In the dynamic world of fashion, where image is paramount, public relations has become an indispensable tool for success. While defining PR can be elusive, its impact is undeniable, especially in today’s digitally driven marketplace. The evolution of PR in fashion is particularly striking, moving from champagne-fueled parties to a data-centric, ROI-focused approach, especially with the rise of social media and recent global shifts.
During a recent exploration of the Los Angeles fashion scene, one name consistently emerged in conversations about celebrity endorsements and rising designers: Tata. This led to the discovery of Tata Kartvelishvili, the visionary founder of TATA LA, a prominent showroom and PR agency known for its strong connections to high-profile figures in entertainment and design. Remarkably, TATA LA was established just five years ago, making Tata’s rapid ascent in the industry even more impressive. This prompted a conversation about the evolving landscape of PR and the strategies needed to thrive in the modern era.
The fundamental question remains: in an age of unprecedented direct access, why are PR services still vital? Tata explains that while social media offers a semblance of direct connection, genuine PR goes beyond superficial interactions. “Social media and PR go hand in hand,” she acknowledges, “but the extensive networking we do cannot be replicated by a brand internally, especially for emerging designers.” Social media might grant access, but it doesn’t guarantee engagement or meaningful relationships. Building trust and a solid reputation requires dedicated effort and resources, which is where a specialized agency like TATA LA excels.
The power of celebrity endorsements in fashion is often debated, but Tata, based in the heart of Hollywood, firmly believes in its enduring influence. “Real celebrity holds a certain type of power that has always stayed like that,” she asserts. The landscape has expanded, however, with the rise of bloggers, vloggers, TikTok creators, and social media influencers, creating new avenues for brand visibility. This expansion, according to Tata, is beneficial for PR, offering more opportunities and diverse clientele.
When considering collaborations, brands often weigh the benefits of engaging with superstars versus micro-influencers. Tata clarifies that micro-influencers can be valuable for niche markets. However, she notes the challenge of unsolicited requests for free merchandise in exchange for posts, which can be time-consuming and unproductive for brands. TATA LA focuses on providing access to established actors, musicians, athletes, and prominent fashion influencers, ensuring impactful brand awareness and tangible business growth for their clients through strategic celebrity placements and fashion PR expertise.
While increased brand awareness is a primary goal, the ultimate measure of success is sales. Tata emphasizes that celebrity endorsements create immediate brand recognition, a crucial element for driving sales. However, she stresses that brands must be prepared to capitalize on this increased visibility. “Notoriety is key to selling, a necessary element. However, for the ROI to be successful, the main responsibility is on the brand.” Factors such as inventory management, e-commerce functionality, retail partnerships, and post-placement marketing strategies are critical for converting awareness into sales and maximizing the return on investment in “Tata Fashion” PR.
The synergy between showroom and PR agency models is increasingly recognized as an industry advantage. Tata affirms this, highlighting the enhanced results achieved through their integrated approach. She cites the pandemic as an example, where TATA LA adapted by developing innovative PR strategies that sustained brand visibility even during lockdowns. This adaptability not only helped their clients navigate challenging times but also facilitated agency expansion. By integrating press and wholesale departments, TATA LA offers a comprehensive suite of services, fostering more organic brand growth and maximizing client impact within the competitive fashion market.
Tata’s personal journey into fashion began with a childhood fascination with Parisian haute couture and Fashion TV. Growing up in Georgia in the 1990s, where fashionable clothing was scarce, her passion for the industry grew. Modeling in her teens provided valuable insider experience. After relocating to Los Angeles, she organized pop-up stores featuring talented designers. Her involvement in PR for these events ignited her passion for brand building. This led to the launch of her e-commerce site and, in 2018, the TATA LA PR agency, solidifying her commitment to “tata fashion” and brand elevation.
When asked about her “big break” in fashion PR, Tata points to her collaboration with Kendall Jenner’s stylist, Marni Senofonte. While TATA LA had already secured placements with A-list celebrities, Kendall Jenner’s endorsements marked a turning point, significantly amplifying brand visibility and solidifying TATA LA’s position in the competitive fashion PR landscape.
Los Angeles was a strategic choice for TATA LA’s base, rather than the traditional fashion capital of New York. Hollywood’s concentration of celebrities, frequent high-profile events, music video and editorial shoots, and proximity to celebrity stylists offer significant advantages. The ability to respond quickly to urgent requests and build close relationships within the entertainment industry makes LA an ideal location for a fashion PR agency focused on celebrity engagement and “tata fashion” trends.
TATA LA proudly represents global brands, including several acclaimed Georgian designers, reflecting Tata’s heritage and keen eye for unique talent. Having witnessed the rise of Tbilisi Fashion Week, Tata highlights the distinctive quality of Georgian design, noting its growing international appeal. Initially, introducing Georgian fashion to the US market presented challenges, as the aesthetic was perceived as unconventional. However, through consistent effort and education, TATA LA has cultivated appreciation for Georgian design, bridging the gap between emerging talent and the global fashion scene. Georgian brands, in turn, have refined their collections to resonate with a broader audience while retaining their unique identity, contributing to the global “tata fashion” movement.
In the demanding fashion industry, success is a blend of strategic acumen and relentless dedication. Tata emphasizes the importance of hard work, continuous learning, and genuine passion. While acknowledging the potential role of luck, she firmly believes that consistent effort and business savvy are the cornerstones of achievement. For Tata Kartvelishvili and TATA LA, the revolution in “tata fashion” PR is driven by a realistic yet optimistic approach, grounded in hard work and a deep passion for connecting brands with the world.
