Arnhem Mode Biennale and Karla Otto

From organising fashion shows to an advising role in ad campaigns: in many aspects of the fashion business PR has a crucial role. PR agents are responsible for developing a communication strategy, managing press contacts and the organisation of events. In short, PR is the link that binds the product to consumers through the press. The PR of a large-scale event like Arnhem Mode Biennale needs to have its international PR in good hands. Therefore, PR company Karla Otto has been hired to make sure as many people as possible find out about all things happening during the biennale. Karla Otto is one of the most acknowledged PR companies in fashion, with contacts at the biggest magazines and among the most famous designers.

The german Karla Otto learnt the ins and outs of the fashion world through modeling, and founded her company in 1982. In the late seventies she decides to trade her modeling carreer for a job as a PR agent for Fiorucci. After a couple of years she manages to start up her own business. Thanks to her structured way of working and down to earth attitude she soon gathers an impressive list of clients: the up and coming brands of the eighties, such as Prada, Jil Sander and Jean Paul Gaultier, all come knocking on Otto’s door for support and advice. Her company proved to be an important factor in the success of these brands in the years to come. Because of the rise in fame and increase of clients, Paris and London branches opened, followed by offices in New York and Los Angeles.

Thanks to Karla Otto’s aide, Arnhem Mode Biennale has been featured in various publications: an article on Vogue.com (100.000 visitors daily) and a mention on AnOther Magazine’s website (80.000 visitors daily).