Since I was 15 years old I was very attracted to fashion, press and communications. I was obsessed with fashion and wanted to organize runways and photo shoots. After graduating with a bachelor’s degree in communications, I was hired as a communication assistant in a business school but was still obsessed with fashion. Unfortunately in France, there are a lot of internship opportunities but not many job offers.
I was determined to make my dreams come true so I decided to create a small agency. I started with the promotion of a very feminine and avant-garde e-shop called ModeTrotter and a young minimalist chic brand bag designer called Yvonne Yvonne. It became successful and fashion editors started to recognize SO’PRESS and that is when SO’PRESS was born; my goal is to promote and develop young designers in the industry from all over the world. Young designers need us and it is good to see new creators in the media. PR is a real passion, relationships are very important and that is what I love about this job!
When I opened my first office last year in the center of Paris rue Etienne Marcel, that was when I started to realize that SO’PRESS wasn’t a dream anymore – it was a reality! Also meeting great fashion editors that help me a lot in the improvement of the company. I am forever grateful.
What is the best PR advice you ever received?
Always be reactive, never gossip about people and keep it simple. Your client is the star not you!
Any advice for those looking to get into PR?
PR internships are very important, even more so in fashion. Communication schools can help you find good internships, meet others and gain experience. The more you make of your internships, the more you will be ready to work in the PR industry.
What differentiates PR in France from everywhere else?
I think the approach to editors can be different. We need to learn more about how editors are approached in other countries such as United States, but I think the big part of the work is nearly the same in France than anywhere else, apart from the fact that in France we are not using a lot of the social media in PR services at the moment. It is developing more and more but is still a little bit rare.
Fore more information, check out SO’PRESS on Facebook.