The Fashion PR

Paige started out in fashion by interning at London Fashion Week as a graduate. She then moved onto Head of Communications for the Ann Summers Group, a position many people would die for. Originally from South Africa, Paige now lives in South West London where she fronts and runs her successful boutique fashion marketing agency, Bright Light PR.

What made you want to set up a Fashion PR Agency?

I’ve been in the fashion industry for years and have always loved the high octane environment, but I had always previously worked in big in-house departments. As much as I loved my job I yearned to develop a closer relationship with my clients as a ‘hands on’ creative and innovator rather than an executive at the end of an email or phone chain. I’d thought about starting my own agency for some time but it wasn’t until the birth of my first child, ironically, that I finally bit the bullet. I needed to be more flexible and my time off gave me the opportunity to really look into it - I found that there was a niche in the market for an agency that combined the accountability of a large agency with the unique, personal touch that a smaller team could provide. In 2005, Bright Light PR was born in spare room in my family home with just one client! Four years later on we occupy two offices and boast an extensive client list.

What’s a typical Day in your life?

No two days are ever the same in PR – that’s why I’m so passionate about it! I can be in a strategic meeting with a board of directors and brainstorming press release ideas one day then off to view my client’s latest collections and attending a photo shoot the next! My clients are based all over the country from Scotland to Devon and even further afield in Paris and Sweden so I am very lucky in getting to travel all over. I’m not saying its all glitz and glamour but working in such a fast-pace environment does tend to be pretty exciting and incredibly rewarding!

Which prominent business person inspires you?

I am inspired by many business people but especially by people who are able to find success against all the odds and by someone who is able to influence changes within their industry or within society such as Dame Anita Rodick or pioneers within their field such as Lorraine Heggessey the first ever female controller of BBC1.

Out of all the fashion brands out there who would be your dream client?

My dream client would without doubt be Chanel. It has such a beautiful heritage behind it and their collections provide timeless elegance yet still manage to push boundaries season after season. The result has to be every PR’s dream; those coveted interlocking C’s have become to represent more than a brand, they’re iconic. I’d have loved to be a part of that!

Hottest item in your wardrobe at the moment?

Hmm, I’d probably have to go for my Marc Jacobs safari jacket. I bought it seasons ago in the sale but it just never seems to go out of fashion. I can team it with a high waisted pencil and heels for a pitch or jeans and gladiators when I go to the coast with my family – it’s just so versatile!

Favourite country to visit and why?

Obviously I love going to see my family back home but outside of Africa I’d go for France. Whether it’s the eclectic styling and magnificent sights in Paris, the enchanting Riviera or the serene tranquillity of the Dordoigne I find myself never wanting to come home!

Best and worse things about the British fashion industry?

In terms of innovation I think that the British fashion industry far outstrips any other. We are constantly embracing our young designers, their techniques and obscure new materials but at the same time I think that it can be incredibly fickle. Whether it’s a model, designer, celebrity or even a journalist or blogger, so-and-so will be the next big think in September but can be all but forgotten by February. I mean look at the uproar surrounding Mark Fast’s use of curvier models in his show at Fashion Week. You wouldn’t believe that this time last year he underwent a similar criticism for solely producing collections for girls deemed too skinny!

If you were allowed a supermarket sweep in any store who would it be and why?

At the moment I’d have to choose Gap. The high street has had to start getting really competitive and this season has seen Gap really step up their game. They’ve undergone a complete revamp and I just can’t get enough of those peg-leg chinos! I think I am going to have to get a pair of their xx boots.

Advice to budding fashionistas looking to get into fashion PR today?

Obviously the climate is much tougher now than it was when I started Bright Light, as is the competition, so firstly I’d say persevere. But I’d say the absolute key to creating a successful agency is through making contacts – developing a good relationship with the press is integral, get your name and your agency’s out there; let’s face it, no-one’s going to let you look after their PR when you can’t manage your own!