A career shaped by unexpected turns, bold decisions and a constant curiosity to explore what comes next. Viet shares the experiences, risks and ideas that have shaped her journey in luxury and beyond.
Before we dive into your journey, can you tell us a little about yourself.
I am the founder and CEO of Issa PR, a multi award-winning luxury marketing agency co-headquartered in London and NYC. We are a luxury and lifestyle agency working across art, culture, fashion, music, hospitality and philanthropy.
Iconic brands we’ve represented include: Vogue Italia, Absolut’s luxury vodka, Elyx, Def Jam Records, Warner Music, Davidoff Cool Water for Coty, and The UN, among many other companies. We recently celebrated our 10-year anniversary.
Was working in branding and PR always the plan, or did life take you there in an unexpected way?
When I was younger, I wanted to be a journalist, so I set up and created a newspaper at school. Then I went on to be the Fashion Editor at my university newspaper at King’s College London. Following an internship at EMAP, a prestigious publishing house during my studies, working for various entertainment and lifestyle magazines, I decided it wasn’t as exciting or diverse as I had hoped.
I fell into PR through a recommendation from a friend, which led me to then join and work for a few UK-based firms. Later, I joined an international agency and eventually moved to the NYC office, where I helped to bring in luxury clients like Tiffany & Co, Maserati and Hakkasan, a Michelin-starred restaurant, among others.
You’ve worked with brands from many different industries. Which type of project do you enjoy the most, and why?
It’s always exciting to launch a new brand or product and be involved from the very outset on the brand narrative and visual identity of a company. Following this, launching them to market via PR, events, influencer relations, strategic partnerships and more. Working with legacy luxury brands is always flattering to help reinject or revitalise them in a new, original way.
Emerging brands are equally, if not more enjoyable in creating an identity, story and brand narrative from the beginning. In terms of the work we do, events particularly experiential which is often rare to do, as it requires a large element of risk-taking but Guerrilla Marketing is always fun. In addition to being brave, fresh, and bold, it can move the needle in a different way.
Starting your own agency is a big step. What gave you the confidence to do it?
Founding Issa PR was fortuitous and truly a result of luck and timing. I had been approached to potentially represent Pernod Ricard and Absolut’s new luxury vodka, Elyx but had also been approached by three other independent clients in fashion and entertainment at the same time.
When we won work with Absolut and Pernod Ricard through a competitive pitch against other leading agencies, I set up the agency. Six months later, we tripled in size through hard work, passion and creativity, and were representing a wealth of major companies, including Vogue Italia, Def Jam Records and Davidoff Cool Water, as well as numerous contemporary artists.
Issa PR has just been named Best Luxury Brand PR & Strategy Agency 2026 – USA. When you heard the news, what was the first thing that went through your mind?
We’re always honoured to be recognised and win awards for the agency’s work. This was particularly important, as we are a dedicated brand strategy and PR/Marketing agency. To win this award is a tremendous accolade.
We do a lot of work with new, unknown brands, so it’s meaningful to receive this recognition, which demonstrates that we consistently deliver and have helped to shape success stories (and devised memorable launches) for many clients.
Your team has also been leading conversations about the future of luxury through its think-tank sessions. Why was it important for you to create a space where people can share ideas instead of just following trends?
The think-tank originated from wanting to make a difference in the world and society today. The world is more fragmented than ever before with intense geopolitical fractures, tectonic relationships, and consumers re-evaluating their relationship with brands. This year, we curated and hosted the sixth thought leadership symposium to discuss insights, trends and forecasts.
We’ve worked with leading visionaries, fashion designers, changemakers and editors from Monocle Magazine, Newsweek, New York Times – T Magazine, British Vogue, among others, as well as leaders from Kering, Warner Music, London Design Week & Biennale, NASDAQ, Quintessentially, inspiring photographers, filmmakers, gallerists, artists, creatives and strategists.
Having a macro perspective on the biggest issues and opportunities for the luxury industry actually led to a publishing deal last year to share these insights academically around the world.
You are now launching a book on the Future of Luxury this Autumn. Can you tell us more about that?
The book, which has been signed to a major academic publisher – Cambridge Scholars Publishing, will be an interdisciplinary collection of essays exploring the evolving luxury industry through the lens of cultural relevance, sustainability, digital transformation, and social responsibility.
It will examine how luxury is being reshaped by generational values, immersive technology, ethical expectations, and the decentralisation of brand authority. Luxury is now being defined – not only by craftsmanship but by meaning, identity, and innovation.
Prevalent themes in the book will include: the digital revolution in art, the rise of phygital experiences, the integration of AI in storytelling, photography and filmmaking, today’s role of art, fashion and entertainment, and new paradigms for success.
It was an honour to be approached by Cambridge Scholars Publishing for a book deal, which will feature some esteemed contributors. When we launch shortly, the book will be available in universities, libraries and online all over the world. We look forward to publishing it soon and sharing it with students, and future leaders of luxury.
These days, brands have to do more than sell a product. What do you think makes people truly connect with a brand?
The book details the importance of truly original ideas, a powerful or memorable identity, constant reinvention for legacy brands, and leveraging culture in many different ways today. Innovation is a huge factor; we discuss electric cars, flying cars and high-tech cities around the world, as well as sustainable design and sustainable intelligence.
There has been a clear marketing shift from monologue to dialogue in luxury communications in how to communicate to customers where storytelling has replaced status, and cultural capital is increasingly determined by co-creation, relatability, and resonance. Success today needs to embrace the rise and advent of social media, influencer culture, AI, and video-forward content, which has redefined luxury’s core codes.
We also cover how CSR (Corporate Social Responsibility), ESG (Environmental Social Governance), purpose and philanthropy are critical to build deeper, long-term relationships that move far beyond a simple product. The full ecosystem and essentially building a community is paramount today but this landscape is constantly evolving, so brands also need to be nimble and opportunistic.
You’ve worked with people from different countries and cultures for many years. What’s one lesson those experiences have taught you?
The world is rapidly evolving but most importantly, the people within. Understanding local cultural differences, being flexible around time zones and clearly communicating needs (which can often be lost in translation or through different ways of working. For example, the media in the UK work markedly differently from the media in the US) are all important considerations to execute global or multi-market campaigns.
Every business has difficult moments. When things don’t go as planned, what helps you keep moving forward?
Overcoming challenges, which may include making mistakes, is a vital part of learning, growing and developing. Every business will have moments when things don’t go as planned especially with events but tenacity and determination will strengthen people, and teams. Planning is vital for events and campaigns, as well as ensuring there are contingency plans. For new brands and companies, financial planning and having an open mind is critical to ensure long-term success.
You’ve spent time teaching as well as leading a business. Has working with students changed the way you think about the industry?
Giving back is so important, as well as mentoring the future generation of creatives and leaders. I’m so excited about the book launch, as this will directly inform, mentor and hopefully inspire students working in fashion, art, photography, cinematography and the luxury industry more broadly.
We hope to visit various universities this autumn to speak to students with the book. I look forward to continuing lecturing and teaching, which I previously did at NYU’s School of Business, Stern in New York.
All Photography by Ernesto Roman
Outside the office, what kind of things make you slow down and enjoy life?
I love power vinyasa yoga, as well as listening to (and playing) music. I also enjoy art and culture, and recommend to team members to visit as many galleries, exhibitions, and events as possible for inspiration and creativity.
If someone reads this interview and takes away just one message from your journey, what would you hope it is?
That careers are non-linear and only through trial and error, as well as taking risks, can it potentially bring untold fulfillment and happiness. Also, the world is evolving rapidly, so having purpose or passion in work and life should be considered above all else.
