FashionPR.com Interview : Liz Parry - Liz Parry PR

I have always loved fashion as a child and if I could go back I would study fashion design. There are aspects of the fashion world that drive me crazy though, which is why I like supporting the younger designers and those with integrity and a great personality that hasnt been swollowed by their fashion ego! If I wasnt a fashion PR, I had probably be into something travel related...preferably in South America.

I started out in fashion by working for one of the first Fair Trade fashion brands called People Tree which was then based in Tokyo with a branch in London. Today, they are still regarded as the pioneer of ethical fashion and Safia Minney's (Founder) drive for her business was infectious.

I set up my boutique fashion PR agency 4 years ago after returning from travelling around South America. Id done fashion PR before, but really wanted to focus on being my own boss and promoting the new and emerging talent from the UK and increasingly more and more designers from around the world with special love for those coming from New York!

Liz Parry PR is aimed at promoting emerging, independent and ethical designers from womenswear to accessories. I work with both UK and International designers and am always on the look out for new and amazing designers that make me excited to get back to the office on a Monday morning...

Far more than I should - I need to learn to switch off occassionally!

A Fashion PR is the person who connects fashion brands with the fashion media. They determine where and when the brand should get exposure whilst building and protecting the name. There are so many ways of doing this but most of them include having great relationships with the fashion press! Most weeks will include; writing press releases and copy, liaising with fashion media and stylists, product placements, overseeing product launches and celebrity endorsements as well as organising fashion shows and events where necessary.

I love seeing a new brand grow and the excitement when the collection gets noticed and featured throughout the press.

Relationships and consistancy as well as having a good eye.

New designers often dont know what to expect, so you should sit down and write a PR schedule focusing on their target press and audience before you start.

Look at their current clients to check your brand will sit well with them and wont 'compete' and also their recent press exposure for these brands to see the kind of coverage they are capable of. Having a good 'spark' with your PR is also really important and be careful that your initial meetings will be with the person that will be involved in handling your account day to day.

Managing other people in the office, even though its small - its sometimes tricky managing others as well as my own workload.

With monthly reports and regularly phone/email conversations

By speaking to them regularly and knowing their style and being able to interpret it in a welcomed way.

Digital is everywhere and proving a real rival to print with bloggers becoming a really important part of fashion media.

None, which is probably a blessing although it would be nice to download after work sometimes and thrash out a problem with them!

Get as much experience as possible, its a really competitive market to get into. Ive had the help of some wonderful interns over the years and I think the experience (when you get it right) is equally rewarding on both sides.

Rodarte, Phillip Lim and Les Chiffoniers

Whats for you wont go by you (my Mum!)