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The Shifting Power Dynamics in Fashion PR

As mid-sized and large-scale communications firms build out their operations, boutique agencies are placing value on quality over quantity.
As fashion PR and communications becomes more fragmented, the biggest firms no longer hold total control. Getty Images.
As fashion PR and communications becomes more fragmented, the biggest firms no longer hold total control. Getty Images.

For decades, the world of fashion public relations was dominated by a few powerhouse agencies. But in recent years, that standard has been disrupted by the launches of a growing number of boutique firms. At the helm of those firms are public relations professionals who are leaving big agency life behind in favour of opening up their own smaller shops.

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