Eyes On Sustainability: Leading the way

^{Xenia Glutz von Blotzheim}

Equipped with a fashion management and marketing degree from the London College of Fashion, I gained extensive marketing and communications experience in various large and small lifestyle, fashion and luxury and sportswear companies in Paris, London and the US. What I connected with most was the topic of branding; the power of brands to create a loyal following, to get attention, to touch people. The emotional connection brands can create with their audience.

When I joined Mykita in 2008, as director of marketing and communications, the company was only four years old but had a strong foundation and many ideas. The task was to build the brand from the ground-up, with the key challenge being to form the brand and make it known to the global audience. This expanded into creating and leading the global brand department. In 2021, the transition to heading up corporate social responsibility (CSR) was made possible, for which I am very grateful.