Sophia Greene On Building Fashion’s Boldest Names And Her Next Chapter

The landscape of the inner workings of the fashion industry has experienced a significant shift over the past few years, with brands increasingly turning to boutique advisory agencies instead of traditional, big-name communication firms — a change that has only intensified in the wake of the pandemic.

“The pandemic was a catalyst; it pushed brands to rethink their growth strategies and budgets,” says Sophia Greene. Founder of 5th House PR and having helped launch some of fashion’s boldest names, Greene says the need for a more personalized and hands-on approach became paramount as companies sought to adapt quickly to the shifting cultural moment.

“We need to respond and evolve with the world around us, especially given our services are targeted and bult around the diverse community of industry experts — let them be key press or digital influencers.”

Navigated this transformative landscape for over a decade, Greene is not fazed by the changes that took place in the industry in recent years — leveraging her expertise and agility to help brands go viral and achieve global recognition has been what she’s known for since the early days of her career.

“It’s about setting trends that resonate, and storytelling remains at the heart of everything we do.” Greene says, noting that staying in tune with the cultural moment is essential.

The focus of her agency 5th House is on being a true extension of the brands they represent — in a variety of creative ways. Charlotte Simone, one of the best known brands in the UK, was only at the start of their journey when Greene took them on. “We began by crafting a focused, hero-driven strategy to establish brand awareness,” she shares. One standout moment was collaborating with Kyle De Volle — Rita Ora’s stylist — together with Ora starring in the campaigne, which propelled Charlotte Simone, both as a brand and as an independent designer, into a new stratosphere.

But a tried and tested strategy is not a one-size-fits-all. For the relaunch of Fiorucci, one of Milan’s original brands with distinctive Italian style, Greene cultivated something on a more expansive scale. “The goal was to tap into the emotional nostalgia,” she recalls, “that resonates with multiple generations.” The response was “overwhelming,” says Greene. And with the backing from the likes of Beyoncé and Hailey Bieber, “it quickly became a cultural touchpoint.”

But it isn’t just about high-profile names, Greene points out. It’s about creating meaningful moments. She refers to the Baobab fashion show in Madagascar, for instance, where the scenery was as breathtaking as the designs. “The founder, Isabella, is truly a visionary who constantly pushes boundaries with her approach to content and storytelling.”

The rise of social media has undoubtedly changed the game for brands, and for Greene, it’s key to navigate the new normal. “At the core of our strategy is digital media presence — it’s essential for brand’s success today and can’t be overlooked,” Greene says, emphasizing the importance of striking a balance between digital outreach and cultivating genuine, offline connections. “Especially in beauty and wellness, personal connections and real-world experiences are vital to building lasting brand loyalty.”

One of Greene’s clients and UK’s fastest growing skincare brand, NATURIUM had an estimated media mention of over 1,000 in 2023 alone, with the total press reach in 2023 estimated at 1.2million. NATURIUM was subsequently acquired in the same year by beauty giant e.l.f. for a handsome $355 million. So what made NATURIUM a selling-out success on multiple product launch days, and what makes a brand successful in general?

“Three key things: authenticity, a deep understanding of your consumer, and a clear vision that aligns both with your product and your business goals,” the founder asserts, pointing out without hesitation that, thanks to the over-availability in information online, customers have never been more savvy — they want brands that truly reflect their values, and faking a front can be called out in a catastrophic way (think Lululemon’s very public PR disaster involving discrimination). “Success lies in striking that perfect balance between staying true to your brand DNA and being open to evolution.”

Sounds simple enough, right? In reality, it takes strategic planning and creative implementation, all built on a foundation of deep understanding of the interaction between an ever-changing industry with hard-to-impress consumers whose behaviors are becoming increasingly hard to predict. But Greene has her eyes set on new horizons, and envisions an exciting future for the fashion and beauty industries.

“While it’s easier than ever to access information and contacts, the real value lies in crafting compelling stories and forming authentic connections,” she says. “Agencies that excel will be those that combine traditional PR expertise with digital innovation. Always stay true to each brand’s unique story.”

For her next chapter, Greene wants you to watch this space. “We’re excited to explore new territories and deepen our commitment to sustainability,” she shares, careful on not giving too much away. “It’s crucial for both us and the brands we work with.”