Fortune Favours The Boh
Female Singapore|November 2020
Fashion PR, writing, modelling – bohan qiu has tried his hand at all of them. In a way, the Shenzhen-born 26-year-old exemplifies the contemporary fashion multi-hyphenate with his latest turn being the entrepreneur behind boh project, a PR and digital content agency based in Shanghai. Founded last year, the company is already staking a claim in the chinese fashion scene, counting clients that range from giants (calvin klein, selfridges) to emerging names. Among the latter is the fashion and art presentation platform Xcommons, which made global headlines in march for producing a virtual reality presentation for the chinese labels Xu Zhi, Andrea Jiapei Li and Roderic Wong, and garnering over 4.8 million visits within the first day. So who better to speak to for insights into the fascinating, fast-moving and growing chinese fashion industry?
Keng Yang Shuen

WHAT’S THE STORY BEHIND DECIDING TO START YOUR OWN COMPANY, AND IN THE PR/CONTENT CREATION ARENA SPECIFICALLY?

“I have always been interested in many different spheres in the industry, be it writing, branding, PR or producing content. And I’ve always wanted to combine many of the elements together on one single platform. I remember when I was in PR, I would often receive materials that I thought wouldn’t resonate in our local markets as much as they would in the West. In the industry today I believe good content and good PR needs to go hand in hand. That’s why I wanted to start this agency that allows us to communicate the brand’s message in a meaningful and impactful way, but also participate in the creation process as one of the collaborators. I believe (that this is the best way in which) we can create truly powerful messages that resonate everywhere.”

YOU’VE LIVED IN MANY COUNTRIES AND STUDIED JOURNALISM AND POLITICS INSTEAD OF FASHION. WOULD YOU SAY THAT’S PLAYED A KEY ROLE IN YOUR TRAJECTORY IN FASHION?

“Maybe! I was born in Shenzhen, which is a very new city – very open to new ideas without having a lot of historical baggage. I have been interested in politics, fashion, art and even food, so I was never satisfied with just doing one thing. When I founded the agency I wanted to keep it open and not confine it to a single category. Many of us from the new generation of fashion workers are all talented in multiple ways and don’t want to be labelled as only one thing. I wanted to create a community with like-minded people who are interdisciplinary and open-minded. Only through that can we nurture new ideas and new forms of fashion.”

WHY CHOOSE SHANGHAI AS THE BASE FOR BOH PROJECT?

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