In this exclusive interview with Elena Nicolussi Moretto, the creative mind behind NM PR STUDIOS, we explore the intriguing world of fashion PR and sustainability. From the power of aesthetics to crafting profitable relationships with influencers, Elena shares her expert knowledge, offering a glimpse into the dynamic intersection of fashion, art, and PR. Explore her insights into seamlessly merging art and fashion in PR campaigns and learn about her vision for a more sustainable fashion industry.
FAB: What inspired you to make the bold decision to start your own PR agency during the pandemic?
Elena Nicolussi Moretto: The decision to start a PR agency was always on my mind. I grew up in a family of self-employed parents, especially my father. The idea was always there, but it was only to be taken up at a later date. Due to the Corona pandemic, my plan shifted, and I moved my centre of life from Berlin to Vienna relatively spontaneously. After that, it was fate, I think. When I was walking with my dog, Archie, a property caught my eye. I contacted the real estate agency and was lucky to get a viewing appointment the very next day. As soon as I entered the property, I knew that I would like to work here, and so NM PR STUDIOS had found its location. After that, I quit my job and registered my company, and this is how everything started. Despite the challenges, the pandemic also revealed the importance of digital communication and how it could bridge the gap between brands and their audience. I saw a chance to create a PR agency that leverages digital platforms, creativity, and sustainable values to help fashion and art brands thrive in the new normal.
FAB: How has your upbringing in a creative family influenced your approach to PR and fashion?
Elena Nicolussi Moretto: As a fashion PR agency owner, my upbringing in a creative and open-minded PR family has greatly influenced the way I approach PR and fashion. Growing up in a creative environment gave me a greater appreciation for artistic expression, which I believe is essential in the fashion industry, where creativity plays a key role.
Also, being raised in a tolerant family taught me the importance of inclusion and diversity, which are important values in the fashion world. These values have shaped my approach to PR campaigns, always trying to celebrate diversity and encourage inclusivity in all of our campaigns.
The Power of Aesthetics: How Colour, Texture, and Depth Enhance Fashion PR Storytelling
FAB: Tell us about a time when you successfully integrated art and fashion into a PR campaign or project.
Elena Nicolussi Moretto: One example of a successful combination of art and fashion in our PR campaign was when NM PR STUDIOS started to take care of the Austrian RTW fashion brand 99SHIRTNUMBERS. The fashion brand collaborates with different artists and creates editions, which are limited to 99 shirts per edition. The shirts are numbered, which makes every t-shirt unique. The artist is given complete artistic freedom to choose the motif that will be placed on the back of the edition. Besides the motif, the artist also decides where on the back of the shirt her or his signature will be placed. The artists’ unique style matched the brand’s aesthetic, and the partnership created a buzz in the fashion and art communities. The campaign effectively emphasised the brand’s commitment to supporting artistic expression and brand awareness.
FAB: How do you envision leveraging sustainable practices in the fashion industry through your role as a PR manager?
Elena Nicolussi Moretto: Implementing sustainable practices is a key component of the NM PR STUDIOS PR strategy in the fashion industry. As a PR manager, I actively seek partnerships with sustainable fashion brands to position them as leaders in eco-friendly and sustainable fashion. By showcasing their transparent initiatives, products, and offerings, NM PR STUDIOS aims to inspire other brands to follow suit and create a positive impact on the industry as a whole.
FAB: In your experience, how can the understanding of colours, textures, and depth enhance the storytelling aspect of fashion PR?
Elena Nicolussi Moretto: The ability to understand colours, textures, and depth plays a vital role in elevating the storytelling aspect of fashion PR. Each fashion brand possesses a distinct identity and narrative to share with its audience. Effectively utilising colours and textures aids in conveying their unique story.
Effective Sustainability Communication
FAB: What strategies would you employ to effectively communicate the sustainable aspects of a fashion brand to its target audience?
Elena Nicolussi Moretto: NM PR STUDIOS employs various strategies to effectively communicate the sustainable aspects of a fashion brand. Firstly, engaging and informative content is created that educates the audience about the brand’s sustainable practices, focusing on transparency and tangible impact. Secondly, collaborations with influencers and media outlets that align with sustainable values have significant importance, ensuring that the message reaches the right audience. Lastly, organising sustainability-focused events and initiatives can further highlight the brand’s commitment to ethical practices, creating a lasting impression.
FAB: How do you stay updated on the latest trends and developments in both the art and fashion industries?
Elena Nicolussi Moretto: Staying up-to-date on the latest trends and developments in both the fashion and art industries is essential for me to provide top-notch PR services. To achieve this, I regularly attend industry events, fashion shows, art exhibitions, and networking gatherings. Additionally, following key influencers, industry publications, and trend forecasting agencies allows me to stay ahead of the curve and incorporate fresh and innovative ideas into our PR campaigns.
FAB: How has your experience in Berlin’s PR scene contributed to the success of NM PR STUDIOS in Vienna?
Elena Nicolussi Moretto: I lived, studied, and worked in Berlin for 9 years. I started as an intern and then worked my way up the career ladder. On my way, I was accompanied by great personalities and role models who taught me a lot and opened my eyes and mind. My experience in Berlin’s PR scene has given me valuable insights into the fashion industry, which I believe contributes to the success of NM PR STUDIOS in Vienna. The knowledge of industry trends, media, and cultural nuances in different regions allows me to tailor strategies to effectively connect with the target audience in German-speaking markets.
How NM PR STUDIOS Selects Brands with the Right Sustainable Approach
FAB: What’s your formula for building profitable relationships with key influencers and media outlets within the DACH area for your clients at NM PR STUDIOS?
Elena Nicolussi Moretto: For me personally, it’s not quantity that counts, but quality. It’s also about the right fit. For this reason, it is particularly important for me to find the right match for both the client and the influencer. At a time when society is literally flooded with information, I try to offer concrete and suitable suggestions for brands and make suitable inquiries for influencers. For me, a successful collaboration is a long-term collaboration. I try to bring the brands together with the influencers, create long-term connections, and thus achieve an emotional bond between influencer and brand.
FAB: How do you assess if a brand has a sustainable approach that aligns with NM PR STUDIOS’ portfolio?
Elena Nicolussi Moretto: Every brand that is managed by NM PR STUDIOS is sustainable, some brands more and some brands less. Sustainability cannot be generalised in this way, as every brand works differently and has a different approach to sustainability. For this reason, I cannot name any specific criteria here. For me, all brands that try to focus on sustainability are role models. In an industry where so much damage is still being done, any brand that tries to do something about it is a brand that I am happy to welcome and take care of at NM PR STUDIOS.
FAB: You’ve worked with many brands. Is there one that you felt had a spectacular focus on sustainability?
Elena Nicolussi Moretto: Masha With Maria (MWM) comes to mind immediately. The Dutch brand was born with a background of thinking one step further on the topic of dead stock. The materials used in each collection are vintage blankets, curtains, or tablecloths. So each piece is unique, and the materials used tell their own personal story. When I discovered the brand, I was excited by the approach to thinking outside the box when it comes to dead stock. When I remember the first press release about this brand, I am still happy about how positive the feedback from the press was.
The Metrics and KPIs Elena Uses for Sustainable Brand PR
FAB: What’s your formula when trying to understand a brand’s philosophy and character before starting PR work?
Elena Nicolussi Moretto: For me, it’s all about the personalities of the founders and the stories they have to tell. For this, I like to arrange personal meetings to learn more and look behind the scenes. I try to understand their vision, mission, and values. I also analyse the brand’s previous communications and branding to identify consistent messaging. Based on this, a cohesive PR strategy can be developed that authentically represents the brand’s identity while effectively communicating its sustainability initiatives.
FAB: What metrics or key performance indicators (KPIs) do you use to measure the success of your PR efforts for sustainable brands?
Elena Nicolussi Moretto: I use various metrics and KPIs to measure the success of PR work for brands. These include brand visibility and reach, media mentions, social media performance, and close consultation and feedback from journalists. By analysing these data points, I can continually refine PR strategies to achieve optimal results for NM PR STUDIOS clients.
Elena’s Recommendations for Communicating Sustainability to the World
FAB: What’s your recommendation when it comes to communicating the unique value proposition of a sustainable fashion or art brand to the media and target audience?
Elena Nicolussi Moretto: To communicate the unique value proposition of a sustainable brand to the media, I emphasise in communications the brand’s core values, craftsmanship, and commitment to environmental and social responsibility. In doing so, I seek to develop compelling stories around the brand’s sustainability journey, highlighting key milestones and initiatives. By working closely with influencers and industry thought leaders who share similar values, a larger audience is reached while the brand gains credibility.
