This month we spoke with freelance member Nadia El Meallem, a senior PR practitioner with over 17 years’ experience in the fashion and lifestyle space (both consumer and corporate).
As an entrepreneur, Nadia works on various businesses including her own fashion label. Whilst acting as a consultant to brands across the globe from start-ups to established businesses, supporting fashion, lifestyle, technology, retailers, and training providers.
We hear from Nadia on how she climbed the career ladder to success, as well some take away advice around how to work with new clients.
She also talks about the reaction the fashion & lifestyle space has taken during these unprecedented times, as well as addressing what we can anticipate once we ease out of lockdown.
I have had many highlights and unforgettable moments during my professional career. From rolling out the first Mary Portas Living and Giving Shops for Save the Children to working in Paris and London Fashion Weeks. One of my key career highlights was certainly my first role in PR at Selfridges Press Office. I was lucky enough to work with a great team and organisation. It laid the foundations for my career and every day brought a new experience. You could find me on one day with Victoria Beckham and a TV crew filming on the shop floor and the next I could be in a meeting Vogue’s Editor planning our next campaign.
Work with clients you are passionate about and research your industry.
The Fashion Industry has obviously been impacted and hit hard by Covid-19. However it’s been great to see a lot of designers and Industry leaders coming together and being supportive in different ways as well as looking at ways to change and improve the industry going forward. Since lock down designers such as Georgio Armani have been calling for change and they want the industry to produce less and less often.
I think we can expect to see fashion and lifestyle brands becoming even more environmentally conscious and slowing down. Labels will produce fewer, smaller collections over the next few years. Luxury brands will bounce back but I think some of the high street retailers will struggle.
I usually look to work with brands I feel passionate about and that have media appeal. Research the business and then approach to find out if they may be looking for PR support. I have normally been introduced to new business rather than cold pitching. But when approaching myself I would arrange initial meetings and correspondence before we start working together and make sure to set out clear expectations and deliverables from the start.