Posted At: March 26, 2012 2:45 PM
by Ashley D. McDaniel
Mentioning the names Cameo Public Relations, Alison Brod and KCD PR does not spark the same name recognition as Cosmopolitan Magazine, Chanel and Victoria Secret PINK would. Although fashion public relations firms work with brands such as these regularly, the actual brands hold the recognizable identity while the firms stay in the background.
Fashion public relations has become increasingly popular in the last few years. Many job descriptions indicate that fashion PR professionals will have a wide range of duties, including writing press releases, making media contacts and even styling. With many brands turning to fashion PR firms to assist them in brand development, these jobs are becoming some of the most sought after in the PR field.
Because of fashion PR’s busy lifestyle, a passion for this industry is a must. Many professionals were involved with fashion or a related field prior to becoming a PR professional, including Polina Raygorodskaya, founder of Polina Fashion LLC.
“I have always loved fashion and marketing. Prior to starting Polina Fashion, I worked as a fashion model in NYC and developed a lot of contacts and experience in fashion shows and how the business works,” Raygorodskaya said. “Then I went to school for business and got a deeper understanding of what is needed to develop a brand and how to make it appealing in the eyes of consumers.”
The demand for fashion-related PR jobs has increased with the help of social media. Many social media profiles are now being mandated by PR professionals on sites such as Twitter and even blogs. These intimate encounters with fashion PR professionals have put a spotlight on the industry. Also, daily tasks and assignments are open to the public, giving them real insight on the day-to-day duties of fashion PR.
With more than 5,200 likes on Facebook and 27,600 Twitter followers, PR Couture is one of the most popular websites to find more information on fashion PR jobs and opportunities. Crosby Noricks, the founder of PR Couture and author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, discusses how social media is changing fashion PR.
“The fashion industry has evolved greatly in the last five years, particularly when it comes to embracing digital media,” Noricks said. “To me, the most exciting thing is looking at how digital tools have changed not only fashion week, but the way fashion brands engage with customers daily.”
Many fashion PR professionals have bright views on the state of fashion PR. Raygorodskaya noted the pleasant aspects of fashion PR.
“When we get positive reactions from editors, celebrities and consumers, we feel like we are really making an impact,” Raygorodskaya said. “It is amazing working with new companies and really seeing them grow and develop into strong brands.”
Melissa Davis of Ruby Press, a boutique PR agency in Berkely, Calif., also receives gratification for her work.
“The satisfaction of helping businesses that you believe in, grow. That’s what keeps me going,” Davis said.
She added, “Fashion PR is evolving very quickly — I’m curious to see what the future will bring.”
Fashion PR is a field that is rapidly growing and becoming a more favorable area for professionals to enter. From fashion shows to fashion magazines, this engaging industry atmosphere is bringing in an entire workforce filled with determination and drive. With millennials finally figuring out their niche market through social media, fashion PR is a high energy industry with few limits.