May 8, 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.
Ten years ago, seasoned PR agent Jörg Bernicken left LVMH to launch his own agency, aptly named Luxurious Thinking. Over the years, the agency has developed a speciality in event design, collaborating with more than 30 brands ranging from Bvlgari to Audemars Piguet.
Jörg Bernicken photographed at Luxurious Thinking’s Munich office
Where did you grow up?
I grew up in Rothenburg ob der Tauber – a small, picturesque medieval city in northern Bavaria.
Were you interested in fashion as a child?
Absolutely not. I was a petrolhead, interested in cars, design and technics. Buying new clothes with my mum was always an absolute disaster.
Did you have anyone that inspired you to explore the fashion industry?
Vivian Ward, better-known as Julia Roberts in 1990’s Pretty Woman. When she walked down Rodeo Drive in that puff-sleeve dress, paired with white gloves and black hat, I was hooked. The very next day I went to the local perfumery and bought myself my first fashion piece: a pocket square.
Where did your journey into fashion PR begin?
In a large Munich agency when I was chosen for the first big event for an international luxury brand in Prague. It was an exhibition of their heritage collection. It was exciting, challenging and I was totally overwhelmed. But the client obviously liked my work so much that all subsequent budgets were initially placed with me. A few years later, I started at LVMH and was responsible for the PR events for the champagne and spirit brands in Germany.
What do you think it takes to stay ahead of the curve in the industry?
Do it like the great fashion icons: be unmistakable. Create the “it piece” that everyone wants, but not everyone gets.
What has been your career highlight so far?
Founding my agency out of nothing ten years ago and working for more than 30 luxury and lifestyle brands. That is a wonderful gift.
If you could go back to when you first started out, what would you do differently?
Nothing at all. Everything happened for a good reason. I believe in karma.
What do you think the future holds for fashion in Germany?
Innovation, quality, reliability and lasting value create a perfect balance against the ever-changing landscape of public opinion. If we focus our creativity on that, Germany has great opportunities. We’ve always loved to embrace this approach.
Taken from 10 DE Issue 01 – MUSIC, TALENT, CREATIVE – on newsstands now. Order your copy here.
