The Art of PR – Reference Studios

The world of fashion is a big moving machine with many elements, and oftentimes the transparent glue that holds everything together behind the scenes is the work of Fashion Public Relations. Whether they are on the inside of brands or operate as independent agencies, fashion PRs play one of the most vital roles within the industry, forging connections amongst brands, celebrities, magazines and creatives in and outside of the industry. Although they work so avidly, not much is known to the general public about what they truly do as they frequently prefer to stay out of the spotlight. This past fashion week we turned the camera inwards during one of the most hectic times of the year as we delve into the intricate artistry that fuels the fashion PR world, where image-making, storytelling, and strategic communication converge to shape the industry's narratives. We peel back the layers of this captivating domain, we will uncover the visionaries behind the scenes, the tastemakers who transform designers into icons, and the alchemy that turns fabrics into cultural phenomena. 

Our first stop was Milan, with independent communications and PR agency Reference Studios founded by Mumi Haiati in 2017 with the vision to create a contemporary platform built on creativity and his vast global network. Reference has offices in Berlin and officially moved to Milan last year and has since been taking the city by storm , curating some of the most interesting happenings locally with brands and creatives around the city. They operate under the philosophy that everything a brand does – from product over advertising to an event – should be thought of, and treated as, a form of media. Together with videomaker Davide Derocchi, we went on a hectic journey throughout the week with them.