In the electric haze of backstage chaos and perfectly timed camera flashes, there’s an invisible choreography few ever notice—one crafted by fashion PR. Breaking into fashion PR isn’t just about an obsession with aesthetics or a love for designer labels; it’s about learning how to control the narrative before it hits the headlines. And if there’s one team that’s redefining the game, it’s the media crew behind RunwayTO.

For those asking how to work in fashion PR, the answer isn’t found in textbooks—it’s found in the fast-paced reality of events like RunwayTO. This Toronto-based fashion showcase has grown from a local creative space to an internationally buzzed-about event, thanks in part to its meticulously executed public relations. The media team, a small but mighty squad of image shapers and brand whisperers, isn’t just promoting designers—they’re sculpting perception, timing every story drop and press blast with surgical precision.

At the heart of fashion event PR lies the art of storytelling. The RunwayTO team doesn’t just pitch shows; they pitch emotions, movements, and cultural moments. Every press release is curated with the same care as a couture gown—crafted to catch eyes and hold them. And when you’re figuring out how to get into fashion PR, these subtleties matter. The right subject line in a press email, the perfect influencer tag on a recap reel, the backstage quote slipped into a post-show write-up—this is where the magic happens.

Fashion PR is also about survival. It’s managing egos with grace, reworking seating charts at the last second, and pivoting the narrative when something goes off-script (because it always does). RunwayTO’s team, for instance, has had to rebrand entire segments hours before go-time, rework photo briefs for international syndication, and field interview requests in three languages—all without smudging a lipstick.

For aspiring publicists wondering how to get into fashion PR, start by showing up—volunteer, intern, assist. Be everywhere and nowhere at once. Listen more than you speak. At RunwayTO, new media assistants are often seen darting between models, photographers, and stylists, phone in one hand, press badges in the other. Their job? Make everyone else’s job look seamless. That’s the real key to PR: being the calm in the chaos.

When it comes to fashion event PR tips, the takeaway from RunwayTO is clear: relationships are everything. Build them early. Nurture them always. Editors remember who sent thoughtful previews. Influencers remember who lit them well. Designers remember who got them that headline. In a world where timing is currency and access is gold, connections are your biggest investment.

Fashion PR isn’t for the faint of heart—but for those who can blend strategy with style, who know how to read a room and a runway, it’s a front-row seat to one of the most powerful industries on the planet. And for many, it all starts with a show like RunwayTO.