Public Relations Director

Position

Loro Piana is an Italian luxury Maison established in 1924, known for creating the finest quality textiles, ready-to-wear collections, accessories, and bespoke garments. Our dedication to exceptional craftsmanship and use of the world’s finest raw materials positions us a leader in the luxury industry. As an iconic Maison within the LVMH group, we uphold a strong commitment to unparalleled quality and excellence.

General Purpose of the Position:

The PR Director will play a pivotal role in continuing to build and elevate brand awareness and brand positioning across North America. The PR Director role requires a strategic and entrepreneurial management skillset with a proven track record in brand building, public relations, media strategy and celebrity/VIP, as well as, a deep understanding of Loro Piana’s heritage and values.

The PR Director will work in close partnership with the VP of Communications, Loro Piana’s HQ team and the local PR agency to execute the global PR strategy effectively. The PR Director will be responsible for partnering with the local PR Agency to build successful editorial strategies for global initiatives, collection and product launches, as well as, local projects. A continued focus on improving and optimizing our DMR results across print, digital and social will continue to serve as a primary success metric across the company.

In addition, the PR Director will be responsible for partnering with our HQ Media Team to plan, develop and optimize our North America media strategy and media mix across Print, Digital, Branded Content, and Social. The PR Director will be responsible for ensuring that we continue to increase brand awareness and desirability, as well as, cohesive and elevated storytelling.

Lastly, the PR Director will work collaboratively with the local Marketing and Events Team to strategize and build the annual North America Events calendar and identify key moments throughout the year to amplify. As part of this strategy, the PR Director will collaborate closely with the Global Head of Talent and the Head of Social Media to identify and engage talent for key local moments throughout the year.

The role requires a dynamic, entrepreneurial, and forward-thinking approach to PR, Events, Media and Talent partnerships, ensuring Loro Piana’s presence remains distinctive and impactful in the luxury fashion landscape.

Job responsibilities

Job Responsibilities:

• Develop and implement a PR strategy aligned with Loro Piana’s global vision, tailored for North American audiences to enhance brand awareness and positioning.
• Oversee public relations and media activities across North American markets, ensuring strategic alignment and hands-on execution.
• Build and maintain relationships with top North American fashion editors, luxury journalists, stylists, influencers, and industry leaders.
• Partner with HQ on managing the N.A. Media Strategy, Budget, and Agency
• Collaborate with the local Marketing Team (Events, GTM, CRM, VIC) to integrate unified brand narratives across North American campaigns and initiatives.
• Partner with the Global Head of Talent and Head of Social Media to identify North American talent and propose innovative engagement opportunities.
• Monitor North American media trends to position Loro Piana at the forefront of the luxury conversation.
• Leverage Loro Piana’s heritage and strong media connections to maintain a distinctive presence in North American luxury fashion.

Profile

Skills and Abilities required:

• Proficient in Microsoft Office (Outlook, Excel, PowerPoint); inventory management experience a plus.
• Skilled in digital media relations tools for analytics and campaign management.
• Excellent written and verbal communication for compelling narratives and media interactions.
• Passion for luxury fashion and North American cultural trends, with knowledge of Loro Piana’s history and heritage.
• Collaborative team player, able to work with headquarters, marketing, and talent teams.
• Highly organized with strong attention to detail for managing PR campaigns.
• Strategic thinker with problem-solving skills to drive innovative PR strategies.
• Strong relationship-building with North American media, influencers, and industry leaders.
• Adaptable and quick to respond to media opportunities and crises.
• Deep understanding of North American luxury market to align global strategies locally.

Education and Experience

• Bachelor’s degree in Public Relations, Communications, Marketing, Fashion, or related field; master’s degree a plus.
• 10+ years of PR experience, including 5+ years in luxury fashion or lifestyle PR.
• Proven success in developing and executing PR strategies for North American markets.
• Established relationships with North American fashion editors, journalists, and influencers.
• Expertise in crisis communications to protect luxury brand reputation.
• Knowledge of paid media strategies for luxury brands.

Additional information

Compensation:

Loro Piana uses the published salary range as a guideline to provide our employees with market competitive pay while allowing for flexibility to recognize and reward various levels of expertise, performance and tenure.

While the published salary range is a good faith reflection of the targeted salary level for the position, Loro Piana reserves the right to pay outside of the published salary range of $150,000.00 to $165,000.00 USD per year

EEO Statement

We strive to create a culture of inclusion where everyone has a sense of belonging. Our goal is to ensure that our outreach and recruiting efforts generate diverse identities and perspectives that will be valued and can thrive. We are continuously assessing our employee and candidate populations to identify ways to ensure they are all-encompassing and equitable.