Media & Marketing

Federico Tan

Cultural connector Federico Tan is always five steps ahead of the game. Though he prefers to stay behind the scenes, Tan has been involved in some of the hottest art and fashion experiences in town.


Federico Tan’s phonebook reads like the who’s who of the fashion and culture scene of Hong Kong. Backed by a professional career spanning 20 years working in the fashion industry, specifically in marketing and communications, Tan has worked with leading fashion and lifestyle brands including Sacai, New Guards Group, Farfetch, StockX, Matches Fashion, LVMH, Adidas, Jimmy Choo and Belowground. He has collaborated with some of the biggest stars in music too, including Pharrell Williams, whom he considers a friend.

More recently, Tan has taken on marketing projects in the art world working alongside Galerie Perrotin for regional projects with artists like Madsaki. In 2019, he supported Takashi Murakami for Murakami vs Murakami––a major exhibition of the Japanese artists' work taking over all the art spaces in Tai Kwun. In June 2021, Tan worked with Futura and AllRightsReserved to debut Futuraland, the US graffiti artist’s largest public installation to date at the Landmark Atrium. His close working relationship with AllRightsReserved has also led to various KAWS:HOLIDAY projects.

Then in October, he played a key role in Jimmy Choo’s launch event at Belowground for its collaboration with the New York-based artist and designer Eric Haze and Japanese fashion icon Poggy, bringing the city's style savants out in force. Prior to launching his own company, Tan was the head of marketing in Asia for Diesel and helped launch the brand in China.

(Photo: Affa Chan)

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Did you know?

In 2005, Federico Tan helped launch Diesel in China and enabled the brand to stage its first ever fashion show in Shanghai. The event also marked the first time that musician Diplo played in China.  

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