London — A seismic shift in public relations is occurring.
Alexandra Benezra, founder of boutique agency ASB PR, which started in London in 2021, has moved beyond the pond and now has stores in New York City, Los Angeles, and Mexico, going beyond traditional fashion and beauty communication. Are active.
The agency adds hospitality to its services including events, talent management, influencer and brand partnerships, and VIP dressing.
For Venezra, the most tangible results will come from working with VIP, the core of the agency's Los Angeles division.
“More than 70% of the brands I represent are VIP press. It's a very fast-paced environment for brands, and there's a lot of competition. Hailey Bieber wears your brand. “There is no doubt that if you do that, the brand will be promoted on social media and in the press, and the benefits will be amazing in terms of sales,” Venezra said in an interview.
Its reach goes beyond whether celebrities post about brands to get attention. Now, fashion fan accounts are doing just that. Instagram accounts like @kendalljennercloset have amassed nearly half a million followers, while @haileyrbiebercloset has 244,000 followers.
Benezra's clientele is primarily European, including brands such as Alexandra Miro, Edge of Ember, Charo Ruiz, Rouje, Boteh, Jia Jia and Oceanus.
“My clients' biggest markets are all in the United States, and many of them need a global agency rather than relying on multiple agencies at once,” she said.
Her latest client is Casa Yuma, a resort in Oaxaca, Mexico, working with her list of resort wear brands.
These days, brands and companies are aiming to kill two birds with one stone by working with fashion PR as a way to attract stylish, spending people. His leading PR agency now has a separate Lifestyle His team working on hospitality.
The Swiss-born publicist studied at the Glion Institute of Higher Education, a private hospitality management school in Montreux, Switzerland, followed by a three-month internship at Lanvin in Paris, and a master's degree in fashion promotion from the Marangoni Institute in London. I got it.
Benezra started her career with the Browns, where she worked for nearly three years, before coming up with the idea to start her own agency while she was away from work on maternity leave.
“When I worked at Browns, it was all about rooting for new talent, which is still very important to us as an agency. I want to be present,” she said.