became the norm, we were already doing it—which, at the time, meant putting me in a lot of our paid content.

Seeking new challenges, I joined Lifestyle Asia, a leading digital luxury publication in APAC, targeting an English-speaking audience of expatriates and internationally educated professionals. Based in the Hong Kong headquarters, I started as part of a two-person team during a transition, contributing to regional editorial strategy and writing content shared across four APAC markets, ensuring a cohesive brand voice across diverse audiences.

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During my time there, Lifestyle Asia was acquired by German media powerhouse Hubert Burda Media, marking a significant milestone in the company’s expansion. This role honed my adaptability and collaboration skills, as I refined my ability to tailor content for regional markets while maintaining editorial consistency. Working with teams across different cities, I ensured our content resonated with local audiences while staying aligned with the publication’s luxury positioning.

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Fun Fact: I led a successful integrated campaign for La Prairie while 7 months pregnant.

At CLOT, I transitioned from editorial to brand storytelling, shaping narratives for a global streetwear audience across Mainland China, Hong Kong, Taiwan, and the U.S. Based in the Hong Kong headquarters, I worked closely with designers, PR teams, and marketing executives, translating abstract creative concepts into compelling brand stories and shaping press strategies, social media content, and campaigns.

Beyond copywriting, I managed key projects like the CLOT x Nike Trading Card Collection, overseeing copy, design, production, and logistics. As part of the 20th Anniversary Exhibition Committee, I helped curate two decades of brand archives into thematic collections and collaborated with vendors to localize exhibition materials for the mainland Chinese market.

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The final week before the launch in Shanghai was intense—I spent days working until 3 am on-site, but the experience was deeply rewarding. Despite the exhaustion, teamwork and collaboration made it an unforgettable experience as we pulled together to bring the exhibition to life.

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Fun Fact: I started a plant community in the office, where my colleagues began growing plants propagated from mine.