Where Should Emerging Designers Aim To Allocate? A Discussion With Alpha of PR.Futurs

Where to be promoted as an aspiring designer? Is a nuanced and difficult question to answer. In the modern landscape of fashion dominated by conglomerates and oversaturated with competition, one could argue it is harder than ever to stand out and get the opportunity to be recognized. This discussion aims to shine a light on the PR Futurs project dedicated to allowing emerging brands to be presented in Paris. The following conversation with Alpha Cisse explores themes of promotion in the fashion industry, uplifting underrepresented designers, and how the PR Futurs project came about. PR Futurs is a PR, Production and Communication agency.

@pr.futurs is an opportunity for new designers to be shown to the world, to be recognized, and to expand. How did the idea of establishing such a project come to your mind?

The idea was born after some time of working in styling. In that filed I happened to come across many designers, that I then realized need a platform. It is also important to note that we have @pr.futurs and we have @nvws.gallery, which is the physical location where the clothes are shown. The gallery is run by me(@vlphvcisse), Alex (@youthofparis), and Sebastian (@sebastian4tro). Sebastian owns the gallery, whereas I run @pr.futurs. The goal in mind is to pull brands from all over the world. Then by collaborating and expanding on this idea, it grew and hopefully will continue doing so.

So the brands you present here are not strictly European, correct?

Correct, the first brand I worked with when we had the concept laid out was @jaestud1os from China. We connected on Instagram when the brand had just launched and from there on we began working together. My goal is to give an opportunity and a platform to designers who are at the start of their journey but aren't necessarily accepted in other commercial spaces and lack representation. It is special as people grow tired of seeing the same thing everywhere.

Most multibrand stores carry the same brands everywhere and rarely take on risk by stocking not fully established brands, that perhaps do not have enough followers or those that don't fit a traditional standard. A space such as your gallery is essential to enjoyers of fashion and culture as it fosters community, could elaborate in more detail on how you managed to pull this together?

I'm a stylist and so is Sebastian. I happened to meet Sebastian in a studio in Paris, where he shoots. There when I introduced myself I mentioned that I have an agency for upcoming brands and he had told me he had a gallery, which was perfect as I was looking for a space. Then I came down to check out the gallery and everything cliqued. We already had some connections in the industry so many stylists would come by to check out the clothes we had hung up, that's how we started. We started lending out some pieces, then they started getting placements in publications, which allowed us to propel foreign and local brands here in Paris.

Most foreign brands desire to be shown here, as Paris is a spotlight for fashion. Brands want to come down here for fashion week, have an event, or otherwise be exposed to the world of fashion. I saw that there was demand and a great number of talented designers deserving to be shown, so that's when I started contemplating bringing this idea to life. In no way are we limited by a single style or category as we work with a multitude of different stylists and brands, giving us range all across the field. That also allows us to give an opportunity to virtually anyone.

The selection you got is truly diverse. Some things don't look like they go together, but in this space, they are in cohesion, it makes sense.

As I traveled a lot throughout my life, I got to experience different cultures, different ways of dressing, and different designers. Those experiences broadened my outlook on clothes, allowing me to not confine myself and my work by boundaries of styles. Therefore I can strongly value and appreciate brands from my own country- The Ivory Coast and the rest of the African continent. Developing fashion in Africa is an ultimate goal of mine. Popularizing African designers, styling African artists, and further elevating those talents to international recognition is what I strive to achieve.

Do you have a specific approach for choosing which brands to work with? Do you scout talents? Do brands reach out to you?

At first, I did all of the scouting myself, but as time passed brands started reaching out to me on their own. I already had a network of brands I've worked with previously, additionally, a few friends of mine are brand owners, so I asked around but obviously with time the selection grew. I'd say connecting people is one of my biggest strengths which is a key in the work I do.

What was your first big success?

My first major success was styling a famous French rapper named Kaaris in clothes from emerging designers for his concert in Bercy dedicated to the 10-year anniversary of his album Or Noir. It's an album that revolutionized French rap. It's the first raw trap album, it's iconic still today. Another major placement we got is a feature on the cover of Sorbet magazine with Winnie Harlow wearing two designers we represent @sonya2c and @dohrek_. Such success brings motivation to push further.

How do you see this project evolving in the future?

In the near future, I want to advance from just doing placements for brands on artists and magazines to the production of shootings and campaigns. That would allow me to not only further myself but offer more to the brands we work with by expanding the platform we already have. With having control of production proccess we could elevate the scale at which we operate. In many ways that would make the overall proccess much simplier.

Lastly, what was an obstacle that you faced when developing this project?

I can't really outline one singular obstacle but what I can say is that in this business you must be able to handle rejection. You have to be very persistent and even hard at times to get what you want. Certainly do not give up but know your self worth. Learn to say no and learn to be patient.