In the luxury fashion industry, visible designs are often attributed to designers, celebrities, and influencers. However, behind some of the most successful campaigns in recent seasons is Prerana Srikantappa, a public relations executive and fashion stylist who specializes in creating cross-cultural brand narratives for international markets.
At Dubai Fashion Week 2024, as Roberto Cavalli made its return to the spotlight, Prerana led the communications strategy, coordinating every aspect of the brand’s regional positioning, leading to top-tier media outreach. The luxury fashion house closed the shows at the Spring/Summer 2025 edition, curating a celebrity guestlist that garnered attention worldwide. Prerana doesn’t just promote brands; she reshapes how they’re understood across borders.
A Dual Practice: Styling and Strategy
Prerana’s work is a convergence of image and influence. With a background in engineering and a career immersed in style, she takes a structured approach to fashion storytelling. Her dual role as a public relations executive and a stylist gives her control over both visual presentation and brand messaging.
She previously led press campaigns for distinguished clients such as Paolo Sebastian and Casadei, helping them strengthen their presence in global markets and contributing to the success of these campaigns by supporting product launches, seasonal campaigns, and trend-focused editorial coverage. Her work, such as for Roberto Cavalli, is carefully crafted, striking a delicate balance between aesthetics and business objectives.
A Market Advantage: Cultural Fluency
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Prerana’s ability to translate a brand’s identity across regions is what sets her apart. Her specialty is in adapting Western fashion houses into concepts that resonate deeply with emerging luxury markets such as the GCC.
For Casadei’s Milan Fashion Week presentation, she tailored the messaging to a Middle Eastern audience, which aligned the brand with consumer values of the Middle East.
Rather than replicating global campaigns, she makes them more local. This includes refining influencer partnerships, adjusting press language, and aligning visuals with cultural expectations. For brands aiming to grow in non-Western markets, this approach ensures relevance without compromising their authentic identity. She has applied this strategy across multiple shows, each resulting in successful, well-received presentations tailored to regional audiences.
The Evolving Role of Fashion PR
The luxury world is shifting. Brands are prioritizing credibility over virality. Prerana believes the future of fashion communications will rely less on mass exposure and more on tailored, culturally intelligent storytelling.
Her strategy focuses on long-term positioning, which requires a thorough understanding of local markets. Chasing a short-term buzz doesn’t have the same impact on audiences that an authentic connection does.
Lessons from Experience
Breaking into fashion without industry connections required persistence. Prerana began her career by cold-emailing, assisting, and closely observing the operational side of the fashion industry.
Today, she combines creative skills with business awareness, emphasizing the importance of contracts and the brand’s value.“Having creativity alone isn’t enough; you must be able to protect and scale your work.”
Looking Ahead
As she expands her portfolio and continues shaping communications for luxury brands, Prerana Srikantappa remains focused on a long-term mission: to help shape how fashion houses achieve global relevance through smarter and strategic storytelling.
Her vision is deliberate and rooted in depth, not hype. While others chase the spotlight, she’s building the structure behind it, making sure that when it shines, it tells a story worth remembering.
Presented by: APG
