2 Years alumni


Athena Choi

Athena holds a Master degree from the School of Design, the Hong Kong Polytechnic University and a Bachelor degree in Retailing, specifying in Fashion Discipline from The University of Wisconsin-Madison, USA. She joined the Hong Kong Design Institute (HKDI) in 2010 as a Lecturer of the Fashion & Image Design Department. She is also the Programme Leader of the Top Up Degree programmes: BA (Hons) Fashion Styling and Photography, BA (Hons) Fashion Hair and Make-up, of London College Fashion, under the University of the Arts, London in collaboration with HKDI. Prior to her academic career development, she has accumulated 12 years of commercial experience in Marketing & Public Relations in Asia Pacific region, focusing on brand building and management of a wide variety of product brands range from international fashion labels, luxury products, to fast moving consumer goods. Currently, she is a PhD candidate at the School of Design investigating the impact of interactive social community on the fashion creativity industry.

Research Title
The Value of Fashion Photography in the Culture of Social Media

Prof. Ming Xi Tang (Chief Supervisor)
Dr. Xiangyang Xin (External Co-Supervisor)
Prof. Raymond Au (External Co-Supervisor)

About the Research
During the past decade, the rise of online social communities, i.e. Facebook, Myspace, Twitter, etc, provided universal and convenient platforms for people to communicate with their member groups. Such online communication platforms have become an effective and powerful mean for creative industry to present ideas and exchange information with their intended users or target groups interactively. The idea of having members in a manageable sized community involving the consumers to step forward as collaboration creates a great opportunity for creative industry to establish their businesses and to enhance their brandings.

This study focuses on the impact of the new interactive visual communication platform on design value, and the sustainability of such innovative form of ‘consumer collaboration’ in Hong Kong’s creative industry. It explores the possibility of this interactive platform being developed into a sustainable channel or a system to bring design (visual based ideas or products) to the end users of a young generation in Hong Kong.