About Erica Loi
Erica Loi is a boutique brand partnerships advisor specialising in children's and family brands, based in the UK. Over 15 years across luxury fashion, publishing and children's media, including Senior Fashion Manager Europe at British Vogue and Commercial Director at Lemon Magazine.
Last updated: 5 August 2026
Erica Loi advises children's and family brands on where to focus their partnership effort: which audiences to reach, which publishers and platforms are worth the budget, and which relationships will still be useful in three seasons' time.
That view comes from having sat on the media side of the table. At British Vogue she managed European luxury fashion partnerships; at Lemon Magazine she ran commercial strategy for a children's title. She knows how publishers price a deal, what editors actually respond to, and where brands routinely overpay.
The practice is deliberately boutique. Erica Loi works directly with a small number of brands at a time, takes no commission from the media side, and is not a creative agency, campaign producer or sales representative for any publication.
What is Erica Loi's professional history?
Erica Loi has worked for over 15 years across luxury fashion, publishing and children's media. Her senior roles are Senior Fashion Manager Europe at British Vogue and Commercial Director at Lemon Magazine, and she now runs an independent brand partnerships advisory from London.
Brand Partnerships Advisor
Erica Loi — independent advisory, London
Advising children's and family brands on audiences, platforms, publishers and partnership structure across the UK and EU.
Commercial Director
Lemon Magazine
Led commercial strategy and partnerships for the children's fashion and lifestyle title, working with brands, agencies and creative teams.
Senior Fashion Manager, Europe
British Vogue (Condé Nast)
Managed European luxury fashion partnerships and commercial relationships with brands, agencies and creative teams.
Previous roles reflect past experience and industry relationships, not current employment or representation.
Which brands has Erica Loi worked with?
Erica Loi has advised and collaborated with children's and family brands including Wigiwama and Lorna Murray, alongside teams at Marks & Spencer and the PR agency NION PR. Relationships span children's and parenting publishers, editors, creators, stylists and creative specialists across the UK and Europe.
Where is Erica Loi based?
Erica Loi is based in London, United Kingdom, and works with brands across the UK and the European Union. She attends the main children's trade events, including Pitti Immagine Bimbo in Florence and Playtime Paris.
How can you contact or verify Erica Loi?
Erica Loi can be reached at erica@ericaloi.com. Her professional profiles are on LinkedIn and Instagram, both linked below, and they carry the same professional history described on this page.