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Post Fashion Week Strategy with Tadashi Shoji's HL Group Fashion PR Team

This season, I had the pleasure of attending Tadashi Shoji's Fall 2012 show at Mercedes Benz Fashion Week. Inspired by the Golden Age of Shanghai, Shoji utilized rich, delicate and opulent colors and fabrics to set an ominous tone. The collection incorporated Chantilly and Venetian lace, high necklines, beaded embroidery, scalloped sequins and chiffon along with rich velvet.

With such a powerful fashion week collection, it’s no surprise that the designer was asked to dress a notable red-carpet starlet at this year’s Oscars. Drawing upon this season’s series of pale nude beaded dresses, ‘Best Supporting Actress’ winner Octavia Spencer, donned a custom hand-beaded, ivory silk and tulle draped cap sleeve gown that was absolutely perfect for her big moment.

After the fashion week madness, I caught up with the ladies at Tadashi Shoji's top-notch PR powerhouse, HL Group. The Tadashi Shoji PR team consists of Kimberly Flaster (Managing Director), Kelly Ricci (Senior Account Manager) and Zeba Rashid (Account Coordinator). We were curious as to what these PR Mavens do after fashion week:

What designers, shows or events did HL Group represent this fashion week?

HL Group produced 19 shows during NYFW. Some of which included Tadashi Shoji, Rachel Roy, Oscar de la Renta, Elie Tahari, Dennis Basso, Marchesa and BCBG.

How many fashion weeks have you executed? What do you love most about it?

Amongst the three of us, we have over 15 years of experience planning, producing and executing shows. We look forward to prepping and completing each show for our clients because we know in the end our hard work is demonstrated with the successful press outcome.

What was your favorite fashion week outfit that you wore this season? (Can you send a picture of it?)

Poppin Fashion Week Survival bag, Royal Blue Tadashi Shoji dress, seating chart and of course a smile! (See Kelly pictured in the Poppin bag below.)

From left Zeba Rashid (Account Coordinator), Kelly Ricci (Senior Account Manager) and Kimberly Flaster (Managing Director).

How do you decompress after fashion week? Any essential remedies? Or, do you even get a chance to de-stress?

Luckily enough, we had a long holiday weekend right after fashion week, which was lovely. We got to catch up on much needed sleep, caught up with our friends and family as we haven’t spoken to them in a month and of course eat a proper meal!

What are a fashion publicist's core responsibilities post-fashion week?

A publicist’s responsibilities never end when it concerns fashion week. Immediately following shows, we have to work on recaps, compile media alerts, service images and follow up with scheduled press print and broadcast interviews. Additionally, we have a two week break, then it’s on to planning Press Days for editors.

When do you start planning the next fashion week?

We are always planning the next fashion week but for Spring 2013 we will get hands on in July.

How does HL Group use social and digital media to complement your PR efforts post fashion-week?

It comes from all angles. Most of us at the agency have our own social media logins and help support and promote our clients internally. Some of our clients handle their own social media and some hire agencies that specialize in managing their social channels. We all work together to successful promote in a timely manner.

Thank you HL Group for taking the time to chat with PR Couture, can’t wait to catch up with you lovely ladies next season!

About the author: Dara


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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping rad companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me an electronic communiqué.