Fashion Publicist Job Description


When fashion apparel companies and retailers seek to build a desired brand image in order to reach target markets and create awareness, they often turn to professional fashion publicists to manage such tasks and other relevant assignments. The job of a fashion publicist therefore is to establish positive images of various brands into the minds of consumers, and then maintain it through a variety of creative promotional techniques.

Fashion Publicist Defined

  • While the job of a fashion publicist requires establishing a valuable image for a client's product(s) and bringing it into a favorable light to his desired target audience, the job also entails one to maintain current awareness of social, economic and political trends. Since these trends may ultimately have an effect on a client's business, the fashion publicist must recommended the most effective methods in bringing the client's work into the public limelight through a variety of media events and strategies.


  • Typical job functions of a fashion publicist range from organizing a fashion client's runway show, arranging the launch of a new store or product, coordinating trunk shows and designer sample sales (assuring that industry professionals and consumers are made aware of these events well in advance), to overseeing promotion and production events. In addition, a fashion publicist must consistently maintain media relations (contacting fashion editors about featuring clients in magazines), while obtaining other sources of media coverage, which may include a special feature in a television or radio show, or perhaps in other forms of print media.

Required Credentials

  • Since the practice of public relations is generally considered to be a marketing communications discipline, it's highly recommended that an aspiring fashion publicist achieve a college degree in majors that are relevant to that discipline. Being able to show that you obtained a college degree on your resume, during job interviews, will leave a good impression with hiring managers.

Starting Out

  • While having ample experience within the fashion public relations field and a college degree is essential, aspiring fashion publicists should also have a knack for networking, consistently linking up with important people in the fashion industry and potentially acquiring the interest of future clients.


  • As of 2010, a fashion publicist can expect to earn anywhere from $40,000 or more annually, depending on the type of clientele he has and the success of the events he organizes.

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  • Photo Credit job image by Yvonne Bogdanski from
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