At iHeart Studios we work with a selection of top London multi-brand fashion PR agencies and other fashion brand in house PR departments. The reasoning behind this is because we are able to turn around samples to images within a day or less. We are born out of fashion and instinctively understand how garments should be shot and styled which takes away the stress of producing high quality imagery from the PR agencies.
We caught up with the Founder and MD from POP PR, the incredibly glamorous and hilarious Portia Shaw. Her clients are the likes of Pam Hogg and Cosmetics á La Carte, so who better to talk to about makeup and fashion than Portia.
What are your must have beauty items?
What are the items in the closet that you just can’t live without?
My Vivienne Westwood coat, it would be fair to say that I live in it and my Alexander Wang bag of course. I have these silver Miu Miu boots that at the time I thought was the worst buy in the world but I have ended up wearing them all the time.
How did you get into Fashion PR?
It was completely by accident about 8 years ago I moved to London and I was doing all sort of things and decided I needed to find a career. My boyfriend Sonny had a client who owned a PR agency and he suggested that I go speak with her and see what it was like. She gave me some hints and tips as to what people are looking for in the PR industry, so I applied for my first internship at Cube PR which was years ago now and I’ve been working in PR ever since.
What is your least favorite aspect of the job?
Admin, there is so much paper pushing and so many reports to do but I think it’s the same in many jobs. At Pop we’re lucky in the sense that our clients are very colourful and diverse, they have so many different things to offer and it makes working with them exciting. You do however have to do so much following up, you could spend a whole day pitching and then the next day calling them up, it can be very time consuming.
What is your favorite aspect of the job?
Getting to meet all the stylists that come in and hearing all the gossip from the shoots. It’s hilarious hearing who is slagging who off, I think that’s one of the best bits of the job.
Who are the current hot stylists?
Marika Page seems to be shooting some really amazing things at the moment. Claudia Behnke is another one – she is currently doing something for Ukrainian Vogue that is really exciting. But of course Tilly Hardy from Twenty-6 Magazine is incredible and is just about to launch issue H.
Who are the hot photographers at the moment?
I don’t know any fucking photographers.
What are you favorite shoots at the moment?
The shoots featured in Tirade Magazine are fascinating and amazingly creative. A guy called Lawrence launched it and he has some incredibly talented people on board. I really admired the way the makeup artists have used some of the products and the outcome is just beautiful.
Tell me a bit about some of the designers that you currently representing?
MCL Design are a jewellery company that specialize in using real gold and coloured sapphires. They make really big ornate rings, cuffs, necklaces and bags. They’re at the higher end of the price tag with some of the cuffs retailing at about £10,000. They are absolutely stunning and in terms of editorial they’re perfect.
We have been looking after Cosmetics á La Carte for over a year now, they are based in Belgravia and have a lab in Battersea. This year in May they will be celebrating their 40th anniversary and we will be producing a huge event with them at the Gallery in Red Church Street with up to 15,000 attending. It will be a retrospective of the whole brand looking back at the days when they where working with Grace Jones and Princess Diana. The history behind it is spectacular and we will be working with some amazing artists. There will be an exhibition lasting a week with a private view, but that’s all I can tell you currently as the rest is top secret.
What was it like working with Alex Carlé our Marketing and Communications Director?
When we worked together at Blow PR it was great because Alex has a very positive spin on things. His creative writing is amazing and there is this joke in the PR industry ‘how do you polish a turd?’ Well Alex always managed to roll it in glitter.