March 24, 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.
Bianca Ruessel’s passion for fashion ignited in her small town German upbringing. After beginning her career in car advertising, she followed her true calling, transitioning to the fashion industry. Her diverse experience, spanning marketing and public relations, ultimately led her to become the director, global communications at haebmau.ATELIER, a renowned international PR agency – a remarkable achievement.
Bianca Ruessel photographed in haebmau.ATELIER’s Berlin office
Where did you grow up?
I grew up in a small town in Germany, located near Heidelberg.
Were you interested in fashion as a child?
Both my parents dress extremely well. The London influence from my mother caught up with me when I was around 14 years old. Since then, fashion has become part of my being.
Did you have anyone that inspired you to explore the fashion industry?
I started off in classic advertising in the automobile industry. After some years, it was my mother who believed that I should try my chances in the fashion field. I am a classical non-traditional candidate and I believe my unconventional, self-thought way into this industry made me go the extra mile.
Where did your journey into fashion PR begin?
It started with a marketing all-rounder job at a fashion sales agency which then also opened a retail concept store, where I was lucky to get a chance with touchpoints of several departments. I was very driven and grateful to have gained insights into fashion distribution, marketing, trade shows, retail concepts and activation, a bit of PR and many more. It was my gateway into this world. My specialisation towards PR actually came over time.
What do you think it takes to stay ahead of the curve in the industry?
If it’s not coming naturally to you and you have to think too much about it, it’s not for you. You either live this or you don’t. Always back up your know-how, read, be open for new processes and have a strong stand on zeitgeist and culture. The golden ticket is if you can really read a room, turn and convince that room and back up your opinion with distinguished knowledge/expertise.
What has been your career highlight so far?
I would say teaming up with Patti Smith was such an honour. Working together for a collection performance with Carlota Guerrero for Miami Art Basel was one for the books, and having a part of the Maison Margiela haute couture spring 2024 show by John Galliano, which to me was a show going down in history, where our client and genius Pat McGrath created the iconic porcelain make-up looks. Besides iconic parties and travels, it comes down to knowing the power of great PR – that still gets to me.
And any challenges?
Challenges always come up and without sounding cliché, the biggest challenges throughout my career shaped me and built my work persona. It makes you confident that everything is doable and that’s where the real fun begins.
If you could go back to when you first started out, what would you do differently?
I always went in 110 per cent and trusted my gut feeling, especially when it comes to people and work environment energies. Looking back, I would hope for the same crossroads and experiences – for the good and bad ones.
What do you think the future holds for fashion in Germany?
Germany has a rich history of producing great designers, creatives and industry leaders in the fashion world. Today, the country still holds a lot of talent. However, to ensure this talent makes waves and credible impact both nationally and internationally, I believe the opportunities and education within the broader fashion industry needs a facelift. This includes providing mentorship and foundational education, such as crafting a CV, securing funding for startups, and developing essential soft skills like presentation abilities, strategic thinking, body language, research and a refined aesthetic sense – the list is endless. Despite these challenges, Germany has consistently contributed leading talents to the realms of fashion, art and cultural zeitgeist, earning international recognition. This tradition of boldly pursuing visionary ideas will continue in the future, I am certain of that.
Taken from 10 DE Issue 01 – MUSIC, TALENT, CREATIVE – on newsstands in Germany and northern Europe now.
