Dubai: Not so many companies form their business plans around the goal of lending a hand to underdogs, but that’s exactly what YUGEN PR has successfully accomplished. Having become one of Dubai’s premier public relations companies with an impressive portfolio of new and established designers, as well as solid relationships throughout the entertainment industry, the company has struck to its mission of seeking out and promoting fresh talents.
For Josh M. Yugen, the owner and founder of this wildly successful fashion boutique agency, the strategy behind catering to not only the big designer names seemed natural. “The good thing about young, up-and-coming designers is that they are still searching for a style that will define them, so they are more open to being creative and taking risks. With established designers, the quality is proven but because their style is already solidified, fewer risks are taken. Working with both ends of the spectrum really balances out what we can offer.” Josh M. Yugen said.
YUGEN PR offers a highly curated list of talents, whose work is housed in YUGEN PR’s showroom, which allows celebrity stylists to pick and choose looks for a variety of events their clients are attending. The showroom is the company’s way of promoting their designer’s work and generating buzz around unique talent they’ve hand-picked from around the world. “We consider ourselves a boutique fashion PR house and we are very selective on who we work with. Many of our designers are already very established in their respective countries and are looking to break into the Dubai and the Middle East market or even in Bollywood, Hollywood and East Asian fashion and entertainment scenes.”
One of the firm’s big designer clients is AMATO Couture who made its big Hollywood break when he dressed Katy Perry in her entire California Dreams tour in 2011, which resulted to several stylists and celebrities contacting the firm for more styling opportunities. Recently, the firm was contacted by the team of Pope Francis I to dress an Asian singer and superstar Sarah Geronimo who entertained visitors of the Papal Visit in Abu Dhabi last February 2019. Another designer client of Yugen PR is Tzarina by Ollia, a faux fur brand which outlets are open in London, Moscow, andDubai and has been successful in winning the hearts of the infamous Kardashian-Jenner clan having them worn the designer’s coat designs in most of their public appearances. Also, In November 2018, YUGEN PR claimed the top 1 worldwide trending topic on Twitter after successfully organizing the first Filipina celebrity Maymay Entrata to walk and open the runway of Arab Fashion Week. Arranged and organized by YUGEN PR, the hashtag #MaymayForAMATOAFW received more than 1 million tweets in less than 12 hours and became a sensational topic in Dubai and Arab fashion world. Recently, another new and upcoming designer brand from Dubai catchesthe heart of Miss Universe 2018 Catriona Gray as she wore a signature Curador by SKB nude colored blouse with embroidered and ruffle sleeves making her garment an instant sold out on her online store.
Newly recruited designers find themselves in excellent hands. Combined, YUGEN PR owners have between 10-15 years of experience within the entertainment industry. It’s the relationships they have formed with managers, stylists, and publicists that give them a leg up in this competitive landscape. “Relationship matter. Once we work with a celebrity, more doors are opened. Landing Beyonce, Cardi B., Kylie Jenner, Kim Kardashian, Bebe Rexha and Christina Aguilera certainly brought many celebrity stylists to our doors. That’s not to say we don’t work hard and stay persistent. That is mandatory in this business”.
The company is currently on its expansion phase and are determined to grow at its own pace. The team is comprised of people who have been with the firm since its inception, so a sense of loyalty is prevalent with a fun and lively working environment.
“The Dubai fashion scene is going through immense evolution; it is turning into one of the world’s most important destinations for fashion with its unique culture, rich heritage and a melting pot of different influences from all over the world, it’s going to be diverse and dynamic and I believe that big and upcoming fashion labels will invest more in PR styling firms as they will realize its importance to effectively and creatively execute campaigns and collaborations within the entertainment industry.” added Josh M. Yugen.
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