The French know a thing or two about how to express their value sensorially through language. What we call lifestyle, they call the art of living. And what we call spirit, they call the elixir of life. They are artful storytellers. At Art de Vie we've combined these for thought(ful) leadership.

Art de Vie was founded in 2014 by Sonia Afzal who has a special interest in art, design, architecture, and meaningful technology with a responsible mission to improve how we live, work, think and connect. 

Sonia has almost two decades of experience in corporate and consumer PR, luxury and lifestyle communications, integrated marketing, and brand reputation. She builds bespoke programs and has a track-record for delivering results within a fixed time-frame. She personally leads each client program, from strategy through to execution, and has developed a specialist storytelling approach to bring you knowledge from the ATL and BTL campaigns of global industry heavyweights and vanguards. 

Sonia speaks four languages and has worked for top international PR agencies, boutique firms, and in-house for brands across London, Paris, Amsterdam, Madrid, and New York. She has an extensive network of international journalists, influencers, opinion leaders, experts and suppliers that can be built into communications programs as needed. Sonia also has a deep understanding of exclusive luxury communications, mass campaigns and business reputation building. Whether working alone or with a select team, she brings her clients senior-level consultancy and will embed into your team while working in close collaboration with the CEO to deliver agreed results. 

Experienced in international, multi-channel PR strategy and integrated communications, Sonia has expertise in twelve areas:

1. Thought(ful) Leadership
2. Brand Positioning
3. Tone of Voice
4. Online Reputation Management
5. Crisis & Issues 
6. Global Communications (launches, toolkits & assets)
7. Media Relations
8. Corporate Communications (including Investor Relations)
9. Lifestyle PR (including Fashion Week)
10. Product PR 
11. Content Strategy
12. Copywriting (all touch points)

An avid writer, Sonia has not only written hundreds of articles bylined to her clients, but also published a short play called Companions (Borders, London: 2006) and is the ghost author of a pop-science book on why humans invented music You Are What You Hear (Algora Press, New York: 2010). Sonia is currently marketing a literary novel and working on her next book project while also supporting three charity organisations:

• As a benefactor of Sarabande Foundation - an arts charity founded by the late designer Lee Alexander McQueen to support emerging and visionary artists with affordable studio space and vocational training. It also hosts regular public events and talks with inspiring fashion and art industry leaders.

• A Board Trustee at  The Centre for Literacy in Primary Education - a UK National Arts Council charity focussed on educational reform in collaboration with the publishing industry. CLPE ensures better BIPOC representation in children's literature and delivers cutting-edge teaching resources for poetry and literacy education to primary schools across the UK. 

• A long-time supporter and corporate sponsor of Karuna Trust, a charity based on Buddhist values that is committed to helping people in South Asia who face caste-based discrimination with thoughtful education and livelihood projects. 

Sonia's projects have enabled her to cultivate a unique network of trend-forecasters, stylists, make-up artists, photographers, graphic designers, UX/UI designers, prompt engineers, content marketers, film producers, directors, talent agencies, visual artists and creatives (painting, graffiti, illustration, sculpture, digital art, and mixed-media performance art) which can be brought into your campaigns to bring your message to life, while delivering against set goals. 

Let's speak more, looking forward.