Sandy Liang X HeyTea
Time 2024
Location New York
Role Project Manager
Project Management, Media Relations, Social Campaign
The Sandy Liang x HeyTea collaboration fuses nostalgic, feminine fashion with modern tea culture. Highlighting Sandy Liang’s New York-inspired aesthetic and HeyTea’s innovative craftsmanship, the partnership likely features limited-edition drinks and exclusive branded merchandise. This cross-industry collaboration merges street-style and beverage trends, engaging both brands’ loyal communities through a distinct and stylish consumer experience.
Fashion &
Tea Culture
Community
This collaboration drives vibrant community engagement, with fans sharing drinks, outfits, and merch across social media. Hashtags, challenges, and themed filters fuel user-generated content, blending Sandy Liang’s cult fashion audience with HeyTea’s loyal tea lovers. The result is a cross-cultural celebration of creativity, nostalgia, and personal style—bridging fashion, lifestyle, and community.
Execution
Role - Project Manager
Managed end-to-end planning, execution, and timeline for the
SL x Heytea event.
Coordinated vendor, partner, and internal communications to ensure alignment and delivery.
Oversaw venue finalization, event production, and brand integration across all touchpoints.
Led influencer outreach, product seeding, and
on-site activation management.
Delivered post-event recap, consolidating influencer coverage and key performance insights.
Impact Metrics
Media Exposures
As part of the HEYTEA x Sandy Liang NYFW pop-up, I led media outreach and secured press coverage across major fashion and culture platforms including Hypebae, DAO Insights, and FIZZY MAG.
Through targeted pitching and strategic storytelling, the campaign positioned HEYTEA at the intersection of street style and contemporary culture—amplifying brand visibility during one of fashion’s most high-profile weeks and introducing it to new, style-conscious audiences in New York and beyond.
”During New York Fashion Week, HeyTea launched its “fashion collab” with Chinese American designer fashion label SANDY LIANG. The team-up was centred around a special tea drink co-created with the brand’s founder Sandy Liang called Pink Daydream.”
"The HeyTea and Sandy Liang mobile pop-up truck will be in various locations and will only be open Monday September 9 and Tuesday September 10. Find out the locations and more details over on HeyTea’s Instagram."
"Fashion designer Sandy Liang has teamed up with popular tea brand HeyTea for a limited-time pop-up event during New York Fashion Week."