Liberty, Enthusiasm, Aesthetics, Fantasy. Unlike traditional print magazines, the LEAF WeChat magazine doesn’t follow rules in terms of format and frequency. Nor does the magazine discuss fashion trends and gossip. “It’s about design theories, [and] about ethics,” Leaf Greener said in our interview. “We believe in slow fashion and publish articles whenever we find right angles and themes.”
Leaf Greener, the former Senior Fashion Editor of Elle China and Founder of LEAF WeChat Magazine, is a Chinese fashion influencer and creative consultant with more than 300,000 followers on Instagram. A rising star in the Chinese fashion industry, Greener has shown her talent in not only styling modern chic looks, but also in discovering the values behind fashion designs.
After graduating with a degree in fashion design, Greener didn’t choose to pursue a career as a fashion designer. “I was more interested in doing the work behind the scene, like writing articles,” she said. In 2007, she decided to work for Elle China and made the move from Beijing to Shanghai where the headquarter’s of the magazine is based. Having lived and worked in two of the best-known cities in China, Greener told me that she felt like the vibes between the two cities were just so different. “It could be like two countries sometimes,” she said. She later explained that this difference was revealed to her as a versatility of Chinese culture between the North and South.
As a fashion journalist whose work has been featured in publications such as Vogue, New York Magazine, New York Times, and Elle, Greener expressed her concern about fashion journalism today in our interview. “Journalism [has] vanished, fashion [has] failed, and we are living in a fake-news era,” said Greener. “It makes me sad.” She added, “We can’t write something without responsibility, just as jokes.” The media, in her opinion, is a vital means of education. “Before, we knew things by talking to people around us and reading; now, we learn from the TV and social media.” She’s aware of the need to make fashion more approachable through the media. As she said, there’s a gap regarding the notion of fashion between insiders and outsiders.
When discussing her experience in fashion journalism, she stated: “I was trained as a fashion designer at first, [so] I know how the fashion industry works. Later on, as a fashion editor, I got to know where the creativity of fashion comes from.” How has Greener’s stint at Elle China from 2008 to 2014 influenced her ideas about fashion journalism and the industry as a whole? “I was trained professionally. Thanks to the training, I have been equipped with the skill, taste, and knowledge. [And] I really appreciate the chance to work with creative artists and other editors.”
In 2015, Greener founded the LEAF WeChat magazine and switched her focus to digital media. “Our magazine is based on [a] social media platform,” she said, “and I want to reach out to [a larger] audience.” When asked about the role of social media in the world of fashion nowadays, she said, “it’s more democratic.” However, she pointed out that luxury businesses today haven’t fully taken advantage of digital platforms and social media. “There [is so much] fake news and a lot of brands are focusing on the quantity not quality,” she said, “but luxury is kind of exclusive and private, which is focused on the quality not quantity.” Yet her confidence in the industry was also conveyed as she continued. “It’s a process. Luxury [businesses] may develop too fast and they need some time to be more cautious.”
Having traveled around the world and appeared in many photographs at ultra prestigious fashion events, Greener shared with us her personal style, philosophy, and favorite cities. “My style is pretty playful and I enjoy playing with my wardrobe,” said Greener. She attributed her unique personal style to her own personality and interpretation of social connections. “I [dress] like my personality, which has multiple layers. And when I go to different social occasions, I will dress differently based [on] my connections with [the] people present.” In terms of the places she has enjoyed visiting most, Greener has given her heart to Rome, Tuscany, Paris, and Shanghai. One thing she must do whenever she goes to a city is to visit the food market there and experience the local culture. Greener is also passionate about visiting local museums, galleries, and churches. Earlier on the day of our interview, Greener had just returned home to Shanghai from a trip and would soon hit the road again to attend a festival that supports new talent in the fashion industry held in Hyères, a prominent city in Southern France. Greener mentioned it would be her third visit to Hyeres, and that last year she was one of the judges for the festival.
In the end, Greener said that she is now kind of in an “in-and-out” status regarding the fashion business. Recognizing the fact that fashion is the second most polluting industry globally, she advocates the idea of slow fashion and hopes more people won’t just express sentiment to “protect our planet”, but act upon it. “I am glad that I can choose something that is very meaningful and helpful for the society,” said Greener.
Follow Leaf Greener on her Instagram Account and personal website.
Images Courtesy of: LEAF WeChat Magazine
