Thanks to the extensive media coverage now given to all things fashion-related, young designers can move from cult status to stardom increasingly swiftly. Key to any such meteoric rise to the top, however, are those working behind the scenes.
With this in mind, it is to the legendary fashion PR Mandi Lennard, whose London-based company this year marks its 10th trailblazing anniversary, that many past and present young design talents here owe a serious debt. The designer Kim Jones, for example, worked closely with Lennard even before he graduated from Central Saint Martins in 2001. These days, having proved himself internationally as a serious talent, he is the creative director at Dunhill, and remains good friends with his earliest supporter.
Lennard is not so much a straightforward press officer, however, as a fosterer of fresh talent and a symbol of the more adventurous elements of London's fashion scene. In her trademark caps, dripping in Chanel and Vuitton jewellery and sporting elaborate nail art and parkas from ultra-niche Japanese labels, she is equally at home promoting must-see catwalk shows and events and securing collaboration and sponsorship from major international brands for her often impoverished charges, as she is hanging out with club kids in east London.
On a rare sunny morning in the run-up to London Fashion Week, Lennard's spacious and eccentric Hoxton showroom sounds and looks superb: hip-hop beats from DJ Premier throb at a decibel-defying level and rail upon rail of her clients' ingenious designs vie for attention – including vibrant Cassette Playa clobber and Gareth Pugh's creations – amid well-used pieces of classic 20th-century Italian furniture and walls adorned with works by Tracey Emin or kooky neo-Pop Art prints.
Having grown up in Leeds, she recalls her early fashion experiences when visiting London: "I'd go to Jean Machine on Oxford Street, where staff on roller skates had to go into the window display to get out the baseball jacket with a huge 'M' on it, just for me! The magic I recall from this is how I want guests to feel at our events."
Employed at the local Benetton, she then worked her way up to being an area manager in London, before becoming a buyer at Browns for six years, and starting her own agency in 1998 for the sheer indulgence of working with everything she loved.
"My friend Gil rented me a desk for £20 a week off Bond Street," Lennard remembers. "It was terrific fun – you have nothing to lose when you start a business, although I lost count of the number of times in the first year my head fell on the desk in despair!
"My first client was Dazed & Confused magazine, which paid me £150 a month." Other early clients included Eley Kishimoto: "Mark Eley came to see me with some of their designs and we clicked instantly when I said, 'You've just brought me Emily Bishop's wardrobe to see!'."
Then there was the soon-to-be unveiled Browns Focus boutique: "I told Mr Burstein, the owner, that he was really silly not to use me as I was on his doorstep and he knew me – within five minutes, his daughter called me and asked me to launch Browns Focus."
Current beneficiaries of the Lennard touch make for a who's who and what's what of all that is deemed cool: Aitor Throup, Roksanda Ilincic, the Brazilian footwear label Melissa, David David, Pam Hogg, plus Pop magazine and Bistrotheque (the restaurant, arts space and cabaret bar, with whom she is helping to launch Flash, a temporary eaterie within the Royal Academy of Arts, this November). Not to mention Danielle Scutt, House of Holland and the hot new hatter Nasir Mazhar (all awarded British Fashion Council/Topshop New Generation sponsorship), and MAN (the London Fashion Week menswear event she helped to launch three years ago with Topman).
Lennard has also this year worked with Burberry, Nike, Moët & Chandon, MAC, Colette and Pitti Immagine, and for London Fashion Week she organised some very high-profile parties.
Collectively, then, this stable of clients gives her a strong power base. Hence, every influential stylist, fashion editor and journalist regularly passes through the showroom, and many top recording artists, too: Rhianna, Kylie, Kanye West, Dizzee Rascal, Roisin Murphy and Gwen Stefani have all had their existing style credentials further boosted by a visit.
Lennard's approach to PR is, however, discerning and modern – never desperate or Ab Fab naff: "It's gut feeling. I work on instinct. It's not difficult to get press on my clients so I police the interest in them rather than promote them openly." She continues: "I'm a brand protector – I can't stand hype, so I do everything possible to hold them back. Laying a foundation is key – once you have that, hype can't touch you. As an agency, we are incredibly focused, we don't waste time on stuff that isn't what we want."
And that is? "We want glamour at an international level – W magazine, Japanese and American Vogue – we want to work with top creators. My clients demand this audience; they are working so hard in freezing studios without any bucks."
Surprisingly, perhaps, it initially took some coaxing to persuade her to agree to be interviewed; that less-is-more approach to promotion seemingly carries through into a (very Northern) reluctance for blowing one's own trumpet: "You can hit a brick wall if you do that sort of thing!" she says, laughing. Others in her orbit prove far more eager to big up her achievements, though: Melanie Rickey, fashion news and features editor of Grazia magazine, says: "She supports those who need to be supported with no agenda, but with conviction. And there's not enough of that in this world."
The stylist Thom Murphy is another fan: "I have worked closely with her for 10 years, and she is what most PRs can only dream of being." And Ben Reardon, editor of i-D magazine, enthuses: "I love my Mandi! She sends work emails all through the night – does she ever actually sleep?"
Gareth Pugh (with whom Lennard has worked since his first season in 2005) sums her up thus: "She believes in all of her clients. She works as hard, if not harder, than her designers do. She knows when to say no, and does so, often. Her reputation precedes her. What I love, though, is that she doesn't take herself too seriously."
As the phones ring with increasing frequency, Lennard, amazingly calm amid the storm, needs to crack on with tackling that day's 38 page-long to-do list. Small wonder that the fashion website hintmag.com described her as "London's hottest PR".
"Well, that's nice," she says, with a smile. "But, of course, I don't want to peak just yet, thanks."
Public relations, private lives
Making a living promoting someone else's talent is far from easy. The push-pull of getting clients noticed for all the right reasons, while keeping your own head – and keeping it well out of the spotlight – is a balancing act that not all PRs pull off.
The stock-in-trade of the fashion PR, both real and fictional, includes the wooing and wining and dining (aka bribing) of clients, the choosing of magazines that will be allowed to feature their creations, and the ruthless cutting of guest lists and banning of journalists. These powers are behind the image of the fashion PR as both fawning and ruthless, as embodied by Edina and Patsy in the TV series Absolutely Fabulous'.
It was the late Percy Savage, who died earlier this year, who really created fashion PR, advising Christian Dior to employ Yves Saint Laurent in 1955, and creating the first celebrity whirlwind (now a PR staple) when he persuaded Elizabeth Taylor to wear Lanvin to a film premiere in 1954. He famously said of his trade that "PR is vitally important because it costs so much less than advertising". The fomenting of hype with merely a sighting here and a guest list there is a skill that is hard to learn, but is invaluable – after all, everyone wants to be part of something to which they haven't been invited.
Disciples of Savage know that the first rule of PR is to spin the story, rather than star in it. Someone should have told this to the celebrity agent Lizzie Grubman, the PR Machiavelli behind Britney Spears and Jay-Z, whose cover was blown when she drunkenly reversed her SUV into a crowd outside a club, after shouting, "Fuck you, white trash!". She was charged on 26 counts.
As self-appointed patrollers of profit and propriety, PRs deal with the whims of designers, celebrities and the general public. Many PRs are like mothers to disobedient children; others are spiritual rocks; some are just good friends. Tom Cruise famously ditched his publicist and replaced her with his Scientologist sister. After much ill-advised leaping around on Oprah's sofa, his subsequent film was a flop.






Who doesn't love the beach?
Sand, sun and beautiful water. The beaches of the Mediterranean are stunning. Italy is full of beach babes and what do those beach babes wear? Swimsuits, especially the barely-there bikinis. It's enough to make your head spin, right? Personally, I'm a swimsuit watcher. I love to see what the designers do with the flimsy fabric. It gets sexier all the time. In this article, we'll explore 10 of the sexiest and hottest Italian-made suits to ever hit the beach.
2) How can you not love this sexy black number from Giuseppe Mulier of the Bikini Company? It's little but provides enough coverage to leave something to the imagination. The starfish print is used in strategic places such as the left breast and the middle of the bottom front as an accent. This creates a very adult - and very sexy - look. This is great for swimming and for sunbathing.
3) Be a heart-breaker in this Heart Print triangle bikini from Malizia by La Perla Mare. The triangle halter top neck caresses the chest. A string holds the cups of the bikini bra together. The briefs are side-tie for easy on and easy off flexibility. In red, white and black, this suit may not make you the Queen of the Beach but it could make you the Queen of Hearts!
4) From the design geniuses of Dolce & Gabbana, we have this white one-piece suit with peek-a-boo front and criss-cross halter top. The D&G logo is strategically placed in the front bottom of the suit.
5) Missoni Sport brings us this sexy little number that's practical and adorable. This is catwalk style that you can swim Olympic-type laps in. The cut-outs on the side flash some sexy, sexy skin and the stripe print which is a trademark of Missoni's helps to draw the eye to the exposed flesh. The shoulder straps are thin. The neckline plunges; and, the thigh slits are high cut. The material is 80% nylon and 20% spandex which makes it perfect for any swim-type activity you love to indulge in. On the right we have another elegant swimsuit outfit by Missoni.
6) This polyamide/lycra suit from Verde Veronica by La Perla has an innovative, metallic look with fantastic accents.
7) Versace is known for its artistic and sexy creations. This bikini doesn't disappoint on either front. A double triangle-halter top string gives extra support for the breasts which are gently cupped in movable mostly-nylon fabric. The print is part floral but totally avant-garde. The colors are white, pink and black with a hint of yellow to draw the eye to specific points. This suit is a visual feast for the eyes.
8) This sexy gold-toned one piece from Blumarine is just a dream. It looks like it was made for a goddess. The fabric skims the curves every so gently, practically caressing them. The shiny, gold-tone insert is not only creative branding that says "Blumarine", it's also eye-catching and a great way to camouflage a wee bit of a tummy.
9) The apricot color of this Fendi bikini is best worn with tanned skin. It shoes an olive complexion off to its best advantage. I love this piece because it's sexy but not too over the top. The bust is almost a sports bra in appearance. It gives great coverage and provides just a tease of what lies beneath.
10) Last, but not least, is this retro bikini inspired by Emilio Pucci. Step back in time to the 1950s with this sexy paisley print bikini with a colorful striped band underneath the bust that is almost like a color chart for the entire piece.
1) Hey, who says a t-shirt has to look casual! Hmm? I know I didn't. This long-sleeve jersey from Blumarine has a boat-slit neckline. The fabric is smooth and looks almost silky. The piece is unlined and made of 100% rayon! I love the little shoe-string laces on the sides and the sexy peek-a-boo sleeves that show a hint of skin! You can pair this shirt with a skirt of any length, dressy or casual pants and; of course, jeans. It's so versatile you will probably want to buy more than one!
2) From the Armani Collezione, we get yet another gorgeous, designer t-shirt. This stretch jersey tee has a boat slit neck. Its sheer print gives the hint of skin while covering you up in complete comfort. The long sleeves are great for winter or spring.
3) Marni is a designer label that knows women. Just look at this t-shirt. This isn't your boyfriend's (or husband's) t-shirt, is it? It's soft and supple. The cowl-neck is loose and oh-so-feminine. It's comfortable and skims your curves without clinging to them too tightly. This is a piece that travels well whether you wear it on the plane or pack it in your best luggage. This cotton tee looks - and feels - fantastic!
4) Don't you just love Dolce & Gabbana? Yes, this is a D&G t-shirt! Can you believe it? Sleek. Sexy. Form-fitting. Curve-hugging - and with a touch of feminine lace. This may be the perfect t-shirt. It's almost dressy. However, the Elastane and Viscose combination make this tee one that will fit you like a second skin. It looks great with jeans as seen in this picture; but, could work well with a teeny-weeny black mini - what a perfect club outfit, right?
5) From Alberta Ferretti we have this classic t-shirt. The lines are simple as is the design, the cut and the fabric. This tee is smooth - made mostly of Rayon. It will glide over your curves. You can wear it with a business suit, a skirt or dress pants for work. You can pair it with jeans or capris for a casual, summery look. Do what you will with it - this t-shirt can take whatever you can dish out!
6) Who better than Versace to create a t-shirt fit for a rock goddess? This sleeveless piece is perfect to show off your toned arms. The metallic silver on the shoulder is picked up throughout the piece in the logo in the front and in chunks of color on the back. The color splashes vary between lighter purple and a deep, dark purple. This shirt oozes sex appeal and begs to be worn when you are sure to take center stage. It's an attention-grabber!
7) I loved the last tee so much that I stuck with Versace for this piece! I guess it's the little bit of rock n' roll that grabs me so. I really love the look and feel of this piece. It's just cool. Did you know that the t-shirt is encrusted with studs! How great is that? I love the long-sleeves and the color scheme. If you love the front, though - the back is even better. See the sexy cutouts. Aren't they awesome?
8) From Moschino Jeans we have this lovely turtleneck t-shirt. The heart-shaped design with the pretty pink embellishments is really what caught my eye. Of course, I also love the t-shirt turtleneck. It's comfortable and warm - great for a cold winter day or night. This t-shirt brings me back to my upbringing in Boston. I love the way it feels. I love its sleek look. The sassy design makes me feel like I'm wearing a painting. It looks great with a white wool skirt - or any a-line skirt you can find. I also love to wear it with jeans for a casual yet elegant look.
9) This turtle-neck t-shirt may be my favorite piece in this article. It comes to us from Daniela Vecchi. Daniela knows beauty. She's not afraid to shy away from it even with a t-shirt. Look at the lace accents with the sheer, wool/nylon jersey underneath! The high-color of the turtleneck is exquisite and the rear-zip enclosure is sexy and chic. The two-tone lace is a touch of design genius. I really can't say enough about this piece. I absolutely adore it!
10) I was going to include a basic white short-sleeved tee for the last item. Then, I spotted this Marni t-shirt and fell in love. Yes, I am a fickle, fickle girl when it comes to fashion. There is nothing basic about this t-shirt. It's short-sleeved and made of poplin. The neckline is asymmetrical. The cut is flowing - and flattering to most body types. The design is romantic and feminine. It's an exquisite piece that belongs in anyone's collection, really. 






