“I don't believe that there are specific qualities needed to become a good PR. Rather, I believe that in whatever you do, you must put everything you have: head, heart, curiosity, and desire."
Words by Giuseppe Iaciofano. Portraits by Toni Thorimbert.
As a senior publicist at KCD, Giulia Prato ensures her clients are always at the forefront of the media. While there are numerous ways to achieve this, her key skill lies in understanding and implementing tailored strategies for each brand, product, program or news story she handles. Fashion Week is a critical period during which KCD manages all fashion shows, handling PR and logistical responsibilities. “It makes me proud to know my compatriots [have shaped] fashion,” she says. “[Moving forward] I will be [part of] the future [effort] to continue to [empower] Gen Z because experience is not always directly proportional to age.”
Originally from Lecce in the south of Puglia, a place with a strong Salento Baroque style and traditional values, Prato’s heritage continues to influence her work despite leaving her home 11 years ago. After embracing the challenges of living in a big city, she chose to make it her reality and dedicated herself to pursuing her dreams – a source of pride for her fellow Italians.
‘Whoever finds a friend finds a treasure,’ is an Italian proverb that Prato often reflects on, especially when considering how fortunate she has been to have friends in the same field who have given her excellent advice, especially at the beginning of her career. Her first step into the world of fashion was a year at Central Saint Martins, during which she realized that her dream job was in PR. In 2018, she landed her first full-time job at KCD as a PR assistant, and for the past five years, she has worked as a senior publicist. In the spring of 2024, Prato collaborated with former Creative Director Sarah Burton for her final Alexander McQueen show.
Prato’s love for fashion began at an early age, influenced by her mother, a lover of clothes, who brought a passion for beautiful style into their home and set an example that fashion is not just confined to the media but can be adopted personally. As a child, Prato faced personal challenges that required her to spend time in a wheelchair. During those periods, she reminded herself to never give up by leafing through magazines, watching fashion shows and maintaining her curiosity about what happens behind the curtain of a fashion house. She expressed, “The most beautiful thing about my profession is thinking that fashion makes you discover a world of curiosity and makes you face new challenges if you believe in it first.”
Looking ahead, Prato explains, “my aspiration for the future is to always do better.”
This unwavering self-confidence in her abilities has enabled her to consistently achieve her goals. After so many years, Giulia Prato feels fortunate to work in this field, never forgetting that little girl who pored over magazines at home, watched fashion shows and dreamed that it could one day become a reality.
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