Shaway Yeh is a veteran and legend of China's fashion-media industry, and an editor, entrepreneur and sustainability advocate who has spent more than two decades shaping how the country talks about fashion, culture and environmental responsibility. Born in Taiwan and educated at NYU, she is the founder of yehyehyeh, the Shanghai-based sustainability consultancy and creative agency she launched in 2017.

She began as fashion director of GQ Taiwan and moved to Shanghai in 2003 to prepare the launch of Vogue China, later leading regional communications at Prada. She went on to serve as editorial director of Modern Weekly and group style editorial director at Modern Media, and became co-creative director of Nowness in 2017.

Through yehyehyeh, she works to advance sustainable practice among Chinese companies, brands and designers. Yeh was named special adviser to the Copenhagen Fashion Summit in 2018, launched the Shan Future Forum in Shanghai in 2019 and served on the International Woolmark Prize Advisory Council. In 2025, yehyehyeh and the Shanghai Fashion Designers Association presented the inaugural Sustasia Fashion Prize during Shanghai Fashion Week. She is a member of the BoF 500.