Leon Haasbroek: Crafting South Africa’s Fashion Narrative

Leon, the Director and Founder of LJHPR and the co-founder and Booking Director of HAGO Consultancy, has been a pivotal force in the South African fashion industry for over 15 years. His work sits at the dynamic intersection of creativity and commerce, showcasing the potential of South Africa’s fashion

scene to a global audience. Leon’s influence permeates the industry, from nurturing emerging talent to orchestrating high-profile events, such as LJHPR’s presence at South African Fashion Week.

What I love about fashion, it not only drives creativity, but gives us a non-verbal communication about how we present ourselves to the world.”

Leon’s dedication to nurturing young talent goes beyond traditional promotion. Actor and designer Sandile Mahlangu notes, “Leon actively mentors and guides emerging designers, imparting his wealth of experience and industry knowledge to help them navigate the complexities of the fashion world. By opening doors and fostering connections within the entertainment industry.” Joey Hunter of FORD Models elaborates on Leon’s remarkable abilities within the modelling industry – ““What I most admire about Leon is his visionary ability to look at a young man or woman and foresee theirfully developed potential, much like a painter who envisions the final masterpiece on a blank canvas”. His mentorship is deeply rooted in a genuine commitment to fostering the next generation of fashion talent.

Leon’s role as a tastemaker combines artistry with intuition. He crafts campaigns that inspire and captivate, extending beyond management to becoming a curator of dreams and an advocate for creativity. JJ Schoeman, Creative Director and Founder of JJSchoeman Atelier, affirms, “Leon’s heart for fashion is in the right place. True friendship in the Industry goes a long way.”

Natalia Fernandez from SA Fashion Week highlights Leon’s dedication to promoting South African designers. “While many may focus solely on international brands or trends, Leon’s dedication to showcasing and supporting local talent shines through.
His ability to organize and coordinate top South African influencers to attend Fashion Week not only elevates the profile of the event but also provides invaluable exposure to designers who might not otherwise have such visibility.”

Leon’s journey has not been without challenges. Lynne Smillie, Director of Operation Sectors at The Department of Trade and Industry in South Africa, recalls meeting Leon during the 2019 COVID-19 pandemic. Despite facing severe business-related stresses, Leon remained positive and resilient, demonstrating his determination to continue in the face of adversity. This tenacity has earned him respect throughout the industry.

Leon’s exceptional work ethic, compassion, and integrity make him a treasured collaborator. Jenny Valsecchi, Artist Manager & Entertainment Agent at About Entertainment, praises him, saying, “These traits together with his immense compassion, humanity, and integrity make him a treasure and an absolute treat to work with and just generally to be around.”

David Lim, Chairman of Superlook China, emphasizes Leon’s impact on the industry’s growth and diversity, particularly in expanding opportunities for African models seeking international representation. Leon’s efforts have significantly contributed to the global visibility of African talent.

Leon’s influence extends into creative collaborations beyond fashion. Jules Harding of GoodLuck recounts working with Leon on their PR campaign for the album “The Nature Within.” Despite stepping outside his fashion expertise, Leon achieved remarkable results, showcasing his versatility and creative vision.

Leon’s hands-on approach sets him apart in the digital age. Jane Celliers of Ice Models notes, “Leon finds the time to personally come to your office for a meeting as opposed to a Zoom meeting. He is passionate, professional, and fiercely protective of the influencers and artists he represents.”

Content creator and TikToker PD Jokes speaks to Leon’s profound influence on his career, enabling him to sharpen his fashion sense and gain access to the industry’s inner workings. “Over the past five years, Leon’s mentorship has enabled me to attend major fashion weeks and collaborate with well-known brands such as SPCC, Maxhosa, and others.”

Leon Haasbroek’s contribution to the South African fashion scene is nothing short of remarkable. His visionary leadership, dedication to nurturing talent, and unwavering commitment to promoting local designers have solidified his position as a key figure in the industry.

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