25 March 2025 |
Text Bethany Berkely
Photographer Mustafah Abdulaziz
Fashion Editor Lena Lauer
Public relations. The very name conjures images of glamorous parties, whispered secrets and deftly crafted narratives. But behind the glitz of the carefully curated runway shows, events and more lies the hard work and strategic thinking of PR agents, the unsung heroes of brand-building and reputation management. These industry insiders work tirelessly so that fashion-lovers can feast their eyes on the variety of beautiful clothes and images designed to captivate and engage both on and off the runway.
Jörg Bernicken
Ten years ago, seasoned PR agent Jörg Bernicken left LVMH to launch his own agency, aptly named Luxurious Thinking. Over the years, the agency has developed a speciality in event design, collaborating with more than 30 brands ranging from Bulgari to Audemars Piguet.
Where did you grow up?
I grew up in Rothenburg ob der Tauber – a small, picturesque medieval city in northern Bavaria.
Were you interested in fashion as a child?
Absolutely not. I was a petrolhead, interested in cars, design and technics. Buying new clothes with my mum was always an absolute disaster.
Did you have anyone that inspired you to explore the fashion industry?
Vivian Ward, better-known as Julia Roberts in 1990’s Pretty Woman. When she walked down Rodeo Drive in that puff-sleeve dress, paired with white gloves and black hat, I was hooked. The very next day I went to the local perfumery and bought myself my first fashion piece: a pocket square.
Where did your journey into fashion PR begin?
In a large Munich agency when I was chosen for the first big event for an international luxury brand in Prague. It was an exhibition of their heritage collection. It was exciting, challenging and I was totally overwhelmed. But the client obviously liked my work so much that all subsequent budgets were initially placed with me. A few years later, I started at LVMH and was responsible for the PR events for the champagne and spirit brands in Germany.
What do you think it takes to stay ahead of the curve in the industry?
Do it like the great fashion icons: be unmistakable. Create the “it piece” that everyone wants, but not everyone gets.
What has been your career highlight so far?
Founding my agency out of nothing ten years ago and working for more than 30 luxury and lifestyle brands. That is a wonderful gift.
If you could go back to when you first started out, what would you do differently?
Nothing at all. Everything happened for a good reason. I believe in karma.
What do you think the future holds for fashion in Germany?
Innovation, quality, reliability and lasting value create a perfect balance against the ever-changing landscape of public opinion. If we focus our creativity on that, Germany has great opportunities. We’ve always loved to embrace this approach
Jörg Bernicken photographed at Luxurious Thinking’s Munich office
Instagram: @bernicken @luxuriousthinking
Bianca Ruessel
Bianca Ruessel’s passion for fashion ignited in her small- town German upbringing. After beginning her career in car advertising, she followed her true calling, transitioning to the fashion industry. Her diverse experience, spanning marketing and public relations, ultimately led her to become the director of global communications for haebmau.ATELIER, a renowned international PR agency – a remarkable achievement.
Where did you grow up?
I grew up in a small town in Germany, located near Heidelberg.
Were you interested in fashion as a child?
Both my parents dress extremely well. The London influence from my mother caught up with me when I was around 14 years old. Since then, fashion has become part of my being.
Did you have anyone that inspired you to explore the fashion industry?
I started off in classic advertising in the automobile industry. After some years, it was my mother who believed that I should try my chances in the fashion field. I am a classical non-traditional candidate and I believe my unconventional, self-thought way into this industry made me go the extra mile.
Where did your journey into fashion PR begin?
It started with a marketing all-rounder job at a fashion sales agency which then also opened a retail concept store, where I was lucky to get a chance with touchpoints of several departments. I was very driven and grateful to have gained insights into fashion distribution, marketing, trade shows, retail concepts and activation, a bit of PR and many more. It was my gateway into this world. My specialisation towards PR actually came over time.
What do you think it takes to stay ahead of the curve in the industry?
If it’s not coming naturally to you and you have to think too much about it, it’s not for you. You either live this or you don’t. Always back up your know-how, read, be open for new processes and have a strong stand on zeitgeist and culture. The golden ticket is if you can really read a room, turn and convince that room and back up your opinion with distinguished knowledge/expertise.
What has been your career highlight so far?
I would say teaming up with Patti Smith was such an honour. Working together for a collection performance with Carlota Guerrero for Miami Art Basel was one for the books, and having a part of the Maison Margiela haute couture spring 2024 show by John Galliano, which to me was a show going down in history, where our client and genius Pat McGrath created the iconic porcelain make-up looks. Besides iconic parties and travels, it comes down to knowing the power of great PR – that still gets to me.
And any challenges?
Challenges always come up and without sounding cliché, the biggest challenges throughout my career shaped me and built my work persona. It makes you confident that everything is doable and that’s where the real fun begins.
If you could go back to when you first started out, what would you do differently?
I always went in 110 per cent and trusted my gut feeling, especially when it comes to people and work environment energies. Looking back, I would hope for the same crossroads and experiences – for the good and bad ones.
What do you think the future holds for fashion in Germany?
Germany has a rich history of producing great designers, creatives and industry leaders in the fashion world. Today, the country still holds a lot of talent. However, to ensure this talent makes waves and credible impact both nationally and internationally, I believe the opportunities and education within the broader fashion industry needs a facelift. This includes providing mentorship and foundational education, such as crafting a CV, securing funding for startups, and developing essential soft skills like presentation abilities, strategic thinking, body language, research and a refined aesthetic sense – the list is endless. Despite these challenges, Germany has consistently contributed leading talents to the realms of fashion, art and cultural zeitgeist, earning international recognition. This tradition of boldly pursuing visionary ideas will continue in the future, I am certain of that.
Bianca Ruessel photographed in haebmau. ATELIER’s Berlin office
Instagram: @haebmau.atelier
Michaela Guembel
Senior Vice President of world-renowned PR agency Karla Otto, Guembel grew up interested in fashion, though she studied business administration in university. She was constantly inspired by her parents and grandmother. Diving into the fashion world upon graduating, she has since developed her passion and skills for public relations. She now spends her days working with high-profile brands within the agency and has become a force to be reckoned with in her field.
Where did you grow up?
I was born and raised in Bavaria, in the countryside, not only with the privilege of living in a beautiful environment but also being surrounded by parents and also grandparents who were always supportive but never pushed me. They taught me both the freedom of life and a strong sense of responsibility towards myself and others.
Were you interested in fashion as a child?
My mum would have quite a few stories to tell about what she had to go through with me as a child and especially as a teenager. I loved going shopping with her before the new school year started, it was our ritual – that was the fun part. But I also remember being totally obsessed with pieces my parents were not happy with, and nagging until they gave up. And my grandma was, and still is, an inspiration for me. She taught me quality over quantity.
Did you have anyone that inspired you to explore the fashion industry?
I did not have any immediate connection to the fashion industry and stepped into fashion as one of the fields I was interested in. After graduating from uni, I considered starting my career in various sectors, and fashion was one of them.
Where did your journey into fashionPR begin?
After finishing my business administration studies, I was lucky enough to be able to work in basically any industry. I didn’t graduate with a specific profession such as a physician or a lawyer – it was up to me to find out what I wanted to do. Already during my studies, I joined a global beauty company as a working student, and that was definitely the most formative experience for me – I loved the global, international approach and atmosphere, the professionalism, the attention to detail, and of course the glam I felt being part of the company. I’d say for me it was more about the brands, the companies and their philosophies rather than merely the fashion aspect. That’s also something I love about my role at Karla Otto: I appreciate being able to work with amazing brands from different industries, with a team of incredible talents and in close cooperation with all of our offices worldwide. It’s so inspiring every single day.
What do you think it takes to stay ahead of the curve in the industry?
Authenticity. Smartness. Passion. Interest in the world, in people. Love. It’s quite simple to make a difference and stand out if you have values, live a conscious life, treat the people around you and especially yourself with utmost care and respect. All this provides you with a strong foundation, the freedom to consistently evolve – and stay ahead of the curve.
What has been your career highlight so far?
Honestly, it’s impossible to name one single highlight, and I wouldn’t want to pick one. In your personal and your professional life, it’s the endless series of moments that shape you and make you the person you are. And of course, there were a lot of amazing moments working with international clients for so many years. I have had the privilege to experience a lot of incredible, inspiring, uplifting and unforgettable moments in my career – otherwise I would probably no longer be doing what I do.
And any challenges?
There were and are challenges, of course; one of the biggest nowadays being time. The business I have the pleasure to work in is one of the most beautiful ones in the world. I work with outstanding personalities and brands – and of course there are challenges and sometimes I just want to go back to bed.
If you could go back to when you first started out, what would you do differently?
I am beyond happy with and thankful for my life, on a personal and on a professional level. When I started working in this industry, I did not expect this kind of career, meeting and working with so many incredible people and talents.
What would I do differently?
I would set clearer boundaries earlier on. Because it gives me peace and freedom.
What do you think the future holds for fashion in Germany?
That’s a question I am unable to answer as I cannot predict the future. Of course, there are challenges for the fashion and luxury industry – not only in Germany but globally. I see the powerful energy of a creative cultural hub in Germany. We have a lot of inspiring, talented people in different disciplines and fields who bring a vivid, open-minded spirit to life. Fashion, culture, dance, music, art, wellbeing, design and hospitality are all strong and impactful sectors individually, but they now open up to interact and connect. That’s a wonderful new spirit and I love being part of it.
Michaela Guembel photographed in Karla Otto’s Munich Office
Instagram: @karlaotto
Mumi Haiati
Mumi Haiati, founder of Reference Studios, has been instrumental in establishing Berlin’s presence on the global fashion stage and is a respected figure within the industry. After graduating from the Istituto Europeo di Design and working as menswear designer Boris Bidjan Saberi’s public relations director, Haiati founded Bureau Haiati, a multidisciplinary communications agency, in 2014. He then went on to launch Reference Studios in 2017, driven by a vision of a creative and globally-minded agency for today’s interconnected world. Today the counter-cultural agency works with a diverse roster of artists and brands – including Gucci, Rimowa, Magliano, 032c, Gentle Monster and Universal Music Group – on projects ranging from public relations to special initiatives.
Where did you grow up?
In Düsseldorf – which, funnily enough, is Germany’s former fashion capital.
Were you interested in fashion as a child?
Yes. I secretly played dress-up with my sister’s Barbies.
Did you have anyone that inspired you to explore the fashion industry?
I was always interested in people with distinct styles: Dennis Rodman, Nile Rodgers, Cam’ron, or Slash from Guns N’ Roses. The MTV era was very inspiring for me.
Where did your journey into fashion PR begin?
In Paris in my early twenties, when I did an internship at Totem, who represented some of my favourite designers of the time. They had a focus on Belgium.
What do you think it takes to stay ahead of the curve in the industry?
Connection.
What has been your career highlight so far?
I launched Reference Times, my perfume with my long-term team-member and friend Tim Neugebauer, at Dover Street Parfums Market in Paris. It follows the idea of merch perfume on the one hand and ceremony on the other.
There are many more great things to come.
What do you think the future holds for fashion in Germany?
A better infrastructure and connectivity with the evolution of Berlin Fashion Week and our very own format Intervention.
Mumi Haiati photographed in Reference Studios’s Berlin office
Instagram: @referencestudios
Alja Tabache
Managing director at Schoeller & von Rehlingen PR GMBH, Tabache works alongside Andrea Schoeller and Alexandra von Rehlingen, who founded the agency almost 40 years ago in 1986. Their expansive client list includes Armani, Montblanc, IWC, Steiff and Fenty Beauty by Rihanna.
Where did you grow up?
I grew up in northern Germany.
Were you interested in fashion as a child?
My parents have always been interested in design and fashion, even though they are both doctors. From a young age they travelled with us kids, and whenever we were abroad they took us on their shopping trips. They were always on the lookout for unique pieces and designers, some of which were not available in Germany. My mum was a passionate reader of fashion magazines, and my sister and I often played with her magazines, creating collages and even making our own.
Did you have anyone that inspired you to explore the fashion industry?
I have to give credit to my mum. Her passion and enthusiasm for fashion and magazines planted the seed for my interest. However, I never seriously considered a career in fashion because I didn’t see myself as skilled or creative. I also wasn’t aware that there were opportunities beyond becoming a designer to work with fashion and lifestyle brands.
Where did your journey into fashion PR begin?
I have a master’s degree in economic science and completed all my internships in marketing without knowing much about PR. However, towards the end of my final year, I saw a TV documentary about Andrea Schoeller and Alexandra von Rehlingen. The programme followed them through their workday, juggling events and fashion shows, and I was instantly hooked. I called their office and they invited me to a job interview the very next day. I flew to Munich for the interview, started the following day, and 20 years later, I feel incredibly fortunate to call Andrea and Alexandra both my mentors and partners.
What do you think it takes to stay ahead of the curve in the industry?
Stay curious and open to exploring new ideas. Don’t cling to “rules” simply because things have always been done a certain way. Just because you personally don’t like or believe in something doesn’t mean it lacks social relevance. Seek out the story behind the story, and engage with people from a variety of fields. Most importantly, surround yourself with a diverse and supportive team.
What has been your career highlight so far?
I have had the immense privilege of personally meeting and working with some legends of the fashion industry, such as the late Wanda Ferragamo and her children and grandchildren; Vivienne Westwood; the Etro family; the visionary Brunello Cucinelli and his family; Giorgio Armani and Karl Lagerfeld. Alongside these incredible encounters, I have experienced many cherished moments throughout my career. Among them are organising a press trip to India for the 80th anniversary of Jaeger-LeCoultre’s Reverso watch – two unforgettable weeks of cultural highlights – and contributing to Ferragamo’s 80th anniversary event in Shanghai, plus organising a cinema preview of a Lagerfeld documentary in Munich, with Lagerfeld himself in attendance.
And any challenges?
As new large markets, such as China and Korea, have emerged, the role of the German market has diminished. This shift has made it increasingly challenging to compete for budgets, recognition and attention. At the same time, cultivating relationships – not only with clients but also with key players in the market – has become even more valuable and essential. And then a completely different kind of challenge: a severe earthquake happening during a press trip.
If you could go back to when you first started out, what would you do differently?
Honestly, nothing!
What do you think the future holds for fashion in Germany?
While there are nowadays hardly any German fashion labels that are internationally known/successful, it is amazing that influencers such as Xenia Adonts, Caro Daur, Leonie Hanne, Veronika Heilbrunner, Elevator Boys and Nic Kaufmann are internationally known and recognised. The German fashion industry faces multiple challenges and lacks international recognition, even though we do have some great talents such as William Fan or Horror Vacui.
To gain international relevance, though, young designers need more support and funding, platforms and visibility.
Generally speaking, Germans are more enthusiastic about topics and brands that come onto the market from outside the country, and it takes perseverance to gain their attention and interest; once this hurdle has been overcome, Germans are very loyal clients. There is a very strong interest in quality and craftsmanship which particularly benefits the brands that our agency has in its portfolio. Germany is also not a trendsetter when it comes to fashion, but it has always been a solid market in Europe with a profound spending power from the locals, hence low dependency on tourism.
Alja Tabache photographed in Schoeller & von Rehlingen PR’s Munich office
Instagram: @svr.pr
TEAM CREDITS
Photographer MUSTAFAH ABDULAZIZ
Fashion Editor LENA LAUER
1. Reference Studios
Text BETHANY BERKELEY
Talent MUMI HAIATI at Reference Studios
Hair and Make-up REBECCA SCHMITZ at Nina Klein Agency
2. Haebmau
Text BETHANY BERKELEY
Talent Bianca Ruessel at Haebmau
3. Karla Otto
Text BETHANY BERKELEY
Talent MICHAELA GUEMBEL at Karla Otto
Hair and Make-up EVANGELOS TZIMIKAS at Fame Agency
4. Luxurious Thinking
Text BETHANY BERKELEY
Talent JÖRG BERNICKEN at Luxurious Thinking
Hair and Make-up EVANGELOS TZIMIKAS at Fame Agency
5. Schoeller & von Rehlingen PR
Text BETHANY BERKELEY
Talent ALJA TABACHE at Schoeller & von Rehlingen PR
Hair and Make-up EVANGELOS TZIMIKAS at Fame Agency
