GREEN CHIC: Amour Vert, the San Francisco, Calif.-based, eco-friendly contemporary line founded by Christoph Frehsee and Linda Balti, has tapped Lily Kwong as its director of brand strategy. Kwong, a San Francisco native and Columbia University graduate, is no stranger to the brand — she creatively directed Amour Vert’s fall 2014 lookbook and collaborated on the “living” plant wall at its first brick-and-mortar store, which opened in San Francisco in June. “She first joined us on a tree planting in San Bernardino Valley and her enthusiasm to get more involved was palpable,” said Frehesee.
Kwong, who will remain based in New York, will be involved in all aspects of the business with a focus on developing strategic partnerships and collaborations. She will also spearhead the growth of the brand’s T(r)EE program, through which a tree is planted for every Amour Vert t-shirt sold, in partnership with American Forests. “Lily has a strong affinity for fashion but also cares deeply about the environment and what she puts on her body,” added Balti. While Amour Vert’s carbon footprint might be small, it’s retail footprint is growing: the brand will be sold on both Nordstrom.com and in Neiman Marcus locations this spring.