June 4, 2025 |
Public relations. The very name conjures images of glamorous parties, whispered secrets and deftly crafted narratives. But behind the glitz of the carefully curated runway shows, events and more lies the hard work and strategic thinking of PR agents, the unsung heroes of brand-building and reputation management. These industry insiders work tirelessly so that fashion-lovers can feast their eyes on the variety of beautiful clothes and images designed to captivate and engage both on and off the runway.
Managing director at Schoeller & von Rehlingen PR GMBH, Tabache works alongside Andrea Schoeller and Alexandra von Rehlingen, who founded the agency almost 40 years ago in 1986. Their expansive client list includes Armani, Montblanc, IWC, Steiff and Fenty Beauty by Rihanna.
Alja Tabache photographed in Schoeller & von Rehlingen PR’s Munich office
Where did you grow up?
I grew up in northern Germany.
Were you interested in fashion as a child?
My parents have always been interested in design and fashion, even though they are both doctors. From a young age they travelled with us kids, and whenever we were abroad they took us on their shopping trips. They were always on the lookout for unique pieces and designers, some of which were not available in Germany. My mum was a passionate reader of fashion magazines, and my sister and I often played with her magazines, creating collages and even making our own.
Did you have anyone that inspired you to explore the fashion industry?
I have to give credit to my mum. Her passion and enthusiasm for fashion and magazines planted the seed for my interest. However, I never seriously considered a career in fashion because I didn’t see myself as skilled or creative. I also wasn’t aware that there were opportunities beyond becoming a designer to work with fashion and lifestyle brands.
Where did your journey into fashion PR begin?
I have a master’s degree in economic science and completed all my internships in marketing without knowing much about PR. However, towards the end of my final year, I saw a TV documentary about Andrea Schoeller and Alexandra von Rehlingen. The programme followed them through their workday, juggling events and fashion shows, and I was instantly hooked. I called their office and they invited me to a job interview the very next day. I flew to Munich for the interview, started the following day, and 20 years later, I feel incredibly fortunate to call Andrea and Alexandra both my mentors and partners.
What do you think it takes to stay ahead of the curve in the industry?
Stay curious and open to exploring new ideas. Don’t cling to “rules” simply because things have always been done a certain way. Just because you personally don’t like or believe in something doesn’t mean it lacks social relevance. Seek out the story behind the story, and engage with people from a variety of fields. Most importantly, surround yourself with a diverse and supportive team.
What has been your career highlight so far?
I have had the immense privilege of personally meeting and working with some legends of the fashion industry, such as the late Wanda Ferragamo and her children and grandchildren; Vivienne Westwood; the Etro family; the visionary Brunello Cucinelli and his family; Giorgio Armani and Karl Lagerfeld. Alongside these incredible encounters, I have experienced many cherished moments throughout my career. Among them are organising a press trip to India for the 80th anniversary of Jaeger-LeCoultre’s Reverso watch – two unforgettable weeks of cultural highlights – and contributing to Ferragamo’s 80th anniversary event in Shanghai, plus organising a cinema preview of a Lagerfeld documentary in Munich, with Lagerfeld himself in attendance.
And any challenges?
As new large markets, such as China and Korea, have emerged, the role of the German market has diminished. This shift has made it increasingly challenging to compete for budgets, recognition and attention. At the same time, cultivating relationships – not only with clients but also with key players in the market – has become even more valuable and essential.
And then a completely different kind of challenge: a severe earthquake happening during a press trip.
If you could go back to when you first started out, what would you do differently?
Honestly, nothing!
What do you think the future holds for fashion in Germany?
While there are nowadays hardly any German fashion labels that are internationally known/successful, it is amazing that influencers such as Xenia Adonts, Caro Daur, Leonie Hanne, Veronika Heilbrunner, Elevator Boys and Nic Kaufmann are internationally known and recognised. The German fashion industry faces multiple challenges and lacks international recognition, even though we do have some great talents such as William Fan or Horror Vacui.
To gain international relevance, though, young designers need more support and funding, platforms and visibility. Generally speaking, Germans are more enthusiastic about topics and brands that come onto the market from outside the country, and it takes perseverance to gain their attention and interest; once this hurdle has been overcome, Germans are very loyal clients.
There is a very strong interest in quality and craftsmanship which particularly benefits the brands that our agency has in its portfolio.
Germany is also not a trendsetter when it comes to fashion, but it has always been a solid market in Europe with a profound spending power from the locals, hence low dependency on tourism.
Taken from 10 DE Issue 01 – MUSIC, TALENT, CREATIVE – on newsstands now. Order your copy here.
