Yuanyuan is the Founder and Owner of YYO, an exclusive agency for top photographic talent – both Chinese and international – that provides brand analysis, visual positioning, creative concepts, art direction, media placement and public relations. YYO works with all of the top publications you can name (Elle, Vogue, Harper’s Bazaar…), from the creative planning all the way through to post-production. YYO was the creative partner for last weekend’s Photofairs Shanghai, so we caught up with Yuanyuan to chat about this year’s iteration – but also about her own career, life and story. From her hometown in Henan province to London and back to China, Yuanyuan’s experience is quite a tale in the world of fashion. We met Yuanyuan at her studio on Huangpi Road to talk more. How did you move from student to photographer to business owner? And what is your advice to those thinking of starting their own creative business or brand in China?
I think it was the childhood influence from my parents. I grew up in Zhengzhou, Henan province, with parents who were always interested in the outsideworld, in travel, in fashion and lifestyle. I remember we had so many magazines at home; my mum was reading ELLE magazine 30 years ago, and my father always took our …
