Karla Otto, Purple PR, KCD Worldwide: Guide to Luxury PRs in Europe

Over the past decade, luxury PR firms have transformed from behind-the-scenes facilitators to strategic partners that help define a brand’s voice and cultural relevance. As consumer expectations have grown — demanding more exclusivity, cultural cachet, and clear storytelling — agencies have evolved their offerings accordingly. Once focused on traditional placements and event access, today’s top firms navigate a far more complex terrain: managing brand image across platforms, building cultural relevance, and sustaining attention in an oversaturated market. Their role in fashion is particularly critical. In an industry where perception often outweighs product, luxury PR firms are the architects of desirability. From launching emerging designers into the spotlight to sustaining heritage houses through generational transitions, these agencies bridge the gap between creative vision and cultural moment. From fashion and lifestyle to travel, technology, and the arts, a select group of public relations agencies are shaping how prestige brands connect with discerning audiences. While some operate globally, this first installment in our three-part series spotlights the PR powerhouses every luxury brand should know on the European stage. Karla Otto Founded by Karla Otto in 1982, the agency grew from Milan into a global luxury force. Early clients included Jil Sander, Jean-Paul Gaultier, and Miuccia Prada. Karla Otto combines sharp fashion expertise with strategic storytelling across Europe, America, and Asia, evolving smoothly with the digital age. It’s the trusted partner for designers seeking savvy, hands-on support without compromising creative integrity. Founded: 1982 Offices: Milan, Paris, London, Munich, New York, Los Angeles, Hong Kong, Beijing, Shanghai, Tokyo, Seoul, Dubai, Riyadh, and Jeddah Expertise: Fashion, arts & culture, beauty, lifestyle, design Client snapshot: Aēsop, Aston Martin, Arket, Chloé, Jil Sander, Loewe, Moncler, Valentino KCD Worldwide KCD is a full-service agency currently led by a seasoned global senior management team of six partners, delivering innovative strategic fashion communications through its integrated offices in New York, Paris, London, and Los Angeles. The agency works with a diverse roster of luxury brands, emerging designers, and lifestyle companies. Founded: 1984 Offices: New York, Paris, London, and Los Angeles Expertise: Fashion and lifestyle Client snapshot: Armani, Hermès, Wales Bonner, Uniqlo, Tiffany & Co., Diesel, Gucci, Prada Huxley Founded in 2018 by Anna Meacham, Huxley is a boutique agency known for its seamless integration of fashion, music, and culture. With clients like Björk and Frank Ocean, it focuses on building long-term creative partnerships and fostering collaborations that cross traditional industry boundaries. Huxley’s strength lies in blending subcultural authenticity with mainstream visibility. Founded: 2018 Offices: London, New York, Paris Expertise: Talent, brands, creative Client snapshot: Charli XCX, Frank Ocean, 66North, Asics, Björk, Selfridges, Skepta DH-PR DH-PR, led by Daisy Hoppen, is a boutique, B-Corp–certified PR agency known for representing innovative brands like Molly Goddard, Simone Rocha, and Ganni across fashion, skincare, and furniture. Drawing on over a decade of industry experience — including work at Karla Otto and Purple PR— DH-PR focuses on building sustainable media relationships, advising emerging designers to prioritize business stability, strategic spending, and gradual growth. Founded: 2013 Offices: London Expertise: Art, fashion, luxury, and design Client snapshot: Stone Island, Ganni, Belmond, Rejina Pyo, Simone Rocha, Tekla, Pleasing, Adanola Lucien Pages & AI PR Lucien Pages is a leading PR agency known for representing top fashion houses. With offices in Paris and New York, Lucien Pages has played a key role in iconic moments such as Jacquemus’ rise, the Coperni x Bella Hadid spray paint stunt, and high-profile celebrity collaborations. Lucien himself is a visible, hands-on figure in the industry, emphasizing honest communication and a 360-degree approach to brand elevation. Founded: 2006 Offices: London (Paris and New York offices are only Lucien Pages) Expertise: Fashion and beauty Client snapshot: APC, JW Anderson, Kiko Kostadinov, Loewe, Zara, Wooyoungmi, Acne Studios Purple Founded in 1997 by industry veterans Gillian McVey, Caroline Lynch, and Fergus Lawlor, Purple PR quickly established itself as a global force in fashion communications. Beginning with Calvin Klein, the agency gained a reputation for expertly handling high-profile events and brand launches. Founded: 1997 Offices: London, New York, Los Angeles, Miami, and Hong Kong Expertise: Luxury, fashion, lifestyle, arts and culture, property, charity, sustainability, travel, and technology Client snapshot: Edition, Casablanca, Lacoste, Shushu/Tong, Omega, Dsquared2, Boss PR Consulting Founded in 1997 by Pierre Rougier, PR Consulting is known for representing high-profile clients such as Louis Vuitton, Raf Simons, and Christian Dior. With deep roots in the industry and a strong focus on brand narrative, the agency blends traditional PR expertise with modern digital strategies to elevate luxury and contemporary fashion brands worldwide. Founded: 1997 Offices: New York City and Paris Expertise: Fashion, retail, beauty, lifestyle, hospitality, and home design Client snapshot: Lemaire, Sean Suen, Rokh, Jimmy Choo, Rabanne, Barrière Hotel Group, Pitti Uomo Mazarine Founded in 1993 by Paul-Emmanuel Reiffers, Mazarine is an independent global communications group specializing in luxury, fashion, and cultural institutions. With a focus on craft, innovation, and lasting partnerships, Mazarine operates across major cities like Paris and Shanghai, blending diverse talents to create iconic brand experiences. Founded: 1997 Offices: New York, Paris, Dubai, Shanghai, and Beijing Expertise: Luxury, fashion, and beauty Client snapshot: Balmain, Louvre, Chanel, Cartier, Van Cleef & Arpels, Sephora, Moët & Chandon BPCM BPCM is a global communications agency rooted in a human-centric approach, focusing on culture and meaningful audience connection. Their boutique-style service balances personalized attention with the strategic power and reach of a larger firm. Founded: 1999 Offices: New York, Los Angeles, and London Expertise: Luxury, fashion, beauty, wellness, corporate, celebrity, alcohol, automotive, and travel Client snapshot: Hermès, Dom Pérignon, Longchamp, Tory Burch, Glossier, Pandora, Tata Harper

The most important PR firms in Europe

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The most important PR firms in Europe