Creative Ambition Supported By Structure

His grounding came through model management and booking, where he served as Head Booker at one of South Africa's leading model agencies. The experience gave Leon an early understanding of representation, negotiation, industry protocol and the responsibility that comes with positioning people publicly.

A decade-long consultancy with an iconic South African denim brand later broadened this perspective, moving his work beyond representation and into fashion-led brand development and commercial strategy.

As his work developed, Leon founded LJHPR, originally Leon Johann Haasbroek Public Relations, as a fashion PR agency. For nearly a decade, LJHPR became the vehicle through which he shaped conversations around fashion, brands and public identity.

Under the philosophy "Crafting Conversations in Couture," LJHPR transitioned from a fashion PR agency into Leon's personal brand and digital home.

In 2020, Leon co-founded HAGO, managing and negotiating key commercial contracts for prominent South African public figures across entertainment, media and culture. In May 2026, HAGO evolved into LUMA MGNT, which Leon leads as Managing Director.

LUMA MGNT is a booking agency that negotiates contracts and oversees the implementation of commercial collaborations between Luminaries and brands. Guided by the philosophy "Guiding Luminaries. Shaping Legacies.", the agency represents the natural progression of Leon's experience in representation, negotiation, brand alignment and commercial implementation.

Leon's career also included a brief chapter in fashion publishing. He joined Dossier Magazine as Editor-at-Large in 2024 and quickly progressed to Managing Editor.

As his responsibilities within Fashion Week expanded, Leon chose to direct his leadership towards the platforms through which he could make the greatest long-term contribution to the South African fashion industry.

In 2026, Leon was appointed Chief Operations Officer and now serves as Head of Fashion Week. Fashion Week is one of the country's leading fashion platforms and is proudly recognized as Africa's first Tier B Fashion Week.

As Head of Fashion Week, Leon leads from a brand-operations perspective, overseeing commercial partnerships, communications, strategic positioning, and the business frameworks that support the platform's creative direction. His focus is on ensuring that creative ambition is supported by the structure, relationships and commercial intelligence required to move the wider fashion industry forward.

Today, Leon's work is concentrated through LUMA MGNT, Fashion Week and the Cape Town Fashion Council, where he serves as the Board Member for Fashion Week.

Across these roles, he is committed to growing the South African fashion economy by advancing a more fashion-led approach to the CTFL sector, one that recognizes manufacturing and retail while placing greater emphasis on design, creative intellectual property, industry platforms, skills development and market access. Through constructive engagement with government and institutional stakeholders, Leon aims to help shape frameworks that better reflect and support the contemporary fashion industry.