In the bustling world of fashion, where trends come and go like the seasons, Gia Kuan stands out as a beacon of innovation and resilience. The Taiwanese-born, New Zealand-raised founder of Gia Kuan Consulting (GKC) has carved a niche for herself in the competitive landscape of fashion PR, transforming the way brands connect with their audiences. However, while building an empire with lasting impacts, the topic of home and setting down roots is one that Kuan has been toying with her whole life.
FORM: Who are you and where are you from? What is your background and upbringing? How did it impact who you are and what you do today?
KUAN: Who am I? That’s a loaded question. I mean, I have my consultancy firm, Gia Kuan Consulting. I’m Taiwanese-born and grew up between New Zealand, Australia, and eventually, New York. I’ve been a bit nomadic all my life. I think I’ve found my home, at least for now. New York has definitely been the city I’ve stayed in the longest. I’ve been here for 14 years, whereas every other city I’ve lived in was for an average of seven to eight years. But I feel like I’ve finally found home in a way.
Home is where the heart is, and for Kuan, this means there are many homes.
“Thinking about “home” is interesting because, in my mind, there are so many homes. But in terms of a place where I feel the most at home or at peace, New York stands out. The way the city embraces me and how I embrace the city has made New York the place where I feel the most comfortable. I feel like I’ve finally found that sense of home here.”
As Kuan reflects on her journey, she realizes that her sense of home has been shaped by a lifetime of moving from place to place. Each location left its mark on her, contributing to the person she is today.
FORM:What was it like adapting to so many different cultures and environments during your childhood?
KUAN: Moving around so much in my life was both a luxury and a challenge. It wasn’t entirely because of what my parents did, but partly due to that. I was born in Taiwan, which is my ethnicity. I lived there until I was five. My parents, both Spanish majors in college, met there. When I was five, we moved to the Dominican Republic for three years, then moved back. Later, we moved to New Zealand, not for any particular reason, but because my parents were part of the late 90s immigration wave. Many Asian communities moved to the US and Canada in the early 80s and 90s, but we were part of the 1997 wave. By then, the US had started to cap their migration, so many people, including us, moved to New Zealand and Australia during that time.
FORM: What are some of the things you find comforting in new places that help you feel at home?
KUAN: I kind of loved it but hated it at the same time. Moving a lot as a kid meant having to restart your life all over again, make new friends, and learn new languages or cultural differences. But because of those experiences, I think I’ve been able to easily assimilate into new surroundings. Wherever I go, I can always find a few things that give me a sense of comfort that another place might not be able to provide.”
This adaptability and resilience are traits that Kuan also embodies. Her journey into the fashion world wasn’t a straightforward one. Initially, she pursued a law degree in Melbourne, Australia, a path far removed from the glitz and glamor of fashion. However, her part-time jobs in nightlife and luxury retail during her college years laid the foundation for her future career. These experiences honed her skills in event management and public relations, crucial elements in her current role. Just as moving frequently as a child taught the value of finding comfort in new environments, Kuan’s diverse experiences have equipped her to navigate and thrive in the dynamic world of fashion.
FORM: Do you feel like being in New York sort of served as a catalyst for you to find your calling?
KUAN: I think so. I really do. Before moving here, I was in a transitional phase, unsure of what to do with my life. There were three possible directions I could have taken. I was in Australia, unable to find a job a few years after college, going through a quarter-life crisis.
One option was to work for a food magazine, as I had a strong interest in food photography and styling at the time. I had always been interested in fashion, but it seemed daunting because I didn’t grow up with much brand knowledge. My family didn’t care about fashion; we didn’t identify brands or have a strong fashion vocabulary. My mom couldn’t care less about brands like LV, so I grew up shopping at local malls without much awareness of high fashion.
Eventually, I moved to New York, thinking I would give it a try. I attended Parsons, where I truly explored my interest in fashion.
Kuan’s career took off when she joined the ranks of Comme des Garçons and Dover Street Market, where she gained invaluable experience. However, it was her time at Nadine Johnson, where she focused on art, that broadened her perspective and inspired her to launch her own consultancy. Today, GKC represents a diverse array of clients, from fashion powerhouses like Telfar, Luar, and Kim Shui to emerging designers and cultural icons.
What sets GKC apart is its unwavering commitment to discovery and innovation. Kuan and her team are dedicated to deeply researching and understanding their clients, ensuring that each campaign is unique and impactful. Through her extensive work experience and learning various leadership styles, Kuan has shaped herself into a visionary leader. This approach has earned her a reputation as a trailblazer in the industry, capable of amplifying brands to new heights.
FORM: What key lessons did you learn from certain leadership styles that helped you grow both personally and professionally?
KUAN: The work culture back then was very different from now. You had to stay and be present; there was no slack. I was there from 8 AM to 8 PM every day, including weekends, doing whatever I could to stay in the country and excel at my job. It was challenging, but I learned a lot. It wasn’t until five or six years later that I finally felt more at peace with myself and gained confidence. This shift happened a few years before I started GKC.
At that time, I was working with Nadine Johnson at her namesake agency in New York. I had pivoted from my first job at Dover Street Market and Garrison, both of which were incredible experiences. There were a couple of factors at play: I was a bit older, approaching my late 20s. When I started in New York, I was already in my mid-20s, starting from scratch with internships while other interns were 17 or 18. By the time I reached a mid-level position, I was nearing 30. Maturity and Nadine’s leadership style, which was amazing yet intimidating, played significant roles in building my confidence. She had a way of just throwing you in, which helped me grow immensely.
The encouragement from Kuan’s peers played a pivotal role in reshaping her perception of leadership. Their persistent questions, like “Why aren’t you doing this by yourself?” made her reconsider her potential. Despite not coming from a family of entrepreneurs and initially doubting her leadership qualities, their support and belief in her were inspiring. It was through their encouragement that Kuan realized her passion for building and crafting stories, which ultimately led her to embrace the idea of becoming a leader.
FORM: What specific experiences or encouragement from your peers led you to reconsider your potential as a leader?
KUAN: To answer your question, it was through that experience and the encouragement from my peers, who kept asking, ‘Why aren’t you doing this by yourself?’ that I started to consider it.
I had never thought about it before because I didn’t come from a family of entrepreneurs. I always expected to work for someone else my whole life, as I didn’t believe I had the inherent leadership qualities that many leaders possess. I’m a little too nice sometimes, and I’m still working on that. Growing up, I was more of a timid observer rather than the leading voice in the group. With that in mind, I always felt that I needed to grow more of a backbone, not because others were telling me to, but because I felt it myself.
FORM: What specific experiences or changes while working before starting your own business helped you realize the unique skills a good PR professional should have?
KUAN: I guess I realized at that point the skill a good PR professional could have, which I hadn’t noticed before due to my more linear training and the different working environment at the time. I had a knack for connecting people with others who weren’t necessarily part of the press. This was around 2016-17, and the working dynamics were quite different back then.
Giving credit where credit is due is another thing that Kuan excels at. When it comes to the artistic direction of Telfar’s branding, Kuan refers to Babak Radboy.
KUAN: Thank you, but I really can’t take credit for Telfar’s branding and creative genius. That’s something they’ve been doing exceptionally well. Babak Radboy, the artistic director of Telfar, is brilliant in the way he thinks about these things. When I first met with them, they were already ahead of their time. What I was able to do, I guess, was to understand the nuances and subtleties within their language and pair it with the right people and places. They’ve always been like this, but I think they realized, after meeting with many publicists and through trial and error, that it was hard to find a PR consultant, friend, or peer who could get that humor. I’m not the genius behind it, but I can appreciate and support their vision.
To delve deeper into the impact of communication on the fashion industry, Kuan considers how effective communication has transformed the way issues in fashion are addressed today compared to a decade ago.
FORM: What are some specific examples of how effective communication has changed the way issues in fashion are addressed today compared to a decade ago?
KUAN: If you think about it, factual events occur all the time. However, as you all know, even the most neutral news is rarely truly neutral. We strive to do our best with good intentions. How do you make small shifts in this context? By doing so, you can encourage people to think about dialogues they might not have considered before. Fashion is just a vessel for this larger picture.
Consider the topics you’ve discussed. Many issues in fashion over the past decade were previously avoided, but now they are being addressed. This change is largely due to the behind-the-scenes work in communications. Communication is crucial. I was just teaching a summer school program with Free Arts, a New York nonprofit. We taught marketing communications 101 at a basic level. My message to the students was that it doesn’t matter if you work in PR or not; your path is still long, and you have time to decide where you want to go.
As human beings, we are born to communicate. It’s an intrinsic part of our nature and a daily activity. Mastering communication—how to express yourself and position everything around you—is a life skill that can be incredibly beneficial. This summer program uses fashion as an exercise. Even if you don’t choose fashion as your career, understanding the fundamentals will help you see things differently in any field you pursue.
As Kuan continues to navigate the ever-evolving fashion landscape, her focus remains on fostering creativity and authenticity. She believes in the potential of Gen-Z and the new wave of designers to bring fresh perspectives to the industry. With her unwavering dedication and innovative spirit, Kuan is not just a PR consultant; she is a visionary shaping the future of fashion.
