We catch Czai Sunga at yet another crossroad of sorts. Summer, Central Saint Martins, London—ranked number one among fashion schools around the world. She’s in the middle of her coursework studying art direction, professional styling, fashion journalism and digital marketing for fashion. “I’m already experienced in all these areas,” she says. “But I wanted to see what else is out there, get new ideas from the best in the industry... and of course, I just love hanging out in London.” She throws in that last cheeky bit with a grin. The whole thing says a lot about her: endlessly motivated, but not without enjoyment in what she’s doing.
“London is special because this is where it all begins—in the streets of London.” Over Paris and New York, Czai chose London for its multiculturalism. “Even after the whole Brexit shebang, I still know and feel how much this city is all about diversity, arts, and fashion. It’s a city that celebrates its people like no other,” she says. “It also has so much to offer in terms of galleries, exhibitions, events, markets, parks.”
IMAGE Electric Sekki
The Electric Sekki showroom in Hong Kong.
After London, she’s scheduled to fly back to Asia to apply what she learned in both her job and in her personal passion projects. Currently, Czai holds the position of senior public relations and marketing manager for Electric Sekki, a fashion distribution and PR company headquartered in Hong Kong. The company selects and develops brands and sells them to retailers in China and Southeast Asia.
“It’s an interesting business model that develops unknown brands to have presence in the Asian market,” says Czai. Some of the retailers Electric Sekki supplies include Lane Crawford, D-mop, and I.T; it also partners with Christian Louboutin, Hackett, and Havaianas, among others.
A look from Ellery's Fall Winter Collection, one of the brands Electric Sekki carries to retailers.
Czai’s role initially covered working with stylists, bloggers and celebrities, getting them to wear her brands to events, concerts and TV shows like Asia’s Next Top Model. Later on, it progressed to organizing Asian press for events like Paris Fashion Week and the Mercedes Benz Fashion Week in Australia.
How does Czai survive in an industry that has often been described as cutthroat? According to her, it’s first and foremost about building relationships. “Whether that’s between a sales manager and a buyer, a PR rep and a journalist, or a stylist and celebrity, it’s about having those professional relationships where they trust that you are [going to deliver] what you say you will.”
IMAGE Electric Sekki
In an industry known to be unforgiving in terms of sales targets, deadlines and deliveries—all on top of creative demands—Czai seems to be getting the balance right. “Most people just dismiss it because they don’t understand the whole process,” says Czai. “It’s creative, and it reflects our times—it’s art, it’s news, it’s also a journey.”
Read the rest of the feature inside our November issue here.