April 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.
Senior communications director of world-renowned PR agency Karla Otto, Michaela Gerganoff grew up interested in fashion, though she studied business administration in university. She was constantly inspired by her parents and grandmother. Diving into the fashion world upon graduating, she has since developed her passion and skills for public relations. She now spends her days working with high-profile brands within the agency and has become a force to be reckoned with in her field.
Michaela Gerganoff photographed in Karla Otto’s Munich Office
Where did you grow up?
I was born and raised in Bavaria, in the countryside, not only with the privilege of living in a beautiful environment but also being surrounded by parents and also grandparents who were always supportive but never pushed me. They taught me both the freedom of life and a strong sense of responsibility towards myself and others.
Were you interested in fashion as a child?
My mum would have quite a few stories to tell about what she had to go through with me as a child and especially as a teenager. I loved going shopping with her before the new school year started, it was our ritual – that was the fun part. But I also remember being totally obsessed with pieces my parents were not happy with, and nagging until they gave up. And my grandma was, and still is, an inspiration for me. She taught me quality over quantity.
Did you have anyone that inspired you to explore the fashion industry?
I did not have any immediate connection to the fashion industry and stepped into fashion as one of the fields I was interested in. After graduating from uni, I considered starting my career in various sectors, and fashion was one of them.
Where did your journey into fashion PR begin?
After finishing my business administration studies, I was lucky enough to be able to work in basically any industry. I didn’t graduate with a specific profession such as a physician or a lawyer – it was up to me to find out what I wanted to do. Already during my studies, I joined a global beauty company as a working student, and that was definitely the most formative experience for me – I loved the global, international approach and atmosphere, the professionalism, the attention to detail, and of course the glam I felt being part of the company. I’d say for me it was more about the brands, the companies and their philosophies rather than merely the fashion aspect. That’s also something I love about my role at Karla Otto: I appreciate being able to work with amazing brands from different industries, with a team of incredible talents and in close cooperation with all of our offices worldwide. It’s so inspiring every single day.
What do you think it takes to stay ahead of the curve in the industry?
Authenticity. Smartness. Passion. Interest in the world, in people. Love. It’s quite simple to make a difference and stand out if you have values, live a conscious life, treat the people around you and especially yourself with utmost care and respect. All this provides you with a strong foundation, the freedom to consistently evolve – and stay ahead of the curve.
What has been your career highlight so far?
Honestly, it’s impossible to name one single highlight, and I wouldn’t want to pick one. In your personal and your professional life, it’s the endless series of moments that shape you and make you the person you are. And of course, there were a lot of amazing moments working with international clients for so many years. I have had the privilege to experience a lot of incredible, inspiring, uplifting and unforgettable moments in my career – otherwise I would probably no longer be doing what I do.
And any challenges?
There were and are challenges, of course; one of the biggest nowadays being time. The business I have the pleasure to work in is one of the most beautiful ones in the world. I work with outstanding personalities and brands – and of course there are challenges and sometimes I just want to go back to bed.
If you could go back to when you first started out, what would you do differently?
I am beyond happy with and thankful for my life, on a personal and on a professional level. When I started working in this industry, I did not expect this kind of career, meeting and working with so many incredible people and talents.
What would I do differently?
I would set clearer boundaries earlier on. Because it gives me peace and freedom.
What do you think the future holds for fashion in Germany?
That’s a question I am unable to answer as I cannot predict the future. Of course, there are challenges for the fashion and luxury industry – not only in Germany but globally. I see the powerful energy of a creative cultural hub in Germany. We have a lot of inspiring, talented people in different disciplines and fields who bring a vivid, open-minded spirit to life. Fashion, culture, dance, music, art, wellbeing, design and hospitality are all strong and impactful sectors individually, but they now open up to interact and connect. That’s a wonderful new spirit and I love being part of it.
Taken from 10 DE Issue 01 – MUSIC, TALENT, CREATIVE – on newsstands now. Order your copy here.
