ALESSANDRA DE TOMASO, HER VISION FOR PR 2.0

We sat down with Alessandra de Tomaso - celebrity and fashion PR based in London - to discuss what it means tonavigate today’s ever-evolving fashion industry.

From breaking stereotypes as a woman in business to redefining creativity in PR, Alessandra shared her journey, her challenges, and her thoughts on what it truly takes to build an authentic career in the fashion system, and expressing herself.

A former fashion design student turned visionary entrepreneur, de Tomaso embodies a rare blend of intuition, aestheticsensitivity, and boldness - traits that helped her not only survive but thrive through the turbulence of the fashionlandscape.

- Where are you from? Where did you study?

“I’m half Italian and half Argentinian, born in Modena. I spent most of my adult life in Milan before moving to London sixyears ago,” Alessandra begins.

She originally studied fashion design at Istituto Marangoni in Milan, where she began her career as a designer.

“When I decided to move into PR and marketing, I felt that was where the real creativity now lies — where brands cantruly make a difference. But in Italy, I found all the doors closed. I didn’t have the academic background required for PRroles. That’s when I decided to rewrite my story and move to London, where my PR career began.

“At first, it wasn’t easy. I struggled with impostor syndrome, constantly questioning my place in an industry I hadn’tformally studied for. But that insecurity soon turned into strength - it allowed me to look at things with fresh eyes andapproach every challenge with a creative, outsider’s mindset. Because I didn’t follow a traditional path, I wasn’t trappedby pre-made strategies. And that, I believe, is where true innovation begins.”

- When did you open your agency?

“I opened my agency just a few weeks before the pandemic - and had to stop everything abruptly. It was a toughmoment, but that frustration became fuel. It pushed me to build something meaningful, to prove myself in a competitiveand saturated landscape.”

Today, her agency, ADT|PR, is celebrating its fourth anniversary, a milestone that marks not just survival but growth.In the past few years, Alessandra and her team have collaborated with global icons such as Cardi B, Jenna Ortega,Dove Cameron, Adriana Lima, Demi Lovato, Rihanna, and JLo, among others. “It was, and actually is, quite arollercoaster of a journey, and honestly it feels like a decade almost”.

- We know you’re a PR, but how would you describe yourself?

“My job title is Celebrity PR, but I’d define myself as a creative. I see myself as a sort of chimera - part PR, part creative, part character,” she says. “Today, many professionals excel in their field while also bringing a strong personalvoice and aesthetic into their work. I like to think I do the same. A PR without vision is just a glorified executor, and one ofmy goals is to bring creative thinking and human connection into every project.”

It’s precisely for this reason that Alessandra has never fit the stereotype of the invisible worker behind the desk. “I have aflamboyant personality and bold ideas. I believe that meaningful conversations and genuine human understanding arewhat truly unlock the potential of any collaboration.”

- Personal Style

“I would define my style as audacious, irreverent, and gothic - glamorously punk,” Alessandra says. “Some of the keyreferences that have influenced my aesthetic are John Galliano, Carine Roitfeld, and Tim Burton.”

Her personal style, she explains, is more than just fashion - it’s a form of self-expression and empowerment.

“For a longtime, I felt that women had to hide behind masculine clothes to be taken seriously. That’s exactly what I did for years.Today, embracing a provocative and unique style is my way of celebrating femininity and, in fact, amplifying it. Themessage is simple: you can be a strong leader while wearing shorts, opera gloves, and a full glam.”

- How does your personality reflect in your agency?

“Of course, we always follow the client’s brief,” Alessandra notes, “but it’s no coincidence that we often collaborate withtalents who have a bold, distinctive, sometimes gothic aesthetic - celebrities like Jenna Ortega, for instance. I wouldlove to work with Cynthia Erivo next: powerful, magnetic, and unapologetically herself - the Wicked Witch of the West!.”

- Reflecting on creativity, what are some cultural moments that inspired you recently?

“The Charli XCX 360° video was genius,” she says. “I truly admire how Charli curated a selection of reigning internet cool girls - from Chloë Sevigny and Julia Fox to Gabriette and Rachel Sennott. Instead of relying on a single big celebritythat could have overshadowed her, she created a mosaic of personalities with a shared ‘rock-brat’ energy. It feltauthentic, fresh, and culturally relevant - a smart, cultural viral moment built on intuition rather than strategy. Well done!”

Another defining inspiration for Alessandra was John Galliano’s ‘Broken Dolls’ show for Maison Margiela. “That wasfashion as high art,” she reflects. “It transcended commerce and became a profound commentary on psychology, identity, and the human condition. In an era dominated by fast fashion and formulaic marketing, Galliano told a story of self-reflection - of deconstruction and reconstruction. The dolls weren’t just broken, they were lovingly mended. It was ametaphor for his own journey - from public fall from grace to redemption through creativity and vulnerability at Maison Margiela. The message resonated universally: we’ve all been broken, mended, and forever changed. I think this is theperfect example of how the human touch was far more powerful than a multi-million-dollar campaign.”

- How would you describe the ADT|PR Approach?

Unlike traditional agencies, ADT|PR runs on a unique, results-oriented model. “The last thing I want is to become one of those dusty showrooms piling up clothes and clients that eventually feel unseen”, Alessandra explains.

The fashion landscape has quickly changed and big PR offices didn’t evolve at the same pace, this why we specialise in unique services that amplify the awareness of the brand: product placements and partnerships only: we connect the brands with the right talents and create projects around that, such as celebrity product placements, talent scouting, digital activations, budget allocation consultancy, strategy and campaigns, collaborations and partnerships.

“We don’t do traditional press. This allows us to collaborate with other PR offices rather than compete. We focus exclusively on product placements and partnerships, connecting brands with the right talents to amplify their awareness.”

Out motto is “hope is not a strategy,” Alessandra continues. “We don’t charge retainers without guarantees - everyproject is carefully planned and billed based on clear objectives. Our approach is about managing results and budgets,not relying on vague expectations. That way, both our clients and the talents we work with know exactly what we’reaiming for and can trust the process from start to finish.”

- How do you adapt toa Changing Luxury Landscape?

“The downfall of the old titans - the traditional luxury brands - has started”, Alessandra observes. “Some brandsbecame way too expensive, too distant from consumers’ perception, leaving room for new, more accessible brands.

These emerging players are rapidly adopting the marketing strategies of the big houses: mingling with celebrities, appearing at relevant events and refreshing their collections with bold makeovers and cool collaborations - all at more reasonable price points.”

“At ADT|PR, we focus on partnering with these brands in a meaningful way. We don’t just execute projects according tobriefs: we consult, guide, and suggest creative strategies that help them navigate this evolving landscape while staying true to their identity.”

- "What are the main challenges you face daily?"

“Often, clients come to us without a clear idea of what they want to achieve”, Alessandra explains. “They’re fascinated bythe world of celebrities and social media but don’t always understand how it truly works - and to be fair, Celebrity PRisn’t something that’s taught in schools. So, one of the biggest challenges is educating the client: helping the understand what’s possible and what isn’t, the real costs behind a project, the correct timeline, and what is the realisticoutcome they an expect from that.”

At ADT|PR, part of our job is to guide them through that process - to show that great results require not only strategyand resources, but also courage. Sometimes, the boldest moves are the ones that make the biggest impact.”

- Conclusion

“At every step of my career, I’ve learned that vision, creativity, and genuine human connection are what truly make thedifference,” Alessandra says. In an industry where the market is continuously shifting, her approach goes far beyondsimply executing projects. "It’s about understanding people, guiding brands strategically, and daring to do thingsdifferently, thinking out of the box - breaking boundaries and doing what others think is impossible.”

ADT|PR is veryagile in adapting to the market’s rapid changes."This is what drives me every day: helping brands and talents find theirauthentic voice, and making sure every collaboration leaves a meaningful mark.”

- Where can our readers find you?

You can reach Alessandra and her team at info@alessandra-detomaso.com, discover more on her website www.alessandra-detomaso.com, and follow her on Instagram at @alessandradetomaso & @alessandradetomasopr.