In the world of fashion, perception is everything. Trends come and go, but a strong narrative can make a brand timeless. This is the magic of fashion PR done well—not just pitching clothes to editors, but weaving stories that captivate culture, influence consumers, and shape industries.
Fashion PR is no longer just about sending press releases and hoping for a Vogue mention. It’s about strategic visibility. It’s about crafting a compelling image, aligning with cultural movements, and turning products into objects of desire. At its best, fashion PR is both an art and a science—a fusion of creativity, timing, and media savvy that can elevate a designer from obscurity to iconic.
This op-ed dives deep into what great fashion PR looks like, why it matters more than ever, and how the best brands—from luxury houses to emerging designers—are doing it right.
Fashion PR: More Than Just Press
Before diving into the success stories, it’s important to understand what modern fashion PR encompasses.
Traditionally, fashion PR involved:
- Press kits and lookbooks sent to editors
- Gifting items to stylists and celebrities
- Securing placements in fashion magazines
Today, fashion PR is far more expansive:
- Influencer partnerships
- Launch events and experiential marketing
- Crisis communication
- Sustainability and social responsibility messaging
- Aligning with social, political, and cultural narratives
- Digital storytelling via social and owned media
In a world where public perception can make or break a brand overnight, fashion PR is now brand strategy. And when it’s done well, it’s unforgettable.
What Great Fashion PR Looks Like
1. Savage X Fenty: Redefining Inclusivity with PR as Activism
When Rihanna launched Savage X Fenty in 2018, she didn’t just introduce another lingerie line. She disrupted an entire category built on narrow ideals of beauty, exclusivity, and outdated gender norms.
What Made the PR Great:
- Inclusivity as the Core Message: From the beginning, Savage X Fenty was about diversity. The PR strategy centered not just on models of different sizes and skin tones but also on inclusivity in gender, ability, and age.
- Fashion Shows as Cultural Events: Instead of a traditional runway show, Fenty’s annual shows (streamed on Amazon Prime) became pop-cultural moments, featuring dancers, performers, and a broad cast of models—making headlines across entertainment, fashion, and social justice media.
- Earned Media Explosion: The radical inclusivity earned the brand coverage from Forbes to Teen Vogue, not for the lace or design but for the message—and that sold product.
Takeaway: Fenty used PR to challenge the status quo. The result wasn’t just press—it was cultural relevance.
2. Telfar: The “Bushwick Birkin” and the Power of Scarcity + Accessibility
Telfar Clemens, the Liberian-American designer behind the Telfar brand, didn’t hire a luxury PR agency. He didn’t need to. His bags—vegan leather, unisex, and affordably priced—became a symbol of anti-elitist fashion.
What Made the PR Great:
- Grassroots Buzz: The “it-bag” wasn’t created by an influencer campaign. It was born on Twitter, TikTok, and in the streets of New York. Organic excitement turned the Telfar Shopping Bag into a status symbol for the people.
- Media Strategy with a Message: Telfar leaned into press coverage that centered his brand ethos: “Not for you—for everyone.” Every article emphasized the brand’s rejection of exclusivity, making it a PRdarling for publications hungry for stories about equity and access in fashion.
- Drop Model + Scarcity PR: Each drop sold out in minutes, creating an urgency that fueled media stories about demand and made the bag more desirable.
Takeaway: Telfar didn’t chase PR. The press chased Telfar. That’s the hallmark of a powerful, values-driven brand.
3. Balenciaga: Controversy, Virality, and the Edge of Acceptability
Balenciaga’s PR strategy under Demna Gvasalia has walked the fine line between provocative and polarizing. From sending trash bags down the runway to distressed sneakers priced at $1,850, Balenciaga has mastered the art of being talked about.
What Made the PR Great (until it wasn’t):
- Virality as Currency: The brand repeatedly created moments that went viral—such as Kim Kardashian’s faceless Met Gala outfit, or the high-fashion Crocs collaboration. The press, predictably, followed.
- Cultural Crossovers: Collaborations with The Simpsons and Fortnite turned the brand into a cross-generational meme machine.
- Deliberate Anti-Luxury Aesthetic: Balenciaga’s PR leaned into the absurd and the ugly, generating think pieces and social discourse across fashion media and Twitter.
But There Was a Fall:
In late 2022, Balenciaga faced backlash for a campaign featuring children and controversial imagery. Their delayed and fragmented PR response showed how quickly a high-flying PR strategy can falter when cultural sensitivities are misread.
Takeaway: Edgy PR can spark conversation, but it must be backed by strong values and crisis readiness. Otherwise, it can backfire spectacularly.
4. Dior Men by Kim Jones: The Art of Cultural Collab
When Kim Jones took over Dior Men, he redefined the house’s public perception through high-impact collaborations and a global PR strategy that blended street culture with couture.
What Made the PR Great:
- Collabs That Generate Hype: Working with artists like KAWS, Daniel Arsham, and Shawn Stussy positioned Dior as culturally relevant and artistically adventurous.
- Global Press Tours: Meticulously planned events from Miami to Tokyo gave editors and influencers immersive experiences—each generating international headlines.
- Blending High and Low: Through strategic partnerships with brandslike Nike and Jordan, Dior tapped into sneaker culture while preserving luxury appeal.
Takeaway: Dior used PR to bridge culture and commerce, reinforcing its luxury heritage while appealing to younger markets.
5. Jacquemus: The PR Power of Aesthetic + Experience
French designer Simon Porte Jacquemus didn’t build his brand through celebrity endorsements or glossy ad campaigns. He created experiences so beautiful that the world couldn’t look away.
What Made the PR Great:
- Runway-as-Art: From lavender fields in Provence to a wheat field in the French countryside, Jacquemus turned his shows into Instagrammable utopias. Every show was a viral moment without trying to be.
- Minimalism with a Story: His storytelling is subtle, poetic, and deeply personal—something that resonates in a sea of corporate branding.
- Organic Celebrity Adoption: Celebs from Bella Hadid to Dua Lipa wore Jacquemus without formal partnerships, giving it aspirational yet accessible appeal.
Takeaway: Emotional connection is underrated in PR. Jacquemus builds it without loud campaigns—just beautiful visuals and quiet confidence.
Key Strategies That Make Fashion PR Work
1. Own Your Narrative
The best fashion brands don’t wait for the media to define them—they define themselves. They use every campaign, every quote, every runway moment to tell a cohesive story.
- Fenty told a story of radical inclusivity
- Telfar told a story of democratic fashion
- Jacquemus told a story of romantic escapism
2. Be Newsworthy Without Trying Too Hard
Good PR isn’t always loud. It’s about knowing what is news and crafting that moment in a way that media can’t ignore.
- Drop models and limited editions create urgency
- Artistic shows and unique visuals create media moments
- Social alignment makes the brand relevant beyond fashion pages
3. Influence Culture, Not Just Trends
Fashion PR done well transcends the clothes. It enters conversations about identity, politics, gender, art, sustainability, and more.
- A hoodie can be a political statement.
- A bag can become a cultural symbol.
- A show can represent a movement.
The best PR people understand this—and pitch stories, not products.
4. Integrate Digital + Editorial
Old-school PR relied on magazine editors. Today, it’s a hybrid of:
- TikTok creators
- Twitter virality
- Instagram aesthetics
- Podcasts and YouTube
- Long-form essays in The Cut or i-D
Smart PR weaves all these channels together for maximum impact.
The Quiet Stars: PR Agencies That Make It Happen
Behind every successful brand is often a powerhouse PR agency. While the brands get the spotlight, the PR professionals behind them pull the strings.
Some notable agencies and PR firms that have consistently delivered:
- Karla Otto – Global luxury clients with artful strategy
- The Communications Store (TCS) – Known for building long-term brand equity
- PR Consulting – Behind brands like Comme des Garçons and Proenza Schouler
- KCD – Runway experts who combine show production with media mastery
These agencies understand that PR isn’t just about press—it’s about perception.
Final Word: PR Is the Brand
In 2025, as digital noise reaches deafening levels and consumers grow more skeptical of traditional ads, PR is no longer a support act. It’s the main event.
When fashion PR is done well, it does more than sell—it shapes how people feel about a brand. It builds loyalty. It creates icons. It starts conversations. And in a world increasingly driven by story and substance, that’s not just valuable—it’s vital.
From Fenty’s fearless inclusivity to Jacquemus’s quiet beauty, from Telfar’s radical accessibility to Dior’s cultural sophistication, the lesson is clear:
Fashion PR done well is not about attention. It’s about meaning.
And meaning, in fashion, is the most powerful currency of all.
TL;DR: What Makes Fashion PR Work
✅ Start with a strong story – What do you stand for?
✅ Create media moments – Runways, visuals, and campaigns with viral potential
✅ Engage cultural conversations – Don’t sell clothes; sell meaning
✅ Balance digital + editorial – From TikTok to The New York Times
✅ Plan for the long game – Build brand equity, not just hype
✅ Respond to crises fast – PR is also about damage control
✅ Be authentic – Consumers (and editors) can tell when it’s fake
