For those working behind the velvet ropes of fashion’s most high-profile events, visibility isn’t always the goal—impact is. New York-based fashion PR expert Fiona Kao has made a career out of mastering the delicate balance between being unseen and unforgettable. From orchestrating influencer activations at KCD, one of the most prestigious fashion PR agencies in the world, to shaping press narratives during Peter Do’s Paris Fashion Week shows, Kao has carved out a unique space where storytelling and strategy converge. She has contributed to campaigns for Calvin Klein, Ralph Lauren, Coach, and Tommy Hilfiger, resulting in over 300 international press placements and measurable social reach exceeding 2.5 million engagements. Campaigns she contributed to have been covered in outlets such as WWD and Interview Magazine, underscoring the prestige of the clients she has supported. Beyond execution, she has also written editorial pieces on fashion, culture, and PR, demonstrating her thought leadership as both a practitioner and commentator.
You’ve had the rare experience of working both in-house at Peter Do and agency-side at KCD. How did those roles differ for you?
Fiona Kao: At Peter Do, everything was deeply personal—the show wasn’t just a project, it was the designer’s identity and vision. I was part of a small, tight-knit team where every decision, from casting to seating charts, carried emotional weight. At KCD, you’re operating at an incredible scale, managing multiple global clients from heritage houses to emerging designers. Both roles taught me different aspects of PR: at Peter Do, it was about intimacy and storytelling; at KCD, it was about structure, efficiency, and how to navigate prestige at the highest level.
What was it like working on Peter Do’s Paris Fashion Week shows?
Fiona Kao: Paris carries a symbolic weight in fashion; it’s not just about presenting clothes but joining a lineage. For SS24, I worked as PR Coordinator backstage, managing around 20 VIP dressings and coordinating media with over 100 global editors. By SS25, I was working with content creators like Tina Leung, Aimee Song, Eva Gutowski, Tuba Avalon, and Bliss Foster, who created content directly from backstage. Seeing their content go live within minutes and amplify our reach globally was a reminder of how integrated PR has become with digital storytelling. Those two seasons together generated significant traction, with more than 400 global press mentions and an audience reach of over half a million.
KCD is widely regarded as one of the most prestigious PR agencies in the world. What did you take away from that experience?
Fiona Kao: As a Publicist at KCD, working there is like getting a masterclass in precision PR. Everything is about excellence—from guest lists to shaping messaging for editors. A highlight was contributing to the Calvin Klein FW25 show, which marked the brand’s highly anticipated return to the runway, a milestone moment for the fashion industry. The show’s impact was immense, with coverage in over 300 media outlets worldwide and an estimated 2.5 million impressions. Being part of that achievement highlighted how strategic PR can elevate a runway event into a milestone of cultural relevance while still honoring a brand’s legacy. One thing I admired at KCD is how the team anticipates every scenario. It’s not just about putting out fires; it’s about ensuring the fire never starts.
How do you think the role of PR has changed in the era of influencers and digital immediacy?
Fiona Kao: PR has become much more holistic. It’s no longer just about press coverage; it’s about cultivating moments that live across platforms. At Peter Do, instead of keeping influencers at arm’s length in the audience, we welcomed them backstage and immersed them in the creative process. Giving them that rare access allowed them to tell the story in their own authentic way, which ultimately amplified the brand’s voice in a much more powerful and genuine manner. The most important part is curating PR work that feels true to the brand’s DNA. A big social moment only works if it authentically reflects the brand, not just because a famous name is attached.
Can you share an example of when you contributed your own ideas or took initiative that made a measurable impact?
Fiona Kao: At Peter Do, I suggested bringing in digital content creators who weren’t traditionally on the Paris Fashion Week radar. It was a risk, but it paid off. We secured fresh press coverage, and the content helped position the brand as progressive and open. Another moment I’m proud of was amplifying visibility when Rihanna wore Peter Do’s FW24 suit to her Fenty x Puma London party—creating a brand moment that resonated globally, generating over 3 million impressions. At KCD, I’ve also pitched influencer-seeding ideas targeting niche audiences rather than just volume. It’s about relevance, not just reach.
What are some lessons that stuck with you from working within such different settings?
Fiona Kao: From Peter Do, I learned the power of intimacy: knowing a brand inside out helps you anticipate how it wants to be perceived and protect that vision. From KCD, I learned rigor—the necessity of precision and the importance of relationships. Editors, influencers, stylists, they all trust KCD because the agency has consistently delivered for decades. Combining those perspectives shaped how I approach PR today: both as a creative storyteller and as a disciplined operator.
You’ve mentioned contributing ideas along the way. How do you make sure your voice is heard in an environment where hierarchy can be strict?
Fiona Kao: It’s about timing and delivery. I ask: “Does this idea add value at this moment?” During the Paris show, I suggested amplifying influencer content because I knew their audience demographics aligned with Peter Do’s strategy. At KCD, I noted details in recaps that later informed outreach strategies. Sometimes it’s subtle, but those contributions can spark bigger initiatives. My goal isn’t to speak the loudest, but to ensure what I share feels purposeful and grounded in observation.
Fashion Week is a crowded calendar. How do you ensure a brand stands out among so many shows?
Fiona Kao: It comes down to narrative. Every brand shows clothes, but not every brand tells a story. For Peter Do, the story was rooted in cultural heritage, collaborating with Thai artisans on natural dye techniques. That made editors stop and pay attention. At KCD, I saw how crucial it is to tailor narratives for each outlet. What resonates with Cultured Magazine might not resonate with The Cut, so it’s about refining the same story through multiple lenses.
Leadership is an important part of PR. Can you share how you’ve stepped into leadership roles and earned trust in the industry?
Fiona Kao: I’ve been fortunate to learn from the best in the field, and those experiences shaped my leadership style. At KCD, I was trusted to manage high-profile influencer logistics during New York Fashion Week. At Peter Do, I coordinated backstage operations where timing and precision were critical. Leadership in PR isn’t just about giving direction, it’s about being reliable, anticipating needs, and making decisions that protect the brand. Over time, I’ve grown from observing excellence to becoming a trusted professional myself, someone brands rely on to execute with creativity and discipline.
Do you think being “invisible” is part of the job in PR?
Fiona Kao: To a certain extent, yes. Fashion PR is about building visibility for others, not yourself. But invisibility doesn’t mean irrelevance. The work we do: curating experiences, securing placements, coordinating backstage chaos, is the backbone that makes everything else possible. The skill is being able to disappear personally while amplifying the brand’s presence.
Where do you see the future of your career and of fashion PR as a whole?
Fiona Kao: I want to keep building bridges between cultural storytelling and global fashion platforms. PR is a form of cultural translation, we’re not just selling clothes, we’re connecting identities, histories, and audiences. For the industry, the future lies in inclusivity and adaptability. Audiences are global, Gen Z is reshaping what luxury means, and PR professionals need to be just as agile and culturally aware.
As a final note, what advice would you give to someone just starting out in the field today?
Fiona Kao: I remind myself to stay endlessly curious about people. My advice is to focus on what moves them, rather than just what sells. The best PR is rooted in empathy and understanding. Subtlety matters, and sometimes the smallest, quietest choices leave the most lasting impact. For anyone starting, remember that building trust and listening closely are just as important as chasing headlines. Those are the qualities that sustain a long career in fashion PR. It’s advice I remind myself of even now, as I continue shaping campaigns for some of the world’s most recognized fashion houses.
