Beyond the Catwalk: Fashion Public Relations and Social Media in Australia

Leah Cassidy, Kate Fitch


There has been limited research into fashion public relations. This study explores social media use in public relations in the Australian fashion industry, using ethnographic inquiry and semi-structured interviews. The findings suggest social media is transforming fashion public relations, but its adoption is uneven, with overlaps in marketing and public relations activity. Participants use social media to engage fashion publics, keep up to date with trends, monitor competitors and promote clients. Bloggers are increasingly influential. Participants perceive they must embrace social media, or risk getting left behind. The findings contribute to understanding diverse public relations practices and the ways public relations activity is transforming in response to social media.


public relations; fashion; Australia; social media

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The University of Newcastle
ISSN - 1839-8227