Fashion Week is a crazy time for everyone: editors, designers and public relations pros, of course. To get an inside look at what goes into pulling off a buzzed about show, like DKNY and Donna Karan, we caught up with Aliza Licht, DKNY/Donna Karan International’s Senior Vice President of Global Communications—a.
k.a. @DKNYPRGIRL.Licht dished on how she landed her dream gig, her favorite moment with Donna Karan, and what her job is like day-in-and-day-out—and even on the most important day of all: the day of the show.
What’s your usual workday like?
Every day is different and very dependent on the time of year. Conveniently, fashion week coincides with award show season. That means I have to oversee the production of the show with my team, while we simultaneously strategize which celebrity we want to wear Donna Karan Atelier on the red carpet. I’m pretty sure that “they” put the two biggest fashion events in the same months to test our stamina twice a year. This all has to be done while I do my “regular day job,” overseeing global press for both the Donna Karan New York and DKNY brands in various forms of media. Of course, the back-to-back meetings that never seem to end complicate everything, not to mention the NHL-level email hockey I play while keeping up on Twitter, 24/7.
What’s the best part about your job?
The people! I’ve been with the company 17 years and my boss and mentor, Patti Cohen, is the best human on earth to work for. I have also been blessed with the most amazing team. I could not accomplish anything without them.
How did you land your job?
I was working on the magazine side of the industry and when I heard about an opening at DKNY in PR I jumped at it.
What is it like working with Donna Karan?
Working with Donna Karan is a creative journey. There’s no one who can transform a simple piece of fabric like she can. She’s like the balloon guy in Central Park. Within seconds, what looks like a sheet morphs into an amazing, red carpet-worthy, draped gown. I will never understand how she does it, but I feel privileged to be able to watch.
What does each of the brands mean to you?
Donna Karan New York is luxury. It is the ultimate New York fashion statement that exudes both power and sensuality. DKNY is a fresh and spirited expression of style. It speaks to the many sides of New York, always with a finger on the creative pulse of the city. Both brands give off a very positive, confident message, one that I strongly relate to and admire.
What is it like the days before fashion week?
It always starts off slowly—like the calm before the storm. We have a calendar for when different deadlines and activities need to happen. The guest list changes by the minute and then that makes us have to redo the show seating over and over. We are crazy about collecting RSVPs because for a PR person, an empty seat at the show is a sign of failure. Then there are the celebrities we need to dress who are attending and the press kits we need to write and produce. It’s a massive group effort, where success can only be based on the collective effort between design, production, PR, marketing and sales. Every area has a role to play. It’s a crazy two weeks every season, but it’s what memories are made of!
Where can you be found during the show?
I’m always running between the runway, making sure the people who need to be there are there and outside the venue, making sure that guest check-in is going smoothly. Once all the section captains declare their rows filled, I will walk the runways to make sure that nothing is on the floor and that everyone’s legs are uncrossed. You wouldn’t believe how crossed legs (soles of shoes) can ruin a show video! Then once I am satisfied that everything is set, I will alert on headset that we can start the show. Seeing the first girl come out onto the runway is a moment of bliss for me. I usually see that from my crouched, hidden spot on the floor, trying to squash myself into a corner. The worst thing I could ever do is ruin a photographer’s shot!
What’s your most memorable moment on the job?
I’ve had too many to count! I think the most memorable moments are always ones that involve herculean efforts by the team, ones where we prevail against all odds. We’ve battled hurricanes; show disasters, celebrity drama and so many random things just going awry. Nothing is more gratifying than thinking in one moment, “OMG how on earth could this have happened?!” and then hours later marveling in the glory of how we saved the day together. I am convinced that PR people in particular, constantly perform the impossible. No one understands urgency and crisis management like a PR person!
Fashion Tip
“There’s no one who can transform a simple piece of fabric like [Donna Karan] can. She’s like the balloon guy in Central Park. —@AlizaLicht”Tweet This!
Can you share a personal moment that you had with Donna?
The moments I treasure most are when I sit in design waiting for Donna to finish fitting a model, so that I can put the seasonal press release under her nose. She focuses on every single word. Watching her convey her design inspiration onto both paper and into fabric is one of the purest examples of creativity. I sometimes have to pinch myself and think, “wow this is my job!” I couldn’t dream of a better one.
How would you describe your personal style?
I’m very feminine, maybe to a fault. I’m also a stickler for a polished look. I am positive that grunge was the worst thing to ever happen to fashion and I’m not afraid to say it.
Current favorite trend?
I don’t live by trends; I live by what I feel good in.
Style icons?
I don’t have any. I admire the real people who I see walking down the street every day. No stylists, no publicists, no free clothes—just pure great style. Those people deserve the title of style icon.
Biggest splurge?
Chopard. I have two. They were push presents. I don’t wear them that often, but I’m happy to know that they are there.
What’s the most meaningful piece you own?
I have a closet filled with practically every Donna Karan show outfit that I have ever worn. One day, years from now, I will look back at them and think “I’m so glad I saved these!”
For more from Aliza, follow her on Twitter @AlizaLicht.
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