Building a fashion brand’s image: The PR perspective

Fashion PR is a dynamic field that thrives on staying ahead of trends, capturing the essence of seasons, and forging meaningful connections between brands and the media. It is about managing public image and navigating the intricate dynamics of the fashion industry. It involves understanding and anticipating trends, cultivating relationships, and leveraging storytelling to shape perceptions and drive engagement.

In today’s fast-paced fashion landscape, staying attuned to global trends and events is crucial for fashion PR professionals. Events like Cannes Film Festival, Paris Fashion Week, New York Fashion Week, and local showcases such as Lakme Fashion Week serve as pivotal platforms where designers unveil their latest collections. These events not only set trends but also provide PR professionals with opportunities to position brands prominently in the global fashion narrative.

The relationship between fashion PR and the media is symbiotic and essential. Fashion journalists and editors are the gatekeepers who curate content for fashion publications and digital platforms. They are constantly seeking compelling stories, innovative products, and emerging trends that resonate with their audience. PR professionals, in turn, rely on media coverage to amplify brand messages, increase visibility, and influence consumer perception.

Further, visual storytelling in fashion PR is pivotal for capturing the essence of brands through compelling imagery. Whether it’s meticulously styled photoshoots featuring models or clean, minimalist product shots, these visuals convey craftsmanship, identity, and mood. They transport viewers into aspirational contexts, evoking desire and admiration while reinforcing brand identity. Consistency in visual narratives across platforms enhances recognition and engagement, drawing consumers into the brand’s world.

However, fashion PR is not just about aesthetics; it’s about creating meaningful connections through storytelling. Having a beautiful product and quality is vital however it is also essential to be able to effectively communicate the brand and founder’s message. It’s important to go beyond just the facts in Fashion PR and actually create a tale and use the power of storytelling to create a narrative of the inspiration behind the collection, sketches and the making of the product to feed the foundation. By delving into the design process, and the brand’s philosophy, PR professionals craft narratives that resonate on a deeper level. This narrative approach goes beyond product features to evoke emotions, values, and lifestyle aspirations, fostering a stronger bond between the brand and its audience.

An example would be a prominent name in the fashion industry for which we did some great work and was once primarily perceived as a mass production brand, catering to the broader market with its extensive range of designs. However, through strategic initiatives and a redefined brand strategy, we successfully transitioned the brand perception to that of a design-led company, gaining significant traction among fashion influencers, celebrities, and prestigious fashion events. We achieved this shift by emphasizing the brand’s commitment to innovative designs, quality craftsmanship, and exclusivity.

Leveraging key partnerships within our network with renowned fashion influencers and enabling the brand to reach fashion-forward consumers, we manifested couture exhibitions for our clients and innovative capsule collections with KOLs. This helped us expand the brand’s reach to an exclusive and elite clientele while forming a key network with industry insiders. Through meticulous planning and an innovative design led approach, we positioned them in key fashion shows alongside the best labels in the country. By aligning its messaging and positioning with the aspirations of its target audience, the brand has solidified its presence in the luxury fashion market and poised itself for continued growth and success.

Collaborations with celebrities and influencers are another cornerstone of effective fashion PR. These partnerships leverage the influence and reach of personalities who embody the brand’s image and values, amplifying visibility and credibility. Whether its dressing celebrities for red carpet events, securing wardrobe placements in blockbuster movies, or co-creating content with social media influencers, these collaborations generate buzz and capture the attention of target audiences. Building virality by reaching out to celebrities and influencers that match your brand’s style is the key.

Some of our carefully orchestrated collaborations have been with brands like KALKI Fashion. We had to expand the brand reach and when carefully aligned with a brand’s DNA, we successfully collaborated a capsule collection for the brand with Alanna Panday to create a beach wear prêt collection. Another example of increasing brand awareness internationally would be by collaborating with NRI influencers to create that narrative among the desi ethnic lovers internationally.

Innovative campaigns are pivotal for fashion PR professionals seeking to maintain and enhance brand relevance in an ever-changing landscape. These campaigns go beyond traditional marketing tactics by leveraging creativity and strategic thinking to connect with consumers on deeper levels. Whether through digital activations, interactive experiences, or cross-industry collaborations, PR professionals harness creativity to captivate audiences and drive brand affinity. By aligning campaigns with consumer trends and cultural moments, fashion brands can stay ahead of the curve and maintain relevance in a competitive marketplace.

Furthermore, fashion PR is inherently about creating desire and aspiration around brands. This objective drives strategic planning and creative execution aimed at positioning brands in the cultural zeitgeist. Memorable events, such as exclusive launches and VIP gatherings, provide platforms to showcase new collections and engage with key stakeholders in meaningful ways. These events not only generate media coverage but also cultivate an aura of exclusivity and prestige that enhances brand desirability.

Fashion PR is also about being viewed with the right audience at the right time and creating an environment for a successful launch. In the past, we have tied-up with renowned guest listers and curated launch events to ensure each brand is creatively reflected and garners maximum coverage. Perhaps the true magic of fashion PR lies in how it creates desire through carefully orchestrated events, strategic partnerships and collaborations.

Article authored by Komal Rukhana, Founder at Mint and Milk PR