After World War II, Paris sought to regain cultural and artistic leadership. Coco Chanel’s reputation had been shaken by rumors, and Christian Dior was at the very start of his journey. In that moment, the French press did not remain a passive observer. It wrote with awareness and support, helping to turn them into icons and anchoring their designs as timeless milestones. This rebuilt confidence in the French fashion industry.
Christian Dior Show
With this context, Mansoooj held a two-hour conversation with Ms. Mashael Al-Dakheel, an expert in public relations and fashion media. She highlighted common mistakes made by designers and shared straightforward advice for anyone working in fashion. Her opening message was clear. Design alone rarely suffices. A piece may sparkle on Instagram for a single day, but without media it remains limited and rarely becomes lasting influence.
Small details shape the overall impression. Clear photos, a well-organized profile, and fast responses to media requests determine whether a designer is present in the story or absent from it. Thoughtful media presence for a designer, a brand, a photographer, or any fashion professional does not stop at newspapers. It opens wider doors. Many organizations and companies assess media visibility and sentiment before agreeing to collaborate. Those who appear consistently and strongly increase their opportunities for partnerships and collaborations. Those who remain absent lose advantages before negotiations even begin.
Karl Lagerfeld in a photoshoot
What is the role of public relations in fashion
Media gives a designer or a brand tangible market weight and places their work within a sphere of influence beyond personal platforms. Public relations converts presence into practical opportunities such as invitations, partnerships, and new markets. Over time, it builds deeper intangible value such as reputation, crisis readiness, and stories that keep the brand alive in memory.
Building reputation
Those who involve the press and PR skillfully in launches and behind-the-scenes work do more than promote designs. They shape an identity that makes the name more valuable than any single piece. Media grants its trust to professionals who pay attention to detail and place quality at the core of their work. This reputation becomes a shield against imitation. As Ms. Mashael Al-Dakheel notes, a designer who convinces both the media and the public of identity and quality is less vulnerable to knock-offs, because audiences trust the signature even before they examine the piece.
Queen Elizabeth at Richard Quinn’s show
Crisis management
Mistakes are inevitable in a dynamic industry. A campaign may be misunderstood or a message may spark controversy. Public relations serves as a bridge to rebuild trust. The Dolce & Gabbana crisis in China in 2018 shows how an offensive ad led to a boycott and the cancellation of a major show. A public apology helped stem the damage and reopen dialogue. Speed and transparency are the first keys to reconciliation. Silence multiplies harm, because a void is filled by other narratives. A swift and clear response protects reputation and restores trust
How storytelling impacts a brand
A story adds a dimension that deepens memory. This was evident in Atelier Hekayat’s show at Riyadh Fashion Week 2024. The collection carried a human and personal vision. Media coverage amplified it by unpacking symbolism and presenting a narrative people could understand. Journalists became the link between brand and audience, creating impact beyond expectations.
Atelier Hekayat at Riyadh Fashion Week 2024
A designer’s tools for a golden media relationship
Lookbook: Prepare a visual record that communicates identity. Include images that highlight details, notes on fabrics, and the inspiration behind each collection. This equips the press to tell the story accurately and signals readiness for dialogue.
Media kit: Create an accessible file with a concise bio, milestones, key shows, awards, and high-quality images. Maintain a contact list of outlets and journalists. Share at the right time during launches or collaborations to open coverage opportunities at minimal cost.
Speed of response: Respect timing. Journalists work to deadlines. Reply quickly and flexibly to requests for statements or samples. This builds trust and raises the chance of being recommended for photoshoots and celebrity styling.
Influencer fit: Choose influencers as carefully as the target audience. Align content and demographics with the brand’s positioning. Do not rely on name recognition or raw engagement. Aim for audience match and message coherence.
Annual calendar: Track national occasions, fashion weeks, and major events such as the Red Sea Film Festival or the Joy Awards. Prepare early. Review shortlists and nominees, reach out at the right time, and offer suitable looks for the red carpet.
Horse Racing Club 2024
Sample culture: Reserve at least one piece from every collection, not for sale, ready for last-minute requests from stylists, magazines, or celebrities. Samples are a practical media investment. They accelerate access to shoots, red carpets, and campaigns, and they raise brand value beyond sales.
Design alone does not make a brand. Stories and media transform a designer from a maker of beautiful pieces into a name with lasting presence. For those who wish to watch the full conversation, the recording is available on the Mansoooj platform.
For those who would like to watch the full interview, it is recorded and available on Mansooj
