NEW YORK, USA // As the founder of multi-disciplinary agency theCollectiveShift, Jae Choi has worked behind the scenes liaising between countless brands and artists to create the work that defines our cultural landscape. A longtime insider of the fashion business, Choi started her career in 1996 as an agent’s assistant at Art + Commerce.
After a successful tenure there, Choi branched out in 2008 to found theCollectiveShift, an artist representation and management company with a unique take on the business of fashion. Rather than centering exclusively on artists of any one medium, the agency’s roster boasts a diverse yet discerning array of talent, reflecting Choi’s vision to represent the best artists in their fields.
The creatives whom theCollectiveShift represents vary in discipline but are united by their innovative practices and dedication to their craft. As the managing director at the agency, Choi has represented giants of photography Nan Goldin and Phillip-Lorca diCorcia, as well as catapulted digital pioneers like street-style expert Tommy Ton into the limelight. Choi has also cultivated fruitful partnerships with major influencers outside the realm of photography, such as Editor-in-Chief of The Gentlewoman Penny Martin and Creative Movement Director Stephen Galloway.
Under Choi’s leadership, theCollectiveShift has developed beyond representation and management, harnessing its artistic capital to become a catalyst for change. An official partner of the Women’s March in January 2017, the agency collaborated with illustrator Jo Ratcliffe to create polished and empowering Women’s March posters and ephemera, available for march participants to download for free. With a passion for equality and change, theCollectiveShift is setting itself apart as an agency striving for progress.