Hi Juan. How’s your day?

I’m good, thank!

Would you tell us a bit more about PR YOU and yourself? What does PR YOU do and what are the main focus in PR YOU’s scope of business?

PR YOU was born 2 years ago after having worked around 10 years next to emerging designers or big names of fashion industry, with the aim of accompanying young brands with a global strategic expertise. We are a communication consulting agency and a press office having the objective to structure and promote emerging designers with a sustainable and inclusive engagement.

On my side, I followed technical studies where I learnt sewing and mechanic for textile industry, before going towards a fashion designer graduation. This helped me develop a real sensibility to the products and understand the issues associated with the industrialization of brands – from the drawing to its creation in factory. After all of these experiences, I was facing with the same choices as all of my classmates and other graduating designers – to build my own brand without knowing where to start from; or to start by understanding how to create a community and discover what we mean by public relations and communication. Mechanic may seem quite far from communication but in the end, I think it benefits me a lot. When you learn how to think and understand what works and what doesn’t, thing will be solved quickly and easily.

What followed was a powerful piece of an evidence. In the end, a series of beautiful encounters the pushed me forward and accompanied me to where I am today.

So, we can say your past experience in public relations and communication after graduation somehow inspired you to establish your own agency, PR YOU?

Yes. After many experiences in various offices, I’ve noticed that some designers lacked a lot of help in terms of brand structuration and product communication. They might have some brilliant ideas, but they don’t know how to market them. Instead of copying the modus operandi of other communication agencies, I chose to highlight on fostering young creators, dedicating my experience to help their brand grow.

As a founder and CEO, what are you vision to PR YOU?

I wanted to create an agency that is deeply anchored in the present, not afraid of digital communication and capable of advising brands on their structuration and key strategies and investments. We’re a young team and are not afraid of the evolution of press and media environment. If things change, we have to adapt.

Could you run through quickly to some of brands you are currently representing?

We represent various brands and from all around the world and in different fields. For instance, we work alongside The Silk Road Paris, the first European platform specialized in promoting and vending sustainable, ethical and artisanal brands from all around the world and especially South Asia. Their curation is super selective and they must visit the brand’s workshops to be sure of what they offer, they work with Carbone-neutral senders…We’re also working for the France and Hong Kong-based footwear label BOTH, whose soles are made of natural rubber and recycled plastic (EVA). Our new entries includes NORMANMABIRELARGUIER, whose first collection was showed at Festival de Hyères and ModaPortugal after receiving diploma at Geneva’s HEAD; Miss Boo, who dresses most of Parisian drag artists and MOSSI, who has created a free haute-couture school in the suburbs of Paris.

Let’s tell us about the key values of PR YOU and your sustainability and inclusive approach? You mentioned that you would like to work with brands that are environmental-friendly and discrimination-free. These are two issues not so easy to tackle. What made you decide to focus on these values?

These values are the pillars of our agency. Of course, it is difficult to be completely blameless in this field, as fashion industry is extremely polluting, but our goal is to provide sound strategies that fit to our sustainability and inclusivity approach. The curation of our brand, our business and media partners are also the base of these pillars. Commercial development is also a key factor to consider when you are a brand with a sustainable business model. Hence, we offer strategies adapted to this point so as not to rely heavily on the wholesale model.

How will you position yourself and PR YOU in the ever-changing fashion industry?

I think that our strength is our age range and our flexibility. Our team members grew up with the evolution of media and our vision for public relations extends beyond print press. Social networks are a large and potential platform on which we could implement our values and strategies.

According to you, what makes PR YOU different from other Public Relations and Consulting firms? What can PR YOU offer to them additionally that other Public Relations agencies might not be able to offer?

We work firstly with a strategy before on the product. We prefer consistency over quantity. We make people understand that public relations work is related to a more global communication work, which eventually related to the brand essence: We need to know who the brand is and where it wants to go. We don’t work with the same targets for different brands.

Now, we would like to talk about your “incubation” initiative. Each year, PR YOU will select 3 young brands and support them to grow professionally in the communication and fashion industry. What are the traits that you value the most when choosing the young brands to support?

When we initiated this program a year ago, our objective was clear – to discover new talents, which was also the reason behind the foundation of PR YOU. With my associate Leo, who is specializing in image, we analyzed the brands and their products, their commercial viability, added value and their essence for the society. We make sure to promote designer who are dedicated, but also those who are truly motivated by their brands and creations!

What channels, media and means you use to discover and scout the young designers?

There is no precise place to dig these designers out, but social media is definitely the best platform to understand a brand at the first glance. Some of contacted us directly, but we also participate in competitions and seek for new local brands while traveling. As you know, talents are all around the world

.

As an incubator, what does PR YOU provide to these young designers?

For the incubator program, we provide the exact same services as for the other existing brands. However, the difference is that the programmed service is planned only for 1 year. We are very cautious about their investment in this collaboration, as we put a lot of energy and effort into it. Basically, we help a brand to be structured from the ground up, develop their first commercial lines, their very first strategy and positioning. This is a long process, and it is also a process of mutual engagement. As we believe in them, we expect them to listen to our advice and put efforts in making progress. At the end of the sponsoring, we analyze our collaboration and decide whether to continue working with each other.

What are the future plans for PR YOU?

Indeed, we have a lot! I’d love to develop PR YOU in Latin America, for example in Medellin, Colombia. There’s a decent number of talented designers who are not represented here. It would be first and foremost a core project, a positive personal payback to my life, as I was born in Colombia and adopted by my French family when I was 3. I’m extremely grateful to my parents and I know how lucky I am to be at where I am today. It would be a cool way to open a new chapter from where everything started.

Unprecedentedly, London-based fashion brand COS took over the historic Corsie Sistine in Rome, for its first ever runway show in this eternal city. Dating back to the 15th century, Corsie Sistine was Europe’s oldest hospital. Inaugurated after a two-year conservation, thanks to Roman’s local health organization ASL Roma 1, the newly-restored monument is an authentic blend of pristine historical architecture and contemporary design. Featuring a modern structure crafted from recycled voile that creates a striking contrast to the ancient walls, the new Corsie Sistine is undoubtedly an ideal venue for COS’ Spring/Summer 2024 show.

Abbreviation of “Collection of Style”, COS epitomizes the contemporary minimalistic style with a focus on sustainability, innovation and craftsmanship. Not mere a display of style, the COS Spring/Summer 2024 is also a showcase of the brand’s endeavor in their values. Introducing simultaneously its Spring/Summer 2024 Mainline and Atelier collections, the 33 sophisticated looks embody the brand’s clean and cozy aura. The looks were relished by the 13,000 square meters of frescoes in the backdrop, emphasizing the enthralling merge of past and future. With legendary Italian supermodel Mariacarla Boscono elegantly closing the show, the pure excellence of COS’ aesthetics and craftsmanship climaxed.

Standing out with its exquisite fabrics use and meticulous attention to detail. The looks from the latest collection were marked by hand-pleated shoulder details, fishtail skirts, and flowing maxi volume. Tailoring and knitwear were redefined with extended hybrid sleeves and folded lapels, showcasing technical experimentation in cutting and texture. Leather jackets, ballet flats, and loafers highlighted the materials’ textures, while wide-leg pleated trousers featured hand-painted hems, adding depth and movement.

The collection also experimented with the materiality of light, exploring how chromatic effects can be achieved on translucent fabrics. Bold red tones on a neutral palette of steel blue, black, white, and sand rendered a beautiful and dramatic contrast.

Seamlessly mixed traditional craftsmanship with modern principles, COS reaffirming its commitment to timeless taste and uncompromised quality. The use of sustainable materials, including recycled components and paper yarns certified by the Responsible Wool Standard, emphasized the brand’s dedication to sustainability.

A selection of the runway collection is immediately available at COS boutiques and on cos.com, with more models to be released throughout the season. The Atelier line will be available from April, offering timeless elegance and craftsmanship both in stores and online.

Space Age fashion representative Courrèges has launched a capsule collection in collaborations with pioneering online luxury retailer Mytheresa. Featuring a total of 17 pieces, the exclusive collection highlights a monochromatic palette that combines Courrèges’ signature futuristic aesthetic with a contemporary sensibility, embodying the timeless elegance of Parisian fashion.

Once a synonym of futuristic, Courrèges projected the people’s desire for space exploration and unknown future at that time. As one of the coolest brands in 1960s, Courrèges took the Parisian fashion scene by storm with its simple and cutting-edge visual image, industrialist design and optimistic sporty style. Sending models down the runway with mini skirt, pants, goggles and helmets, Courrèges’ avant-garde concept and full-of-personality design approach revamped the fashion trend of post-war era. In those turbulent years when fashion people in Paris were in pursuit of extremely vanity and gorgeousness, Courrèges’ bold proposition of dressing women in super short mini skirt and trouser that have traditionally been part of the male wardrobe was undoubtedly revolutionary, pinnacling the brand onto the top of Paris fashion hot list before it went silent.

Since 2020, Belgium designer Nicolas Di Felice was appointed as the newest artistic director of this forgotten fashion house. Under the helm of this energetic young man, the magical revival started. Influenced by the rave culture, he infused a clear, modern vision to Courrèges’ notable cutting-edge design. He stayed true to the clean lines and silhouettes for which the fashion house is famous, incorporating them with new materials and fabrics in order to focus on quality and innovation. The rejuvenation came with great success, gaining huge visibility worldwide. Courrèges once again returned to the public eye.

Seeing its endless potential, Mytheresa teamed up with Courrèges for this exclusive capsule collection. Curated by Nicolas Di Felice, the collection combines Courrèges’ iconic heritage with the dynamic rhythm of today’s fashion world. Designed for modern women in any occasion, the collection offers versatility to their everyday wardrobe. Extending seamlessly from daily casualwear to sophisticated dinners then to the energetic dance floor, the capsule epitomizes the transition of fashion clothing from daytime to nighttime.

Lensed by photographer Jorin Koers and featured by model Ren Qing, the campaign visualizes Nicolas’ vision with an immersive environment of nearly heavenly purity, conveying an atmosphere of elegance and sophistication. Selling exclusively and globally on mytheresa.com from April 3rd, 2024, the Courrèges x Mytheresa capsule collection takes us back to the iconic Space Age with contemporary appeal and a dose of nostalgia.

Established in 1993 by Miuccia Prada, granddaughter of Prada’s founder Mario Prada, Miu Miu is the most unrestrained portrayal of Miuccia Prada’s creativity and very embodiment of modern Milanese style. Born with a younger spirit, the brand is meant to challenge the definition of traditional aesthetics while emancipating the woman’s consciousness. The Miu Miu girl became a symbol of innocence and playfulness. Their style highlights the naive yet extraordinary forms of the fashion house’s designs, demonstrating the most rebellious and provocative core of contemporary femininity.

As a trendsetter and one of the most beloved brand amongst stylists nowadays, Miu Miu launches a new campaign for its iconic Arcadie and Wander bags, celebrating the emblematic matelassé elegance in newest hues. Under the creative direction of Edward Quarmby and the styling of Lotta Volkova, photographer Steven Miesel uses his tender but powerful camera language to demonstrate modern femininity. Interpreted by supermodel Gigi Hadid, the image of immortalized Yevonde ladies in the 1930s comes into sight, transforming into a modern Miu Miu girl vividly.

The campaign takes inspiration from the works of Yevonde, the famous British photographer who made a pioneering revolution in coloured portrait photography. As a beacon of female freedom and independence, she was actively involved in feminism and women’s suffrage movements. Yevonde started working as a photographer at the age of 21, at a time when female professions were limited. Throughout her career, she manifested a confident tone of voice in her beliefs. By signing her works with her own name instead of using a men-like or gender neutral pseudonym, she blatantly underlined her female identity. Back in 1920s, it was uncommon for women to have their own career and creative personalisation. Despite all the odds in the societal aspects that went against her, Yevonde assumed her place in artistic photography by her well-thought colour palette and surrealistic silhouette of human being, objects, flowers and foliage and clothes that are united in a utopian composition. Through the lens of Steven Meisel, the distinctive style of Yevonde and the meaningful messages about feminism behind her work coincide with Miu Miu’s DNA, colliding into an unforgettably beautiful and powerful fashion campaign.

Launched internationally on April 8th 2024, the new Miu Miu Arcadie and Wander bag campaign is an authentic and colorful ode to Miu Miu’s perfection in unconventionally feminine design and youthful creativity that transcend boundaries. On top of the classic cognac and caramel color, the new Arcadie and Wander bags are available also in the new color of the season: bright orange and soleil yellow, ready to glow up your spring wardrobe in vivacious tints

Paris-based lifestyle and fashion label Maison Kitsuné lands in a landmark collaboration with French-Italian performance sportswear brand K-Way, merged their respective styles into a collection that embodies both elegance and practicality. Balancing aesthetic appeal and fundamental functionality, the capsule collection reinterprets K-Way’s iconic Léon and Claude windbreakers in Café Kitsuné’s inspired distinctive blue and yellow color palette, adding a layer of Parisian sophistication to the utilitarian flair.

Enriched with harmonious hue and sharp contrast, the collection taking cues from Paris’ versatile fashion style. Relaxed and at ease, the vivacious Parisian narrative runs through the entire capsule. A tincture of rebelliousness is added to the predominantly monochromatic design. By applying the unconventional Scottish tartan pattern, the collection infuses a graphic playfulness that creates unforgettable visual impact. The meticulously crafted cuts and tailoring is another highlight. The structured silhouette doesn’t hinder the wearer’s freedom of movement, providing comfort while maintaining fashionable.

The reimagined logos of this special collaboration is also noteworthy. Linked by the alphabet “K”, K-Way’s ever-present K logo is flanked by the lively and adorable fox symbol of Maison Kitsuné in one version of the logo, while subtly replace the “K” in Maison Kitsuné in another version of the logo.

Under the artistic direction of photographer Basile Bertrand, the campaign of the Maison Kitsuné and K-Way capsule collection brings to life a dynamic Parisian tale. Embodying the concept of “Paris by bike,” lovers chase each other on the cobbled streets, exploring the city’s historic monuments and romantic corners, showcasing a refined urban and neo-nomadic lifestyle.

This Maison Kitsuné and K-Way collaboration stands as an ideal choice of blending style and functionality seamlessly into the urban landscape. It is crafted for the discerning fashion and sport lovers for their favorite activities regardless of the weather conditions.