May 20, 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.
Mumi Haiati, founder of Reference Studios, has been instrumental in establishing Berlin’s presence on the global fashion stage and is a respected figure within the industry. After graduating from the Istituto Europeo di Design and working as menswear designer Boris Bidjan Saberi’s public relations director, Haiati founded Bureau Haiati, a multidisciplinary communications agency, in 2014. He then went on to launch Reference Studios in 2017, driven by a vision of a creative and globally-minded agency for today’s interconnected world. Today the counter-cultural agency works with a diverse roster of artists and brands – including Gucci, Rimowa, Magliano, 032c, Gentle Monster and Universal Music Group – on projects ranging from public relations to special initiatives.
Mumi Haiati photographed in Reference Studios’s Berlin office
Where did you grow up?
In Düsseldorf – which, funnily enough, is Germany’s former fashion capital.
Were you interested in fashion as a child?
Yes. I secretly played dress-up with my sister’s Barbies.
Did you have anyone that inspired you to explore the fashion industry?
I was always interested in people with distinct styles: Dennis Rodman, Nile Rodgers, Cam’ron, or Slash from Guns N’ Roses. The MTV era was very inspiring for me.
Where did your journey into fashion PR begin?
In Paris in my early twenties, when I did an internship at Totem, who represented some of my favourite designers of the time. They had a focus on Belgium.
What do you think it takes to stay ahead of the curve in the industry?
Connection.
What has been your career highlight so far?
I launched Reference Times, my perfume with my long-term team-member and friend Tim Neugebauer, at Dover Street Parfums Market in Paris. It follows the idea of merch perfume on the one hand and ceremony on the other. There are many more great things to come.
What do you think the future holds for fashion in Germany?
A better infrastructure and connectivity with the evolution of Berlin Fashion Week and our very own format Intervention.
Taken from 10 DE Issue 01 – MUSIC, TALENT, CREATIVE – on newsstands now. Order your copy here.
