The Impression Makers | Episode 1
The Art of Influence: Lucien Pagès on the Evolution of Fashion PR
BEHIND THE NAME
Lucien Pagès, the visionary leader of Lucien Pagès Communications, sits with Kenneth Richard to chat about the modern complexities of fashion PR today.
Pagès has established a significant presence in the fashion PR and communications sector over the last decade. His agency, anchored in the fashion capitals of Paris and New York, supports an impressive client list that includes powerhouses like Schiaparelli, Loewe, JW Anderson, Pucci, Courrèges, Sacai, Jacquemus, Lemaire, and Rabanne, as well as rising stars such as Peter Do and Y/Project. Beyond fashion, Lucien’s influence radiates into the realms of luxury hotels, magazines, and the beauty sector. Lucien’s distinctive approach to fashion and ability to identify and nurture emerging designers underscore his passion and dedication to the ever-evolving world of fashion PR and communications.
EPISODE HIGHLIGHTS
Fashion Evolution: Lucien observes a significant resurgence in fashion’s vibrancy post-COVID, noting a return to extravagant shows and parties.
Public Relations Shift: He discusses the complexities of modern PR, emphasizing the blend of traditional and digital media, and the importance of creating buzz in an overcrowded industry.
Brand Dynamics: Lucien explains how brands measure success, touching on the limitations of KPIs and the effectiveness of visual presence on platforms like Instagram.
Role of Personality: He stresses the uniqueness of each brand’s personality and vision, highlighting the importance of originality and singularity for new brands entering the fashion world.
Supporting New Talent: Lucien is passionate about nurturing young talent, sharing stories of his involvement in the early stages of now-famous designers’ careers.
PR Challenges: He opens up about the demanding nature of PR work, especially during fashion weeks, and the need for empathy and understanding towards PR teams.
Networking and Collaboration: Lucien emphasizes the power of networking in the fashion industry and the importance of building strong relationships for successful collaborations.