Gawker reports that Go Go Luckey Productions (Laguna Beach) are looking for 21-28 year old, fashion-holics for its latest reality show ruckus, whereby a few lucky ladies will get the opportunity to to work as an assistant at a fashion magazine (coughTeen Voguecough), cosmetic line or a “cutting edge Fashion PR company.” MTV’s earlier foray into Fashion PR in 2005, the Lizzie Grubman fronted PoweR Girls, sent the greater public relations industry a ranting, by playing into every awful stereotype ever conceived about a Fashion PR Girl. Journalists agreed, the Boston Globe called the show a “PR Nightmare.” I’m interested to see what Fashion PR company signed on to something so sure to present a damaging, glorified, dumbed-down image of Fashion PR, especially since it worked so well last time.
Who does it serve to continue this misperception that all you need to be sucessful in Fashion PR is an effervescent enthusiasm over your breast implants? I somehow doubt that a show that piggybacks on the Hills – a show who’s DVD soundbite is mock-starlette Lauren Conrad bemoaning the struggle of maintaining both her Teen Vogue internship and college at FIT, to produce anything particulary “real”. (And no, I don’t own the DVD set, the commercial for it was playing constantly in Target, I swear).

But yeah, I’m totally going to get sucked into the show – blame my younger sister for showing me the beauty of really bad TV.

Fashion Now has put together a team of experts including Nicole Pulliam, Roman Young from Elite Models and Claudine Ingeneri from Elle Magazine, to help you learn about jobs in the fashion industry. Although none of the seminars relate to Fashion PR specifically, those interested in learning more about the fashion industry as a possible career path will find plenty of insider knowledge and a great networking opportunity.

In addition, Fashion PRs should check out the mid-morning seminar, “The World of The Fashion Magazine,” an “in depth look into the just a few of the amazing careers in Fashion Publication.” Plus, the end of the day wraps up with select attendees getting a shot to interview for internships with Kirk Shannon Butts, for a potential internship with Glamour Magazine, Tyron Barrington, Casting Director for an internship with The Barrington Group, and Aminah Benjamin for backstage production at New York Fashion Week.

Location: Marriott Crystal City
1999 Jefferson Davis Highway
Arlington, Virginia 22202 USA
Fashion Now offers seminars with fashion editors, casting directors, photographers, stylists, hair and make-up artists, fashion journalists, PR executives and show producers, model agents and talent agents and of course fashion models.

Najwa Moses is an ambassador of the eclectic lifestyle. As such, she has interviewed Beyonce’s dog and gotten celebrities like Diddy, Tommy Hillfigger, Timbaland and others to admit, from the red carpet, that they are Styleaholics. The genuis behind the earliest shopping parties back in 2001, The Closet, Najwa created an interactive experience for designers, shoppers, and key infuencers to converge for a night of shopping and dancing in a loft-party environment to the sounds of international female DJ’s.

Based in New York, she operates her own event production company, Styleaholic Productions, runs her funky-bizzare website that features her fashion fusion, celebrity-driven podcast, and writes a fashion blog. In addition, this multi-talented, multi-tasking entrepreneur consults with PR companies, emerging designers, fashion companies and bloggers about how to best navigate the social media space.

Get in touch with her through the contact form at Styleaholics.com

In this interview, Najwa shares her thoughts on PR and Social Media, viral marketing, and the importance of living life on your terms. Najwa also chats with PR Couture about her educational and professional experiences, and a few hundred other questions thrown in for fun (Thanks Naj!).

PR Couture: You went to FIT and majored in Marketing and Advertising Communications. Would you recommend fashion school rather than a traditional 4-year anniversary for those interested in Fashion PR?

Najwa: Well, Fashion PR is one of those professions where you don’t necessarily need to go to school for it, it’s more about the internships and your talent for pitching. FIT is great if you want to go to school for design or fashion buying. But if you want to be in a fashion heavy atmosphere that also prepares you for a job – FIT is a great, affordable place to go. By the time I graduated, I knew how to write a business plan, an advertising plan…

PR Couture: Why do you think PR has been so hesitant to embrace social media, and so awkward when it does try?

Najwa: PR is still very traditional, they know traditional media, and they know how to play that game. Working with bloggers is different. Bloggers don’t have the same pressures from advertising and bloggers don’t have to claim to be impartial – they have the freedom to tell their opinion, [there is no] absolute truth. I think [the fear] comes from the fact that 10 bloggers can blast your product and shoot you down, and some bloggers can be really nasty. There is this aspect of frivolity with bloggers that is scary for PR.

I think the danger comes from not wanting to understand it or ignoring it. Some PR people just don’t become familiar with relevant blogs.

PR Couture: What advice do you have for Fashion PRs looking to navigate the social media space?

Najwa: Determine your audience and find them online. The web is sensitive so the hardcore pitching is not really applicable here [the way it] would be in traditional media. It’s important to be honest, all of the hyperbole truly doesn’t work. Remember, [whatever you are pitching] still needs to be a fit.

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