{"id":368233,"date":"2025-03-25T10:23:35","date_gmt":"2025-03-25T09:23:35","guid":{"rendered":"https:\/\/germany.10magazine.com\/?p=368233"},"modified":"2025-04-04T15:47:24","modified_gmt":"2025-04-04T13:47:24","slug":"meet-some-of-germanys-most-influential-fashion-prs","status":"publish","type":"post","link":"https:\/\/germany.10magazine.com\/en_gb\/meet-some-of-germanys-most-influential-fashion-prs\/","title":{"rendered":"Meet some of Germany\u2019s most influential fashion Prs"},"content":{"rendered":"
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Text Bethany Berkely
\n<\/b>Photographer <\/b>Mustafah Abdulaziz
\n<\/b>Fashion Editor Lena Lauer<\/b><\/p>\n

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.<\/strong><\/p>\n

J\u00f6rg Bernicken<\/strong>
\nTen years ago, seasoned PR agent J\u00f6rg 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.<\/p>\n

Where did you grow up?<\/strong>
\nI grew up in Rothenburg ob der Tauber \u2013 a small, picturesque medieval city in northern Bavaria.<\/p>\n

Were you interested in fashion as a child?<\/strong>
\nAbsolutely not. I was a petrolhead, interested in cars, design and technics. Buying new clothes with my mum was always an absolute disaster.<\/p>\n

Did you have anyone that inspired you to explore the fashion industry?<\/strong>
\nVivian Ward, better-known as Julia Roberts in 1990\u2019s 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.<\/p>\n

Where did your journey into fashion PR begin?<\/strong>
\nIn 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.<\/p>\n

What do you think it takes to stay ahead of the curve in the industry?<\/strong>
\nDo it like the great fashion icons: be unmistakable. Create the \u201cit piece\u201d that everyone wants, but not everyone gets.<\/p>\n

What has been your career highlight so far?<\/strong>
\nFounding my agency out of nothing ten years ago and working for more than 30 luxury and lifestyle brands. That is a wonderful gift.<\/p>\n

If you could go back to when you first started out, what would you do differently?<\/strong>
\nNothing at all. Everything happened for a good reason. I believe in karma.<\/p>\n

What do you think the future holds for fashion in Germany?<\/strong>
\nInnovation, 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\u2019ve always loved to embrace this approach<\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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J\u00f6rg Bernicken photographed at Luxurious Thinking\u2019s Munich office
\nInstagram: @bernicken<\/a> @luxuriousthinking<\/a><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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Bianca Ruessel<\/strong>
\nBianca Ruessel\u2019s 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 \u2013 a remarkable achievement.<\/p>\n

Where did you grow up?<\/strong>
\nI grew up in a small town in Germany, located near Heidelberg.<\/p>\n

Were you interested in fashion as a child?<\/strong>
\nBoth 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.<\/p>\n

Did you have anyone that inspired you to explore the fashion industry?<\/strong>
\nI 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.<\/p>\n

Where did your journey into fashion PR begin?<\/strong>
\nIt 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.<\/p>\n

What do you think it takes to stay ahead of the curve in the industry?<\/strong>
\nIf it\u2019s not coming naturally to you and you have to think too much about it, it\u2019s not for you. You either live this or you don\u2019t. 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.<\/p>\n

What has been your career highlight so far?<\/strong>
\nI 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 \u2013 that still gets to me.<\/p>\n

And any challenges?<\/strong>
\nChallenges always come up and without sounding clich\u00e9, the biggest challenges throughout my career shaped me and built my work persona. It makes you confident that everything is doable and that\u2019s where the real fun begins.<\/p>\n

If you could go back to when you first started out, what would you do differently?<\/strong>
\nI 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 \u2013 for the good and bad ones.<\/p>\n

What do you think the future holds for fashion in Germany?<\/strong>
\nGermany 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 \u2013 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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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Bianca Ruessel photographed in haebmau. ATELIER\u2019s Berlin office
\nInstagram: @haebmau.atelier<\/a><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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Michaela Guembel<\/strong>
\nSenior 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.<\/p>\n

Where did you grow up?<\/strong>
\nI 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.<\/p>\n

Were you interested in fashion as a child?<\/strong>
\nMy 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 \u2013 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.<\/p>\n

Did you have anyone that inspired you to explore the fashion industry?<\/strong>
\nI 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.<\/p>\n

Where did your journey into fashionPR begin?<\/strong>
\nAfter finishing my business administration studies, I was lucky enough to be able to work in basically any industry. I didn\u2019t graduate with a specific profession such as a physician or a lawyer \u2013 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 \u2013 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\u2019d say for me it was more about the brands, the companies and their philosophies rather than merely the fashion aspect. That\u2019s 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\u2019s so inspiring every single day.<\/p>\n

What do you think it takes to stay ahead of the curve in the industry?<\/strong>
\nAuthenticity. Smartness. Passion. Interest in the world, in people. Love. It\u2019s 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 \u2013 and stay ahead of the curve.<\/p>\n

What has been your career highlight so far?<\/strong>
\nHonestly, it\u2019s impossible to name one single highlight, and I wouldn\u2019t want to pick one. In your personal and your professional life, it\u2019s 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 \u2013 otherwise I would probably no longer be doing what I do.<\/p>\n

And any challenges?<\/strong>
\nThere 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 \u2013 and of course there are challenges and sometimes I just want to go back to bed.<\/p>\n

If you could go back to when you first started out, what would you do differently?<\/strong>
\nI 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.<\/p>\n

What would I do differently?<\/strong>
\nI would set clearer boundaries earlier on. Because it gives me peace and freedom.<\/p>\n

What do you think the future holds for fashion in Germany?<\/strong>
\nThat\u2019s a question I am unable to answer as I cannot predict the future. Of course, there are challenges for the fashion and luxury industry \u2013 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\u2019s a wonderful new spirit and I love being part of it.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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Michaela Guembel photographed in Karla Otto\u2019s Munich Office
\nInstagram: @karlaotto<\/a><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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Mumi Haiati<\/strong>
\nMumi Haiati, founder of Reference Studios, has been instrumental in establishing Berlin\u2019s 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\u2019s 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\u2019s interconnected world. Today the counter-cultural agency works with a diverse roster of artists and brands \u2013 including Gucci, Rimowa, Magliano, 032c, Gentle Monster and Universal Music Group \u2013 on projects ranging from public relations to special initiatives.<\/p>\n

Where did you grow up?<\/strong>
\nIn D\u00fcsseldorf \u2013 which, funnily enough, is Germany\u2019s former fashion capital.<\/p>\n

Were you interested in fashion as a child?<\/strong>
\nYes. I secretly played dress-up with my sister\u2019s Barbies.<\/p>\n

Did you have anyone that inspired you to explore the fashion industry?<\/strong>
\nI was always interested in people with distinct styles: Dennis Rodman, Nile Rodgers, Cam\u2019ron, or Slash from Guns N\u2019 Roses. The MTV era was very inspiring for me.<\/p>\n

Where did your journey into fashion PR begin?<\/strong>
\nIn 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.<\/p>\n

What do you think it takes to stay ahead of the curve in the industry?<\/strong>
\nConnection.<\/p>\n

What has been your career highlight so far?<\/strong>
\nI 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.<\/p>\n

There are many more great things to come.<\/p>\n

What do you think the future holds for fashion in Germany?<\/strong>
\nA better infrastructure and connectivity with the evolution of Berlin Fashion Week and our very own format Intervention.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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Mumi Haiati photographed in Reference Studios\u2019s Berlin office
\nInstagram: @referencestudios<\/a><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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Alja Tabache<\/strong>
\nManaging 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.<\/p>\n

Where did you grow up?<\/strong>
\nI grew up in northern Germany.<\/p>\n

Were you interested in fashion as a child?<\/strong>
\nMy 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.<\/p>\n

Did you have anyone that inspired you to explore the fashion industry?<\/strong>
\nI 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\u2019t see myself as skilled or creative. I also wasn\u2019t aware that there were opportunities beyond becoming a designer to work with fashion and lifestyle brands.<\/p>\n

Where did your journey into fashion PR begin?<\/strong>
\nI have a master\u2019s 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.<\/p>\n

What do you think it takes to stay ahead of the curve in the industry?<\/strong>
\nStay curious and open to exploring new ideas. Don\u2019t cling to \u201crules\u201d simply because things have always been done a certain way. Just because you personally don\u2019t like or believe in something doesn\u2019t 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.<\/p>\n

What has been your career highlight so far?<\/strong>
\nI 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\u2019s Reverso watch \u2013 two unforgettable weeks of cultural highlights \u2013 and contributing to Ferragamo\u2019s 80th anniversary event in Shanghai, plus organising a cinema preview of a Lagerfeld documentary in Munich, with Lagerfeld himself in attendance.<\/p>\n

And any challenges?<\/strong>
\nAs 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 \u2013 not only with clients but also with key players in the market \u2013 has become even more valuable and essential. And then a completely different kind of challenge: a severe earthquake happening during a press trip.<\/p>\n

If you could go back to when you first started out, what would you do differently?<\/strong>
\nHonestly, nothing!<\/p>\n

What do you think the future holds for fashion in Germany?<\/strong>
\nWhile 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.<\/p>\n

To gain international relevance, though, young designers need more support and funding, platforms and visibility.<\/p>\n

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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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Alja Tabache photographed in Schoeller & von Rehlingen PR\u2019s Munich office
\nInstagram: @svr.pr<\/a><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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TEAM CREDITS<\/strong>
\nPhotographer<\/em> MUSTAFAH ABDULAZIZ<\/strong>
\nFashion Editor<\/em> LENA LAUER<\/strong><\/p>\n

1. Reference Studios<\/strong>
\nText <\/em>BETHANY BERKELEY<\/strong>
\nTalent <\/em>MUMI HAIATI at Reference Studios<\/strong>
\nHair and Make-up <\/em>REBECCA SCHMITZ at Nina Klein Agency<\/strong><\/p>\n

2. Haebmau<\/strong>
\nText <\/em>BETHANY BERKELEY<\/strong>
\nTalent <\/em>Bianca Ruessel at Haebmau<\/strong><\/p>\n

3. Karla Otto<\/strong>
\nText <\/em>BETHANY BERKELEY<\/strong>
\nTalent <\/em>MICHAELA GUEMBEL at Karla Otto<\/strong>
\nHair and Make-up <\/em>EVANGELOS TZIMIKAS at Fame Agency<\/strong><\/p>\n

4. Luxurious Thinking<\/strong>
\nText <\/em>BETHANY BERKELEY<\/strong>
\nTalent <\/em>J\u00d6RG BERNICKEN at Luxurious Thinking<\/strong>
\nHair and Make-up <\/em>EVANGELOS TZIMIKAS at Fame Agency<\/strong><\/p>\n

5. Schoeller & von Rehlingen PR<\/strong>
\nText <\/em>BETHANY BERKELEY<\/strong>
\nTalent <\/em>ALJA TABACHE at Schoeller & von Rehlingen PR<\/strong>
\nHair and Make-up <\/em>EVANGELOS TZIMIKAS at Fame Agency<\/strong><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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When I jump on a call with Sia Arnika, the designer is beaming. 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