By Onastacia Roe
From the time I was a young girl, I have dreamt of living the fabulous life of Samantha Jones from Sex and the City or Andy Sachs from The Devil Wears Prada. Watching these fictional, yet iconic characters on my television screen planning large-scale events or developing campaigns for fashion brands and companies, I knew what I was born to do. I have always been fascinated by the peculiar nature of fashion and am inspired by the public relations industry serving as a creative outlet in the representation of self-expression. When beginning my journey as a young professional, I recognized my strengths as a creative and innovative storyteller with a “passion for fashion.” I tediously researched the programs offered by the University of Northern Iowa in pursuit of a path that would land me in New York City with my dream career in fashion public relations. During my freshman year, I declared a public relations major with an emphasis in special events and never looked back. Later in my collegiate journey, I realized that my interest in fashion was more than a side hustle or hobby and passionately declared textiles and apparel as a minor. After taking my first TAPP (Textiles and Apparel) course at UNI, Fashion Promotion with Belle Duchene, I decided to turn my minor into a second major. Becoming a show producer for UNI Fashion Week and learning to execute various public relations activities within the fashion industry, this course changed my life forever. I knew it was vital for me to combine both of these burning passions into my college journey and into my future profession. In addition to being a double major in special events public relations and textiles and apparel, I chose to join various student organizations that suited my two interests. I joined UNI PRSSA within my first semester at UNI and soon fell in love with the organization. UNI PRSSA allowed me to build a network with not only those in the PR program at UNI, but also with professors, advisors, and industry professionals. It allowed me to hone in on and develop the skills and leadership experience necessary to thrive in the public relations industry. Joining Uprising Magazine and UNI Fashion Week later in my college journey allowed me to explore my love for textiles and apparel, especially in the editorial and runway production sectors. Being a part of these organizations has allowed me to gain experience in my preferred industry. What is fashion PR? According to PR Couture, fashion public relations is the promotion of fashion to a “clothing-conscious” public. This is done through earned media channels including broadcast, print, and online media outlets. As stated by TOP Agency, “Fashion PR targets editors, producers, reporters, and writers at influential mass media outlets like Vogue and Elle, but an increasing amount of fashion PR work focuses on bloggers, YouTube vloggers, and social media stars.” Day to day, fashion PR includes a variety of promotional activities such as content creation and digital marketing, writing and dispersing press releases and pitches to media outlets, and planning high-profile events related to the fashion industry. For most fashion PR professionals, a majority of their career is focused on the planning and execution of Fashion Week, as it is the most stressful, yet exciting time in the fashion realm. What skills are necessary in order to pursue Fashion PR? As is the case for all public relations professionals, there are a few major skills individuals in the industry must possess. Being able to develop strong branding for your client or organization, and then being able to successfully promote that brand, is vital in fashion PR. With that being said, as someone practicing public relations, especially with the fashion industry now focusing highly on celebrities and influencers, it is absolutely essential to carry strong risk management skills. As PR Couture puts it, “You must be ready to put out fires.” Being on trend and understanding what's popular in the media is another skill all prominent fashion PR professionals cherish and work to hone. When working in fashion PR, a major responsibility consists of interviews, press releases, and conferences, while ensuring that your client or organization is gaining continued media attention. One of the most important skills for those in the world of fashion PR is possessing innovation and creativity, yet still valuing organization and time management. What career opportunities are available for those pursuing Fashion PR? Within the world of fashion public relations, there are a multitude of career paths to choose from. Much like general in-house public relations, what aspect of the industry you focus on is dependent on your niche and passions. For those wanting to emphasize event planning within their professional journey, runway production is the perfect fashion industry to work in. As mentioned previously, Fashion Week is the most prominent event in the fashion industry, which means event planners are always needed. If social media is a professional’s calling, they are most likely to pursue digital marketing for a fashion brand or company, creating campaigns and managing social platforms. For those who love writing or graphic design, working in editorial on a fashion magazine would be the perfect fit. Those who love the more creative side of editorial can work in styling, hair and makeup artistry, set assisting, or photography. All interests within textiles and apparel have direct careers associated with them, providing a whole world of opportunities. For those interested in pursuing a career in both the public relations and fashion industries, receiving an education in both fields is encouraged, but not necessarily required. Implementing your passion for fashion into your PR projects, as well as seeking PR internships associated with fashion companies or brands, are great ways to incorporate both your love for textiles and apparel and public relations into your professional life.
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