‘We’re not here to dress up’: a young PR’s survival guide to fashion week
Far from the fantasy of glamour and the front row, fashion week is primarily a marathon for public relations teams. With New York Fashion Week wrapping up and handing over the reins to London, and Paris and Milan to follow, many interns and junior assistants are preparing to face their first major event rush. Between regretting stilettos within the first hour and escorting VIPs through the kitchens, Caroline Charles, founder of the eponymous press office, lifts the veil on the reality of the job and shares her lessons.
Formalwear is an illusion: prioritise mobility
What is the biggest myth about starting out in an agency? Thinking that attending a show as staff is the same as being a guest. The illusion of the “spectacle” frequently leads junior staff to overdress. “Often, the girls wear heels that are too high and after an hour they have to change because in our profession we are always on the move, we are not static,” recounts Caroline Charles. The public relations profession demands constant movement. A professional yet endurance-focused outfit is the first golden rule for a successful event.
Lack of involvement is an unforgivable misstep
Access to the show venue is a filter in itself. “If they are not capable, we don’t bring them to shows,” explains Charles. You must therefore prove your reliability beforehand. Once on-site, the test is no longer technical, but behavioural. For a PR professional, the ultimate mistake, particularly noticeable in the new generation, is giving the impression of “not being involved”. The chaos of an event demands total commitment. A passive intern who waits for orders without grasping the urgency or the collective stakes instantly closes the door on future employment.
DNA of the job: responsiveness and knowing your place
Conversely, the assistant or intern who stands out is not identified by grand gestures, but by a precise attitude. The profile destined for success possesses this particular “DNA” which boils down to two notions: being extremely responsive while knowing how to stay in your place. It is about understanding your role in the overall machine, intervening the moment the team needs you, without ever overplaying your part or crowding the space.
Networking is done at the door, through observation
It is often said that a good PR professional is invisible on the day of the event. How, then, can a junior team member hope to build a contact book without seeming opportunistic or bypassing their managers? The key lies in strategic tasks, such as managing the entrance. Handling check-in and seating is a formidable school of observation. It is the perfect opportunity to memorise faces, associate names with titles and understand the layout of influential guests, thereby laying the foundations of a professional network without ever forcing contact.
Knowing how to improvise
“At one of my first shows with Béatrice Keller for Versace, we had to coordinate with security to identify VIPs and ensure everything went smoothly,” recalls Charles. The communications expert also admits to having had to escort guests out through the kitchens to facilitate things. When the unexpected occurs, it is resourcefulness combined with composure that saves the event, even if it means making unorthodox decisions. A good PR professional always finds an emergency exit.