Fashion PR: The Roles, Realities, and Results Behind the Runway.

For many, the word “fashion” often conjures up images of beautiful clothes, glamorous parties, and runway shows. Beyond that surface-level glamour, an entire industry works behind the scenes to make it happen, creating buzz around clothes and brands and ensuring they’re promoted to both the press and the public. That industry is fashion public relations (PR), and it plays an influential role in the fashion sector.

What is public relations in fashion?

According to the Fashion Retail Academy, “The main role of a Public Relations Officer is to build and maintain a good public image for a brand. PR specialists don’t pay for publicity or media coverage, so they have to find creative ways to get their brand noticed. Traditionally, this involved getting products in fashion magazines, but over the years, the role has expanded into social media and influencer marketing.”

Unlike advertising, where brands pay to be featured, public relations attracts attention through storytelling, relationship building, and credibility. This includes news releases, editorial features, product placement, etc. Specifically, public relations in fashion involves promoting clothing and accessory brands through social media, online outlets, print, and broadcast media, to create and maintain a positive public image. 

The Core Components of Fashion PR 

The core components of fashion PR comprise of media relations, sample management and show rooms, events, influencer and celebrity partnerships, and reputation management. Establishing and maintaining relationships with the media is a fundamental task, particularly with editors, journalists, and digital content creators. It involves sending out press releases, lookbooks, and article proposals that help editors find interesting angles to promote about the brand. This can lead to coverage in magazines, blogs, and other digital media, because the story is compelling and culturally relevant.

PR teams manage brand product samples and coordinate their exposure to stylists, editors, and photographers. Showrooms, which allow buyers to see the collections that will be on sale,, are becoming an important location where the media can discover products, increasing their chances of editorial placements.

Fashion shows, press previews, and pop-ups are carefully planned and designed to attract attention, sparking excitement around them. Every detail is carefully curated, such as the guest list, the venue, music, decorations, installations, and the press invited. This ensures that a brand's message stays relevant and top of mind with industry professionals and potential buyers.

Today, influencers and celebrities play a major role in public relations in the fashion industry. Publicists identify personalities who fit a brand's identity and collaborate with them to promote products to a target audience. This may involve offering products, coordinating sponsored content, or styling celebrities for their public appearances. We see this constantly on social media: influencers are sent free products or contacted by brands, and in return, they’re expected to talk about those items to their audience. This approach has become particularly important with the growth of social media and personal opinions and influence.

True success in public relations isn't limited to a concept: it manifests itself in the way brands become part of the culture.

For example, some fashion houses are completely rethinking their public relations strategy by connecting their brand storytelling to broader cultural narratives. 

Take Gap’s recent “Better in Denim” campaign, which features a nostalgia-meets‑dance‑culture ad created with viral Gen Z girl group Katseye and set to a reimagined version of Kelis’s “Milkshake.” The advertisement went viral, gaining billions of views across TikTok and Instagram, making denim feel culturally fresh and trendy again.

Public relations in fashion has evolved in other ways with digital platforms. Traditional press releases are no longer preferred. Brands recognize the importance of data. Through using digital channels, they can use data and digital metrics to develop their PR strategy, track sentiment, and predict trends. Some agencies use tools such as Meltwater and Launchmetrics to understand how the public is talking about brands, helping them adapt their message in real time to maximize their reach.

Why Fashion PR Matters

Public relations in the fashion industry is fundamental. Public relations does more than just raise brand awareness; it also strengthens brand identity and credibility. Fashion is a highly competitive industry that evolves rapidly in various ways. A brand’s perception can have more influence than the products it manufactures. A strategic and creative PR strategy helps fashion brands build trust with their public and media, increase visibility, create emotional connections with audiences, and differentiate themselves from competitors. In an ever-evolving, dynamic world, PR is essential for the fashion industry.

About Victoria

Victoria is a junior majoring in Communication and Media Studies with a minor in Advertising and Public Relations. She recently joined GrandPR as an Account Associate and is excited to gain hands-on experience and develop her skills in the field. Victoria previously served as the Communication Director for the Campus Activities Board at Grand Rapids Community College (GRCC) for two years, where she gained experience in event promotion and strategic communication. At Grand Valley State University, she is a member of the Tri Sigma sorority and serves as Event Manager and has served as the Public Relations Chair for the Junior Panel during the Fall 2025 semester. After graduation, Victoria plans to pursue her interests in advertising, public relations, and event management.