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What was your first job like?
After I graduated from Assumption University, I got a job at Elle. I worked
as an advertorial stylist for a year and half, and worked closely with
the editorial team and their clients. I had a variety of roles; I planned
campaigns, helped out with photoshoots, styled the décor and worked
closely with the graphic designer. A year and half later, the company
underwent restructuring. I became more involved with other magazines,
namely Cleo and Marie Claire. Later on, I decided to quit because I wanted
to pursue my MBA in Paris.

Was it your MBA degree that encouraged you to pursue a
career in fashion?
Yes, definitely! Over the years, I had gained a lot of experience with luxury
fashion. I went to the Chanel couture house and even visited the Louis
Vuitton factory where they make their trunks. I began to appreciate
the retail and craftsmanship aspects of all these brands, since I had the
opportunity to see the real fashion world!
Have you always been a fan of Christian Louboutin?
Yes! I have always dreamt of working with the brand. Christian has always
been my fashion icon, and I love his philosophy and vision. I did most of
my projects on him, so I know a lot. And as a PR manager, I need to know
RED SOLES What does your job as PR Manager entail?
everything about the company.

As we only have one shop right now in Central Embassy, we don’t have a
large headcount. There are only two employees in the corporate office,
including me. I am the company representative for Thailand. My job
includes sending the press rack to magazines, organising celebrity coverage,
monitoring competitors and so on. Basically, I am my own boss here. The
global team lets me decide what is best for the brand in the Thai market.
What are some of the benefits and disadvantages of your job?
Travelling is definitely a perk. Every year, I get to go to Paris Fashion Week.
We also have an annual global PR meeting. Since the company is highly
multi-cultural, the management wants everyone to experience new places,
and so they always choose a different country to visit. So far, I’ve travelled
to New York, Hong Kong and Milan. Next year, it might be Brazil. I’m eagerly
awaiting the announcement! We have a press trip as well, where we take
magazine editors to different manufacturing units to examine the behind-
the-scenes action. This is my favourite part, as I love the craftsmanship and What are the top three tips that one needs to know in PR?
design process that goes behind the brand. 1. Respect others: always respect your seniors. Be polite and let go of your
A disadvantage would be managing the time difference. Earlier, our ego in times of need.
head offices were based in Paris and New York. The conference calls would 2. Keep your eyes open: be attentive to what your competitors are doing online
be held at slightly odd hours, but it’s getting better as the global team is and offline.
moving back to Paris and the regional office is now in Hong Kong. 3. Keep a smile on your face: as a PR person you are always representing your
brand, so smile and be friendly to all.
How did you adapt to your role as a PR practitioner with no prior
education or experience in the field? What was your initial reaction when you met Christian Louboutin?
Since I have worked in a magazine before, I saw what other PR professionals The company that co-owns the label in Thailand was
were doing when they would visit our office. Another former employee unable to get Christian to come, but I was determined
in the company, who had prior experience, trained me a lot as well. She to get my icon to Bangkok. So within six months of
introduced me to many people working for different Thai newspapers and joining, I was able to increase my coverage, which
magazines, and taught me several PR terms like press rack. Eventually, I convinced the man himself to visit.
learned from my mistakes too. I also learned from my senior editors who However, when he first got here, things went
advised me on what I should and shouldn’t do. haywire. He was only here for four days and his first
impression was not a good one. Christian lost his
luggage at the airport. He had nothing to wear, and
that very night, he had a formal sit-down dinner. I
had to put everything aside, including interviews, and even pull a few strings
to make all of his last minute clothing arrangements. You may not believe this
but Christian even had to walk from one of his interviews to another because of
Bangkok’s crazy traffic.
However, at the end, he enjoyed his visit. He hugged me and thanked me,
and that was the moment I felt like he really appreciated everything. I didn’t
sleep for those four days, as it was a very overwhelming and challenging, yet
exciting experience. Now when I see him during Paris Fashion Week, he always
says hi and hugs me. He is not like a lot of designers who generally keep their
space with staff, but rather he is caring and very friendly.

What advice would you give to someone who wants to join the luxury
fashion industry?
If you are passionate, you should trust your gut and go for it. Keep your eyes
open every day, and be keen to learn and take advice from your seniors.

“I have always dreamt of working with the

brand. Christian has always been my fashion Know Your PR Luxury Lingo!
Press rack is simply a press sample that is a part of an upcoming collection
icon, and I love his philosophy and vision.” used for magazine shoots and marketing material.

ALL- A C CESS INT O B ANGK OK ’ S C ONTEMP OR AR Y INDIAN LIFEST YLE