Shaway Yeh is one of the most influential fashion media leaders in China and a pioneer of the sustainable fashion movement in Asia.
Yeh founded Yehyehyeh in 2017 to advance the sustainability agenda in China across R&D, marketing and supply chain innovation and she has since expanded her mission to other markets in Asia. Her Shanghai-based agency has developed environmentally and socially responsible strategies for clients such as the Kering Group, Woolmark Company, Erdos and Shanghai Fashion Week.
Having earned Harvard’s Corporate Sustainability and Innovation Graduate Certificate in 2019, Yeh is considered a gateway for international fashion companies looking to improve their sustainability credentials across the APAC region. The Global Fashion Agenda appointed Yeh as special adviser to the Copenhagen Fashion Summit in 2018 and the next year Yeh launched the Shan Future Forum, an annual event in Shanghai featuring speakers from companies like Louis Vuitton, Diesel and Alibaba’s Taobao and Tmall Group, international organisations such as the Ellen MacArthur Foundation and innovators and entrepreneurs across Asia, supported by the likes of Nike Move to Zero.
While she was editorial director of Modern Weekly, Yeh rose to become the group style editorial director for the magazine’s parent company, Modern Media, and was later appointed international creative director of the company when the group rebranded as Meta Media Holdings in 2022. Under Yeh’s tenure, Modern Weekly became a unique proposition among Chinese fashion and lifestyle publications by projecting a progressive, edgy lens onto a highbrow magazine format with a weekly circulation of over 900,000 readers across the country. She was also in charge of the creative development of the group's venture Modern Mobile Digital Media. In 2017, Yeh was appointed co-creative director of global video platform Nowness, after a joint venture was formed between Modern Media and Dazed Media to acquire a majority stake in Nowness.
Born in Taiwan, Yeh was educated at New York University and began her career as the fashion director of GQ Taiwan and also co-founded independent style magazine Arude while still in New York. In 2003, she moved to Shanghai in preparation of the launch of Vogue China before shifting to Prada to helm its communications team in the region.
As a key opinion leader on fashion, design and sustainability, she has been invited to speak at industry conferences and events for companies and panels such as Walpole British Luxury, Hong Kong Art Fair, Rado Young Design Prize, Asian Wall Street Journal Innovation Award, and more.
As a curator, Yeh has worked with the China Central Academy of Fine Arts (CAFA) as well as luxury department store Lane Crawford on special exhibitions. In 2013, coinciding with the launch of Modern Media's breakthrough fashion app iFashion, she curated a special section “Fashion Films from China” for ASVOFF at the Centre Pompidou in Paris.