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Y + O is a global brand consultancy. 

Founded in 2018, with a simple mission to manifest brands creative vision into business revenue. Key to the Y + O philosophy is to establish meaningful partnerships and alliances, to drive commercial success and maximise business potential. 

The team has over 2 decades of experience with fashion houses. We believe brand success starts from the core of foundation and our approach is with a 360 holistic view and customised service to each project. 

Our expertise includes brand strategy, commercial strategy, concept development, creative direction, international business and sustainability measures. Since the launch, we have worked with over 20 brands and continuously nurture new start-ups with a cradle to cradle service.

Our goal is to assist brands to establish a strong foundation in achieving long term commercial success. 


Meet the founder

Kuo-Fang Yang-O’Connor is a Creative Business Entrepreneur, Mentor and Advisor with over 20 years’ experience across the UK, Middle East, America and Asia in the fashion and lifestyle industry. In 2018, she founded Y + O Lux, an innovative concept which she designed to launch fashion start-ups and upcoming entrepreneurs see their own ideas transform into successful businesses. Working closely with founders and CEOs, she has a distinct talent for identifying emerging individuals who will shape the future of fashion. Her clients include Fabrizio Viti, Catherine Prevost, M Industry London, Elle Taiwan, Zanellato, DeMellier, Apu Jan.


Born in Taiwan, Yang-O’Connor moved to London in 1999 to study at the University of Arts in London.  She graduated with a BA in Fashion Promotion and a BA in Business Management. One of Asia’s few faces in the early 2000’s to make it onto the European Fashion Houses Head Quarters, Yang O’Connor’s drive, determination and passion, proves an exceptional achievement from her cultural background. A member of the British Fashion Council Fashion Trust, Yang-O’Connor is a strong supporter of young design talent with keen eye to scout future talents. Having worked her way to success in management and directorial roles, her reputation in the industry has led her to some of the most celebrated roles within British fashion houses.


2003 saw Yang O’Connor develop her international career with Anya Hindmarch. From International Sales Promoter to Sales Manager, managing franchisee accounts across the Middle East and Asia. In 2010 Yang O’Connor reached a pinnacle in her career, becoming a Regional Sales Manager to Stella McCartney in their Milan based office. In just 3 years, she managed to exceed sales plans within Asia, the Middle East and Oceania.


In January 2013 Yang-O’Connor started a new endeavour, taking a break from the world of luxury and heading up a Copenhagen based contemporary brand Designers Remix and their kids line, Little Remix (now Designers Remix Girls) bringing a Nordic brand to the international arena. Additional to the commercial success, Yang-O’Connor experienced different work ethics and styles that led her to become a rights advocate for working mothers.


2016: Nicholas Kirkwood (LVMH Fashion Group) sought Yang-O’Connor for a Commercial Director role. Her reputation to execute business strategy, increase sales and deliver results, made her a name that luxury brands were looking for.


Since 2018, Yang-O’Connor has been collaborating with charity foundation ‘The Prince’s Trust’, to mentor young entrepreneurs launching their own businesses. She is often invited as guest lecturer in fashion universities, to share insights of how to launch a brand and how to manage work-life balance as a female leader.


In 2020 Yang-O’Connor created ‘#MySmartCookie’, a blog turned podcast spotlighting talented individuals from the creative industries. A passion project for the entrepreneur, ‘#MySmartCookie’ is a platform hosting thoughtful conversations and interviews with a variety of industry professionals. The aim - to share their work on a wider platform.


Yang-O’Connor’s passion extends to interior design, illustration, plant-based cooking and food sustainability. Receiving a certificate in Plant-based Diets: Nutrition & Wellness from Le Cordon Bleu London, she frequently posts unique recipes on her platforms. Looking for fresh experiences in creativity, Yang-O’Connor creates flowers and food from her basic garden in celebration to mother nature and to educate and lead a sustainable life.  


Yang O’Connor’s belief: There are firsts in life and career but the list of achievements for growth and re-invention are endless.

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