Public Relations Director Careers – Fashion Industry

A career as a Public Relations Director (PR Director) in the fashion industry can be very exciting and rewarding. As a Public Relations Director, you will be responsible for all press-related communications and events on behalf of the brand. Public Relations Directors of major fashion and retail brands have an enormous amount of responsibility and are on the go 24/7. Check out the sample job description below to see exactly what some of the tasks, responsibilities and job requirements are for a Public Relations Director in the Fashion Industry.



The Director of Public Relations – Fashion & Luxury will develop, lead, and execute Public Relations strategies for the brand. The PR Director works closely with the brand’s Executive team to develop and implement the strategic vision of the brand. The incumbent is responsible for designing PR activities to meet corporate objectives through media and community relations, as well as internal communication. This position is critical to sustaining the growth and momentum of the brand.

  • Provide a seasonal trend overview for circulation
  • Strategize Public Relations programs and initiatives that will provide measurable results in achieving the brand’s communication objectives
  • Develop the seasonal and long-term PR strategy with the management team
  • Secure press coverage in top fashion print and online outlets
  • Oversee and monitor all editorial and international press requests for all national publications, secondary publications and regional publications, as well as engaging in proactive pitching
  • Build and maintain new media relationships
  • Build celebrity relationships through celeb stylists and publicists; secure celebrity press coverage
  • Act as the internal and external brand spokesperson by living and teaching the core brand values and educating others on how to achieve the goals set out in the brand strategy
  • Write all press releases
  • Collaborate with the Marketing team on branding events
  • Orchestrate seasonal gifting programs
  • Establish and execute strategic media relations plans for new product launches, store openings, store expansions, and brand partnerships
  • Cast all showroom models
  • Partner with Marketing team to develop social media content Facebook, Twitter, Pinterest & Instagram)
  • Work closely with Merchandising/Sales and Marketing teams to align PR programs with marketing plans and maintain ongoing status updates
  • Create brand PR campaigns tied to global marketing programs that can be implemented on a national as well as local-market level
  • Responsible for timely execution and distribution of seasonal look books
  • Deliver press materials for new and improved products, program launches and any relevant marketing initiatives every season
  • Plan all facets of seasonal press previews
  • Serve as a liaison for brand spokespeople and outside designers to orchestrate interviews, appearances, and brand features
  • Analyze the effectiveness of PR activities and modify strategy to meet changing needs
  • Provide seasonal and project-oriented competitive analysis reports
  • Work with editors on feature stories in conjunction with Production to insure all steps are taken to accommodate special requests
  • Liaise between Publicity and Wholesale to ensure proper communication of press activity
  • Attend key industry events
  • Determine and adhere to budget requirements


  • Must have 7-10 years of Public Relations/Communications experience with an emphasis on fashion and/or consumer brands
  • Bachelor’s degree required, preferably in Communications, Journalism, Marketing, or Public Relations; MBA preferred
  • Must have strong relationships within the fashion industry, particularly with fashion and luxury editors, stylists, bloggers, and international editors
  • Excellent oral and written communication skills
  • Excellent creative thinking abilities
  • Easily adapt to changes or shifts in priorities
  • Good managerial skills to develop and coach direct reports
  • Must be team-oriented
  • Knowledge of apparel industry is a must; in-house experience preferred
  • Global viewpoint and cultural sensitivity a must
  • Comfortable using social media networks and online channels
  • Entrepreneurial spirit and a strong worth ethic
  • Integrity and honesty in all business transactions
  • Solid understanding of fashion trends and market dynamics
  • Strong understanding of brand positioning