Fashion People Podcast Summary
Episode: The PR Guy
Release Date: February 28, 2025
Host: Lauren Sherman
Guest: Lucien Pages, Public Relations Extraordinaire
Introduction
In this episode of Fashion People, host Lauren Sherman engages in an insightful conversation with Lucien Pages, a seasoned PR professional in the fashion industry. Lauren, a correspondent for Puck's Fashion and Beauty Memo Line Sheet, delves deep into Lucien's journey, experiences, and perspectives on the evolving landscape of fashion public relations.
Lucien Pages' Early Life and Fashion Aspirations
Lucien begins by sharing his humble beginnings, growing up in the remote mountainous region of Les Vennes in southern France. Contrary to the glamorous image often associated with French locales like Saint-Tropez or Nice, Lucien describes his upbringing amidst nature, focusing on traditional livelihoods such as goat cheese and honey production.
Notable Quote:
"I grew up in a village where there were 400 citizens, and most of them live around the village, even not in the village. They have like, it's a place for former people from the 60s that decided to live remotely." ([07:23])
Despite his non-fashion-centric upbringing, Lucien developed a profound passion for fashion, fueled by magazines like Madame Figaro, Elle, and Vogue, and televised fashion shows during his youth. This passion led him to Paris in 1993 to study at the prestigious Champsinteciale de l'haute Haute Couture.
Experience at Yves Saint Laurent
Lucien recounts his internship at the Yves Saint Laurent studio during the 1990s, providing a glimpse into the rigid hierarchy and the meticulous craftsmanship of haute couture. Although he didn't interact directly with Monsieur Saint Laurent, Lucien appreciated the designer's dedication and the vibrant yet disciplined environment of the couture house.
Notable Quotes:
"It was really like the haute couture with all its rule and hierarchy. And I was lucky to be allowed to be in the studio." ([18:34])
"Saint Laurent penetrated the culture through Catherine Deneuve and so many movies where he did the costumes." ([22:10])
He reflects on Saint Laurent's enduring legacy, emphasizing how the brand became a living legend through strategic exhibitions and the cultivation of an iconic image.
Transition to Public Relations
Despite his initial aspirations to become a fashion designer, Lucien realized that his strengths lay elsewhere. Feeling he wouldn't become the next Saint Laurent, he shifted his focus to communications and public relations. This transition was largely influenced by encouragement from peers and early opportunities with designers like Vincent Dare and Adam Kimmel.
Notable Quote:
"When I realized that I could be not the best designer in the world, I switched. And after I did different experiences, I worked for magazines and then opened my own office 18 years ago." ([28:34])
Lucien emphasizes the importance of following opportunities and trusting his instincts, which led him to build a reputable PR agency recognized for its authentic storytelling and strategic communications.
Building a Boutique PR Practice
Starting without an extensive press list or industry connections, Lucien relied on his natural instincts and dedication to quality. His approach was rooted in genuine storytelling, ensuring that every brand he represented had a compelling narrative. This authenticity resonated with both clients and media professionals, establishing his agency's strong reputation.
Notable Quote:
"I wanted to build a company making money as well, but with things we are proud of. All my brands are very different, but if I have a storytelling, if I have a soul behind, if I can feel that, then I do it." ([37:08])
Evolution of PR in the Digital Age
Lucien discusses the dramatic changes in the PR landscape over the past two decades, particularly with the rise of digital media and social platforms. The advent of tools like Instagram and TikTok has transformed how fashion brands engage with audiences and media outlets.
Notable Quotes:
"Our job is kind of crazy now because we are still working on the old world with the old tool, but we have the new tool. It's an evolution." ([44:09])
"It's an amazing moment for a kind of direct democracy in fashion because if your Instagram is amazing, you can be noticed by the good people of fashion." ([54:22])
He highlights the balance between traditional methods, such as showroom traffic and sample distribution, and the new digital strategies that amplify brand presence and engagement.
Influencers and Modern Media Dynamics
The conversation touches on the rise of fashion influencers like Becca Stein and Brian Boy, who have become key players in the industry by leveraging social media platforms to build their authority and reach.
Notable Quotes:
"There is a magic in fashion. And what I love with Becca is his positivity. He brings a good vibe." ([56:41])
"Brian always embraces new things and becomes relevant in the new. He's always so right on time with things." ([59:08])
Lucien appreciates how these influencers maintain rigorous standards and fact-checking, ensuring credibility in their reporting and content creation.
Sale of PR Agency to The Independents
After 18 years of running his boutique PR agency, Lucien decided to sell his business to The Independents, a consortium known for its robust support and strategic growth in the fashion PR sector. This decision was driven by the need for scalability, mental well-being, and aligning with a group that respects the intricacies of luxury and fashion communications.
Notable Quotes:
"I needed it for my mental health to be with people next to me after 18 years of operation as a lonely entrepreneur." ([63:54])
"The Independents respect our job of services and protect us by giving us strength." ([63:54])
He envisions a future where The Independents will facilitate global projects and collaborations, enhancing the agency's reach and efficacy in a rapidly changing industry.
Future of PR in Fashion
Looking ahead, Lucien is optimistic about the continuous evolution of PR within the fashion industry. He anticipates that as major conglomerates like LVMH grow, there will be increased pressure and higher expectations for PR campaigns. However, he also foresees opportunities for niche agencies to thrive by maintaining specialized and authentic storytelling.
Notable Quote:
"The success is always like the connection between all of them. It's a 360 thing." ([48:07])
"There will be people that maybe Ada will find before the other one. It's an amazing moment for direct democracy in fashion." ([54:22])
Lucien emphasizes the importance of adaptability and maintaining strong relationships with both traditional media and new digital platforms to navigate the future successfully.
Closing Remarks
The episode concludes with heartfelt thanks exchanged between Lauren and Lucien, highlighting the depth of their professional relationship and mutual respect. Lucien expresses gratitude for the opportunity to share his experiences, likening the conversation to catching up with a friend over coffee.
Notable Quote:
"It was fabulous. It was really, really fun. You're the best. Thank you for everything." ([70:45])
Production Credits
Fashion People is presented by Odyssey in partnership with Puck. This episode was produced and edited by Molly Nugent, with special thanks to executive producers John Kelly, Ben Landy, and Bobby Grossman, as well as the team at Odyssey, including JD Crowley, Jenna Weiss Berman, and Bob Tabador.
This episode of Fashion People offers a compelling look into the life and insights of Lucien Pages, shedding light on the intricate world of fashion PR and its ongoing transformation in the digital era. Whether you're a seasoned industry professional or a fashion enthusiast, Lucien's experiences provide valuable lessons on adaptability, authenticity, and the power of strategic storytelling.