AMELIA PENFOLD

I am the founder of AP Communication, a fashion and lifestyle communications agency based in London.  At the moment we are working on the launch of our clients’ Pre Spring Summer 2025 collections.

We have to believe in a project and its narrative and purpose to get involved. Also, the people behind the project is something that matters a lot to us as a small agency when deciding who to work with. The project I am most proud of is the Launch of Alexi Lubomirski’s 20th anniversary book and exhibition. This project was so special as all the proceeds were going to the humanitarian charity Concern Worldwide. Alexi and his team are so inspiring in their work ethic and commitment to giving back. We are very lucky working with brands that have a social responsibility. Our client CHYLAK raises money for different charities around Mother’s Day every year and this wonderful project with HUISHAN ZHANG which takes place each year to support different causes.   

People! I am terrible at working from home, I thrive off engagement with my team, clients and creative collaborators. You learn so much from others. One of the reasons I love my job so much is the breadth of people we get to work with. Something I am most proud of, being a female founder, is all our clients are female founded or female led businesses. The inspiration that comes from working with these women is immeasurable.

I dress for the day, my days are so varied, from being on set for photoshoots to meetings and events so my outfit choices are driven by the day ahead. In the end, I always fall back on tailoring.

I am wearing a beautiful embroidered shirt from HUISHAN ZHANG’s Autumn Winter 24 runway collection.  As a woman who loves tailoring I have always loved HUISHAN ZHANG’s approach to it, he always finds a way to put a twist on classic pieces, makes simple pieces so special like this shirt.