Podcast Summary: "Fashion Is More Than Clothes—It’s Culture"
She’s So Lucky with Les Alfred & Guest Sandrine Charles
Date: September 2, 2025
Guest: Sandrine Charles (Founder, Sandrine Charles Consulting; Co-Founder, Black in Fashion Council)
Episode Overview
In this episode, host Les Alfred welcomes Sandrine Charles, a prominent figure in fashion PR and co-founder of the Black in Fashion Council. Their conversation explores Sandrine’s unconventional path into the fashion industry, her entrepreneurial journey, the evolving world of PR, the power of relationships, and why fashion is an essential reflection of culture and self-expression.
Key Discussion Points & Insights
1. Sandrine’s Definition of “Luck” and Early Career (02:14)
- Creating Her Own Luck: Sandrine discusses how launching her business was a blend of hard work, relationship-building, and a bit of serendipity.
- “I felt lucky because there weren’t a lot of people running their own shop at that time... And it just really came naturally.” (02:14)
- Value of Relationships: Recalls how support from editor friends and industry contacts proved essential. Most of her business is now referral-based.
2. Starting in PR: From Entertainment to Fashion (03:36)
- Origin Story: Discovered PR after attending a concert with her godmother; her curiosity piqued by how insiders seemed to know everyone.
- Education & Internships: Switched to Professional Studies at St. John’s, completing four internships to explore the industry.
- Fashion Focus: Sandrine describes a deliberate pivot back to fashion PR from entertainment, emphasizing late nights and intentional upskilling.
3. Intention, Sacrifice & Drive (05:07)
- Intentional Effort vs. “Just Working Hard”: Sandrine and Les discuss that working long hours isn’t enough—there must be a “why” behind the hustle.
- Sacrifices: Sandrine sacrificed personal time, staying late to learn crucial industry ropes, with supportive relationships enabling this focus.
4. Competitiveness & Self-Growth (07:03)
- Personal Competition: Sandrine identifies as highly competitive with herself rather than with others.
- “If you’re hiding something... the universe will do the same to you... I have to do really well because there are other people watching.” (07:03)
- Being Eldest Daughter: Feels a responsibility for others and pushes herself. Now learning to give herself more grace and manage stress.
5. Realities and Misconceptions of PR (08:17, 08:39)
- Misunderstood Glamour: Emphasizes that behind the scenes, PR involves spreadsheets, calls, and detailed strategy—not just glamorous events.
- Burnout & Self-Care: Breaks, journaling, working out, and supportive friends are critical to maintaining balance in high-pressure PR environments.
6. Industry Changes: The New PR Landscape (10:22 - 13:04)
- Social Media’s Impact: Now more blurred lines, faster pacing, overlapping responsibilities, and constant need for visible results.
- Pressure to Perform: The demand for quick turnarounds often sacrifices deep, strategic thinking for rapid, reactive movement.
7. Narratives, Boundaries & Modern Professionalism (17:01)
- Owning the Narrative: Sandrine balances showcasing work and personal joy, mindful of perceptions (e.g., not wanting to look like she’s “not working” if she posts vacation photos).
- “My personality and my aura is just not hashtag girlboss. But I think I’ve had to adopt that type of label indirectly.” (17:25)
- Women Entrepreneurs & Visibility: Noted pressure for women to “build in public,” often conflating business leadership with influencer requirements.
8. Entrepreneurship: Building & Leading a Team (23:13)
- Natural Progression: Others saw Sandrine’s leadership potential before she did; she credits organizational skills and intentional team-building.
- Business Fundamentals: Emphasizes importance of understanding P&L, building an administrative foundation, and having reliable support (lawyer, accountant, wealth manager).
- Team Management: Prefers a lean, skilled team for efficacy and close mentorship; hires both from within and externally to maintain fresh perspectives.
- “When we had, like, eight or ten, I couldn’t see it all... But if it’s leaner, then we’re all kind of all hands on deck.” (30:39)
9. Reflections on Leadership & Legacy (31:44)
- Delegation & Growth: Focused on matching people to their zones of genius; wants departing employees to leave with strong skills, reflecting positively on the company.
- “My biggest fear of when people move on from the company is... what do you move on with?... I want them to be sharks in the water.” (31:44)
10. The Black in Fashion Council: Mission & Impact (37:05)
- Genesis: Founded in 2020 with Lindsay Peoples, born of conversations during industry upheaval over representation.
- Mission: Create standards for inclusivity, provide support for Black designers via a directory and showrooms, and foster community through networking events.
- Growth & Vision: Operates with a small core team, but strong impact and partnerships (e.g., Cartier, Barbie collaborations). Goal: “It should live on longer than us.” (42:22)
11. The Power—and Evolution—of Relationships (44:06)
- Professional Relationships: Core to success in PR and beyond. Value in both strategic networking and personal integrity.
- Navigating Change: Discusses how to cherish friendships and professional ties for their season, be open to evolution, and avoid holding onto negativity.
12. Fashion as Culture & Expression (47:48)
- Beyond Clothes: Fashion is deeply cultural, a mode of personal expression, and a muscle to be developed and exercised.
- "Fashion is just self-expression... I wish we saw more different ways of applying fashion to your everyday life." (48:20)
- Trends vs. Authenticity: Sandrine enjoys both “dressing for the moment” and curating her own style, balancing professional dress with comfort and authenticity.
- Practical Challenge: Les and Sandrine discuss a practical September style challenge: wearing outfits with intention from their existing wardrobes, reflecting on how fashion intersects with confidence and routine.
Notable Quotes & Moments
-
On Launching a Business:
“I was leaving my agency cause I was a little burnt out… Some editor friends were like, why don’t you do your own thing?... I’m really thankful and lucky that people thought and considered me.” – Sandrine Charles (02:14) -
On Healthy Competition:
"If you’re hiding something… the universe will do the same to you… but I’m strict on myself." – Sandrine Charles (07:03) -
On Social Media Pressure in PR:
“Do you really want to see me build an Excel sheet and call people?... You want to see the end result where it’s a really fun party and these are the photos or a great campaign and here’s the press.” – Sandrine Charles (08:17) -
On Managing Perceptions:
“I tread very lightly between both [personal and work Instagram] because perception is key. And I don’t want anyone to think that I’m not working because I’m not showing that I’m working 24/7.” – Sandrine Charles (17:25) -
On Building the Black in Fashion Council:
“It was just really to create a universal standard... we wanted to ensure that brands and companies were coming together to align on our mission, which was just to help people.” – Sandrine Charles (37:27) -
On Friendships and Seasons:
“I’ve learned recently to really cherish the season that I have with people and then just letting them soar… I can take that and… not harbor any negative feeling.” – Sandrine Charles (45:02) -
On Fashion’s Deeper Meaning:
“I think fashion is just self-expression... everyone has such a unique style that I wish we saw more different ways of applying fashion to your everyday life.” – Sandrine Charles (48:20)
Key Timestamps for Important Segments
- [02:14] Creating luck & starting a business
- [03:36] Sandrine’s entry into PR and fashion
- [07:03] Healthy competition & self-improvement
- [08:17]/[08:39] PR industry realities, glamor vs. reality
- [10:22] How social media has changed PR
- [17:01] Narrative, professionalism, and social media boundaries
- [23:13] Entrepreneurship & team-building philosophy
- [31:44] Delegation and building a professional legacy
- [37:05] Founding the Black in Fashion Council
- [44:06] Relationship-building as a career foundation
- [47:48] Fashion as culture, creativity, and personal challenge
Final Thoughts & Takeaways
This episode delivers inspiring insights for women forging their own paths. Sandrine demystifies the fashion and PR industries, advocates for intentionality in both career and life, and highlights the value of nurturing authentic relationships. Through her candid discussion, listeners learn that fashion is not just about appearance—it’s a conduit for culture, identity, and empowerment.
For those aspiring to create their own luck, Sandrine’s journey demonstrates the magic found at the intersection of skill, intention, relationships, and self-expression.
Find Sandrine Charles:
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