The role of Public Relations is to communicate the brand's equity and awareness to targeted consumers and industry professionals who work in media.

Public Relations aims to raise awareness about the brand to generate buzz. Outreach and communication are essential to convince influencers, bloggers, industry workers, celebrities, stylists, etc., to be interested in the brand. PR's main goal is to utilize media people, social media channels, journalists, editors, and bloggers to promote, advocate, and highlight the benefits of the brand/product. PR's goal is to get positive news coverage on the brand, to receive more eyes on the brand or brand event. Traditional tools in Fashion PR are the press release, official media transcript, lookbooks, and print ads. The press release offers insight into the brand and announces a specific launch announcement on updates. The media transcript communicates what is happening at the brand and is a news broadcast on the components behind an announcement. The lookbook shows recent looks from the runway, looks from the current collection, and looks that stylists have selected for the celebrity client. The lookbook highlights current trends and includes several looks for the client to choose from. This entails that the client will likely wear this brand's clothing, which is amazing publicity for the brand! Print ads are visual ads on the subway, wall, billboard, magazines, etc., and attract viewers through targeting the senses of vision, touch, and smell. Print ads are usually vividly colorful, with bold typography, and combine photographs with words. This helps print ads get noticed by consumers and by more people who see them. 

The following print ad is from Michael Kors' Fall 2023 collection and features 2 top models: Anok Yai and Vittoria Ceretti. The monochrome beige look captivates me because it perfectly matches. Anok and Vittoria are walking in sync, their right legs kick forward simultaneously. This reminds me of dancers doing high kicks in the air. Both models are dressed in the same beige tailored long coat and beige knee-high heeled boots. Both models are wearing the same belt with a metal buckle. This ad exudes confidence, strong, empowered women, and showcases two best friends 'twinning' with each other by dressing the same. The background of the photo shows New York City townhouses, connecting viewers to Michael Kors' brand identity that is associated with New York. It makes me feel like I am coming home to New York. The ad promotes Michael Kors' clothes in New York because the brand was founded here. This reinforces the idea that New Yorkers are stylish people who dress up daily. I feel like I am looking at a stylist's lookbook, and they are telling me to wear a beige wool coat with matching beige boots to embody the chic New York look. I feel proud of the two people in the print ad who are confidently walking in sync. I feel inspired by this ad and drawn to the Michael Kors brand.