Fashion PR is one of the most sought-after careers in fashion. For many, it offers the possibility to be part of the glamorous side of the industry – organizing fashion shows, private events for top clients, and special launches. If you dream of a career in fashion PR, but you feel intimidated by your background because maybe you didn’t study fashion, or you are looking for tips to get your foot in the door and succeed in this field, we’ve got you covered!
And what’s better than learning directly from a fashion professional?
Today, Sonia Wolfrom, Senior PR Manager at Mytheresa, shares her tips to succeed in fashion PR.
We had the pleasure to chat with Sonia about her impressive career trajectory, current responsibilities at the company, and advice for all aspiring fashion PRs out there. She didn’t study fashion, but her strong passion for Communications and PR and proactive search for hands-on opportunities in this area led her to where she is now – step by step. Sonia also debunks popular myths about fashion PR, such as that you need to be an extrovert or absolutely have a degree in Communication (she initially studied something else.)
If you are passionate about fashion PR and see yourself in this role, read the interview below for some inspiring career advice.
Can you briefly explain what you studied and your career trajectory?
I have a Bachelor’s degree in Modern Languages and a Master’s degree in International Relations & International Communications, which gave me the chance to dive into topics like literature, politics, economics, and communications. I got interested in Communications and PR pretty early, so during one of my Bachelor’s summer breaks, I took on a voluntary internship at a PR agency in the city where I studied. That experience showed me what working in PR is all about, and I was lucky to support clients across various sectors, including health, tech, and retail. After that, I knew I wanted to focus particularly on something I was passionate about – fashion. I ended up working in fashion PR agencies in Paris and Berlin, as well as in-house for a luxury brand in Paris, before I landed at Mytheresa.
What are your current main responsibilities as a senior PR at Mytheresa?
In my role as a Senior PR manager at Mytheresa, I lead two markets and oversee the global PR strategy for the Menswear category. My responsibilities include among others developing press strategies, building media relationships, pitching story ideas, coordinating interviews, and managing press releases and PR guidelines. Additionally, we work closely with brands on exclusive projects, collaborating on special launches and joint events around the world throughout the year.
According to your experience, which skills are needed to succeed in fashion PR? And is it true you need to be an extrovert to work in this field?
I would say fashion PR requires a blend of creativity, adaptability and strong organizational skills.
Creativity, because you’re constantly looking for new angles to tell brand stories, pitch ideas, and create engaging narratives. Adaptability, because trends and consumer interests shift quickly, and you need to stay on top of these changes and respond in real time. And lastly, strong organizational skills are key for managing multiple projects, events, and deadlines simultaneously.
However, I don’t think there’s just one type of personality suited for PR. Both introverts and extroverts offer valuable strengths – extroverts may thrive in networking, while introverts might excel at strategy development.
Did you ever feel that you weren’t prepared enough for this role because you didn’t attend a fashion school?
No, I didn’t feel unprepared as I’ve always had a strong interest in fashion and have done a lot of my own research into the industry and its history. And my academic background was broad but I specifically focused all my internships in the fashion industry to build relevant experience.
I actually like to see my non-traditional path as a strength rather than a setback. I believe coming into the field with a different background can be an advantage – it lets you bring new perspectives and ideas to the role.
Lastly, can you share a few tips to start a career in fashion PR? Especially considering that most of our students didn’t study fashion and have no or little work experience.
Be curious and immerse yourself in the industry by doing your own researches ; read up on fashion history, trends, and key brands to build your knowledge independently.
Be proactive by seeking out hands-on experience, even if it’s outside fashion initially.
Finally, remain motivated and persistent; smaller roles can often lead to new opportunities and open doors to larger roles over time.
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We hope this interview with Sonia Wolfrom provided you with more clarity about the role of a fashion PR.
As you saw with her example, studying fashion is not absolutely necessary; a degree in Communications, languages, or even international relations or economics can open doors. You can then build your knowledge about fashion independently by doing research and reading.
Another takeaway is that while working closely with brands on exclusive projects and events is part of a PR’s job, don’t overlook its analytical and technical side: developing strategies, writing press releases, pitching stories to the media, and so on.
Lastly, Sonia’s story reminds us of the importance of reaching out to brands and PR agencies directly to secure internships – even short ones during your studies. By adopting a proactive approach, you’ll get closer to your dream career in fashion PR.
You can follow Sonia on LinkedIn and Instagram.
Want more tips on how to become a fashion PR? You can continue learning about this career in this article.
