Vikki holds an Environmental Studies degree from the University of Waterloo along with a business diploma from a private college. She followed this with an Effective Altruism fellowship at UCLA focusing on effective animal advocacy. Years ago, Vikki learned dress pattern drafting and sewing. She then created bridal headpieces and accessories by hand as an exclusive supplier for a bridal boutique in Cambridge, ON. Soon after she tried modelling instead and went on to work with hundreds of brands. She now runs a boutique public relations agency, Lenola PR. All of these experiences have helped Vikki understand the needs of brands and how to promote them. Having been an organizer for PETA, she realized many people were unaware of the ethical and environmental issues that come with exploiting animals for fashion… nor the alternatives available. A strong believer in offering a solution when pointing out a problem, Vikki found herself wanting to promote vegan fashion brands and innovative materials.
FWM: Share your background and what led you to work with leading vegan fashion brands around the world.
About 10 years ago, I learned pattern drafting and dressmaking, and had my own line of bridal headpieces and accessories that was the exclusive supplier for a bridal boutique. I would help out with alterations as well. A friend in the fashion industry invited me to my first fashion week event and I got caught up with the glitz and glam backstage, and since I’m tall, I was mistaken as a model and ended up starting my modeling career then. I decided to focus on that instead. I started in 2014 and looking back I’ve come a long way. I can now reach hundreds of thousands of people on my social media. With my network (and due to people asking me for help regularly already), I set up a secondary career as a publicist running my boutique PR firm, Lenola PR.
I first wrote the business plan for The Vegan Fashion Show as part of a project for my senior year seminar in university years ago. I thought it was a good idea because it is an effective way to utilize my skills and experiences. I can produce the show with a lot of savings and that money can be donated to help animals. I first started this project only thinking of the animals. But along the way I’ve become a fan of vegan lifestyle brands and the people behind these brands. I’m so interested in learning their stories and I’ve come to realize how hardworking and caring they are. I think it’s important to provide a platform for them to celebrate and elevate their work. I also think it is important to have a show like this to help raise awareness about the cause and encourage vegan fashion and support for it within mainstream culture.
I think because of all these things that I do and care about, I am regularly approached by vegan fashion brands and nonprofits that help animals. When they send me gifts they usually come with an endearing note thanking me for my hard work to help animals. They are so sweet and mean a lot. I keep them all in a drawer. I especially tend to get handbag brands approaching me – ones use innovative plant-based materials. If you visit my Instagram, you’ll be sure to see me posing with a handbag… I joke that I didn’t choose the handbag model life – it chose me!
Vikki Lenola shows off a cactus leather handbag by Belgium brand, Amaré Antwerp. The Zoe mini handbag features a hand painted elephant. Photography by Mark Wong.
FWM: Tell us about your educational and volunteer background. What can we find on your Linkedin?
My education is important to me and has really empowered me. Growing up it seemed so far out of my realm of reality. I felt like an imposter the whole time I was in university until I finally finished and realized I did deserve to be there. I went to school for business at a private college, and later did a bachelor’s degree in environment, resources, and sustainability from the University of Waterloo. I did an effective altruism fellowship focusing on animal advocacy through UCLA. Currently, I’m doing a certificate in plant-based nutrition from the University of Guelph. I enjoy continuous learning.
As a volunteer I was on the research team for the alternative protein project at Stanford University, which is a project by the Good Food Institute. I’ve joined the animal rights group at different universities. I’ve been an organizer for PETA for a few years and join other organizations in person when I can. I’m regularly collaborating with different nonprofits in-person and on social media.
FWM: Tell us about Lenola PR and what makes your PR Agency unique.
With Lenola PR I help talent like models/ musicians/ influencers, as well as entrepreneurs like designers or owners of vegan lifestyle brands. My type of client is doing interesting things at a minimum, and ideally is doing something to help make the world a better place too. For example, I currently have a client that is a professional mermaid around the world, who also runs a beauty brand as well as a nonprofit bringing clean drinking water to people in emerging nations.
I am able to help models and brands land covers and features in the biggest publications around the world. Anything from Playboy, FHM, Maxim, Forbes, USA Today. Glamour, Cosmopolitan, Harper’s Bazaar, The Sun, The Mirror, In Touch Weekly, Muscle & Fitness Hers, Rolling Stones – just to name a few. Although, I don’t want to overlook the value of being published in many other publications as well that you may not have heard of. I believe this is important to establish yourself too.
I can help with production if needed and will save client’s money anytime I can. For example, I had a multi-millionaire client that I arranged a free photoshoot for even though money wasn’t a concern for her. For those on a monthly retainer, I can help with long term goals like Instagram verification (the legitimate way) for public figures, or YouTube verification for people and brands. However, PR is not cheap nor easy. If it was, everybody would be doing it. Whether going through my service or somewhere else, be prepared to spend a pretty penny on it. While it’s not easy, the social proof you gain is priceless.
Vikki Lenola shows off a corn leather handbag by B Corp certified brand, Miomojo. 20% of sales from this limited-edition handbag are donated to PETA. Photography by Preacher Photography.
FWM: You work with models, influencers, and innovative brands including, the Belgium brand, Amaré Antwerp, Emily Alexandra Cosmetics, and AVE Bags to name a few. What do you enjoy the most about working with vegan brands? What will people notice when working with you?
I enjoy working with vegan brands because I can really understand their audience – that’s because I am their audience. I am a vegan consumer and genuinely a fan of their work. A couple of years ago I was interviewed by Yahoo Finance and I talked about why smart brands are vegan-friendly… well one of those reasons is because your vegan audience will naturally become advocates of your brand, promoting you in Facebook groups, on their own social media, and giving you tons of word of mouth for free.
If I am working with you that means I think you’re up to something interesting. I naturally am interested in what people are up to and like to see it, learn about, and gab about it, whether for a talent or an entrepreneur. I think this curiosity in me is also why I am good at social media.
FWM: What can we expect to see for The Vegan Fashion Show in 2023 and beyond?
In 2023, we will have a different venue. Most likely the one I had originally planned on, but it wasn’t available to book during the pandemic. I like the set up better and it will include a big screen towards the back of the runway. Our host and spokesmodel, Angela Bell, has already been a great help but she will likely be taking on an even bigger role as a co-producer. I would remain the executive producer and Laura Warner will continue to be on the board with me. Going forward we will have more time to help international designers with their visas so that they can join us. In future years we will also do the show in Vancouver. Brands can contact me early on each year to lock down early bird pricing.
FWM: What trends are you seeing when it comes to vegan fashion?
We are living in an interesting time, I think. We are really starting to see a revolution of innovative materials pop up due to the rising demand for sustainable, animal-free, and ethical materials. These materials will become more and more commercially available each year. These materials are plant-based/ bio-based/ lab-grown.
Modeling
Instagram: www.instagram.com/vikkilenola
Facebook: www.facebook.com/vikkilenola
The Vegan Fashion Show
Instagram: www.instagram.com/theveganfashionshow
Facebook: www.facebook.com/theveganfashionshow
Website: www.theveganfashionshow.org
PR Agency
Instagram: www.instagram.com/lenolapr
Facebook: www.facebook.com/lenolapr
Website: www.lenolapr.com
