STORY

Amy Lu quickly joined the ranks of Canada’s fashion elite after launching her career in 2001. Her exceptional creativity, passion for fashion, and diligent work ethic evolved into a diverse and accomplished portfolio including actors, super-models, athletes, and musicians. Her adaptability and professionalism led to a very successful career as a campaign stylist for brands such as Anthropologie, Nike, and Timberland, which funded her love of creative and editorial projects. Perhaps it is these that Amy is most proud of, as a freelance contributor for many magazines over her career including Fashion, Elle, and Tatler, Amy was involved in every aspect of the shoot from storyboarding to location scouting and casting. “Conceptualizing and directing shoots remains to be my happy place, I love to create stories and fashion is the glue that links them together. Some of my favorite shoots are creatives shot in the early days of my career when the whole team just went for it.” Amy’s candid approach made her a natural fit for clients seeking a credible opinion on fashion and she was regularly featured in the media as an authority on style; Entertainment Tonight Canada, Breakfast Television, and The Globe and Mail to name a few. Her down-to-earth demeanor worked well for corporate consulting gigs, she was easily able to navigate between the talent and the suits to ensure everyone’s concerns were heard and goals met.  “Sometimes the client is not clear about their image goals and I help them define and refine it.” Amy has a unique process of transformation and image elevation down to a science and brings her fashion expertise and compassion to every single project she works on.  

After more than two decades in the industry as a freelance fashion editor and stylist, Amy decided to go back to school and expand her skillset and creative voice. In 2022, Amy completed the photography certificate program at UCLA where she was able to deepen her understanding of the craft. Amy is now focused on projects that combine her love of styling and photography. As she reflects on her career, she notes that “I have always taken notice of people’s style and self-expression- it’s another language and I can understand and interpret it. I love being a part of highlighting style and beauty-it’s my purpose.”

Amy lives in Los Angeles, California.

After graduating high school and backpacking around Europe and Asia for more than two years, Amy returned home to Canada to study Marketing and Economics followed by a brief internship with a designer in New York. The globe-trotting left her with a unique understanding of diverse beauty and style that continues to influence her work. She credits the internship with flipping her switch. “Interning gave me a glimpse of the Stardust  in the industry and the grind that defines it; I was hooked from my first shoot!” Completing a Fashion Merchandising Program in Vancouver cemented her desire to be a stylist. “It all fell into place pretty quickly from there. I lucked out with a project for Vanity Fair while still in school with celebrity photographer Art Streiber, and that experience gave me the confidence I needed to go for it.”