Esterina is currently the Director of Retail in Asia (part of Bluebell) and is in charge of the media brand operations including content selection, curation, edition, and media strategy. Additionally, she is involved in communication and ESG projects for the group. She is also Chairman of the Retail Committee and Vice-Chairman of the Women’s Leadership Network of The Italian Chamber of Commerce.



Prior to Retail in Asia, she taught media and business communication at the university level, and worked for Italian companies in fashion and tourism. She is often invited to share her social semiotic perspectives on luxury and fashion branding in different public and private institutions. She holds a PhD in Applied Linguistics from The Hong Kong Polytechnic University, where she is a member of the Research Centre for Professional Communication in English. She is also Junior Adjunct Professor of Intercultural Communication and Language Variation at the Department of Studies on Language and Culture of the Universita’ degli Studi di Modena e Reggio Emilia, Italy. Her research interests include luxury and art, luxury and space, luxury and ESG, country of origin effect and language use, retail experience, intercultural communication. She also holds a M.A. in Foreign Languages for Business Communication from the Universita’ degli Studi di Modena e Reggio Emilia (Italy), a B.A. in Language Mediation from the Universita’ degli Studi della Calabria (Italy), an Executive Education Certificate in Social Entrepreneurship from INSEAD (Singapore).

Elena Raho graduated from Industrial Design at the Polytechnic University of Turin – Italy, and has since developed a great passion for lifestyle products creation while cultivating a deep interest in all philosophical aspects of design thinking.
She began her career at Fila and has since then gathered expertise at other major renowned fashion brands such as Adidas and Armani. Early in her career, Elena travelled to China for her work in design and development. She fell in love with Asia and settled in Hong Kong to develop her business venture teaming up with multi-cultural partners in Europe and Asia.
With Elena’s global perspective on fashion trends and technical know-how in product development, marketing and sourcing, HERE FASHION HUB has developed beyond expectations, evolving into a broader platform concept for the future lifestyle and fashion industry.

AJ Mak is the Founder and CEO of Chain of Demand, a predictive analytics company targeting the fashion industry.  Their proprietary AI algorithms leverages big data to predict market demand for fashion brands, empowering them to minimize inventory waste and maximize margins.

His background is from the apparel supply chain field hence their specialization in the fashion industry.  AJ graduated from Carnegie Mellon University with a bachelor of science in Decision Science.