Charlotte Loasby is Global PR Coordinator at TOPSHOP TOPMAN.  She studied BA (Hons) Fashion specialising in Branding and Communication at Leeds Arts University completing her degree in 2017. 

We caught up with Charlotte to find out about her experience of working in fashion PR and her studies at Leeds Arts University.

What does a typical day look like?

I have been working for Topshop Topman for just under two years, starting out as an assistant in the team covering the UK market, however I’m now Global PR Coordinator working across all key global markets. My responsibilities include servicing media enquiries, proactively launching global campaigns through events and sell-ins and ensuring that the reputation of the brands are maintained. There isn’t really a typical day but I’m often out and about meeting journalists and stylists, writing press releases and organising launch events, plus ensuring the press office is running smoothly behind the scenes.

Image: Left to right, Evening Standard, 2019 and Grazia Magazine, 2019.

Was Fashion PR an area that you always wanted to work in and how was the experience of getting into the industry?

I wasn’t too sure what I wanted to do specifically, but I knew I wanted to either pursue the PR/Marketing route or the Art Direction route. After a lot of research and work experience I decided that PR was for me. Whilst working in-store at GAP I managed to secure two weeks of experience with the PR team in their London office, in addition to a three-month internship at a boutique childrenswear company (also in London) between the summer of my second and third year. I was lucky to land my first job as PR sample co-ordinator at Ted Baker's head office straight out of university. I’d originally applied for Ted Baker's 'Ted’s Extras' Scheme - a year of rotating around the business in departments such as Buying, Finance and Merchandising - however my application was unsuccessful and I was offered the PR job instead. Swings and roundabouts!

What did you enjoy about your time at Leeds Arts University and how did the course help you professionally?

Over my time at Leeds Arts University I learnt so much about the fashion industry, I gained a real insight into many different career paths and what was necessary to get to each one. I enjoyed being able to tailor my modules to topics that were of interest to me, and having really great tutors on hand, the majority of whom were ex-industry professionals. They all had such a genuine interest in the subject and wanted to challenge us creatively. Looking back, I always felt inspired and encouraged to produce really great work. Aside from the teaching, I enjoyed being around peers that had similar interests to me and being able to collaborate with students on other courses.

Image (and Header image): Metro, 2020.

Do you have any tips or advice for current students or recent graduates wanting to work in your field?

My advice is get as much work experience as possible and make the most of the Uni’s amazing facilities whilst you have access to them. I also wish I’d collaborated with other students on more projects, I’d recommend reaching out to as many other students as you can and get conversations started. When it comes to work experience, don’t always assume you have to work for free - there’s lots of paid opportunities out there these days and you’ll secure them if your CV and portfolio stand out. Put lots of time into both!

Finally, are there any future ambitions or projects in the pipeline you can tell us about?

My other passion is music, so I’d love to work in the music industry one day. Fashion and music work so hand in hand, and I’d say my skill set is very transferable, so I’m excited at the prospect!

Charlotte studied BA (Hons) Fashion specialising in the communications pathway. The degree course is now BA (Hons) Fashion Branding with Communication.