From brands investing in community-centered marketing to niche references and user-generated content, 2025 has seen a desire for authenticity amid AI-pervasive social media. Brand and influencer partnerships continue to be effective in gaining audience attention. Transparency in sustainability production practices has become a lavish brand value to have. What this means for 2026 could be a struggle for brands to grab your attention and then figure out how to keep it.

I asked our PR and growth experts: What were great fashion PR tactics from 2025 and which do you think will survive? What are your fashion PR trend predictions for 2026?

Here are the experts' insights.

• “Plan your buy” campaigns
• Fashion PR is becoming even more intimate
• The appetite for slower, more meaningful engagement
• A shift in favor of conversational vs curatorial
• The focus on culture and belonging
• Brands will invite audiences to help shape content
• Expect more user-generated content and niche references
• The next evolution is identity engineering

“Plan your buy” campaigns

Emily Reynolds-Bergh, Owner at R Public Relations

“Plan your buy” campaigns proved an effective and eco-approved way to share new launches and products with loyal fans before items went on sale. Not only do these types of campaigns promote less consumerism, but they also bring added value to subscribers and followers, generating additional loyalty. In 2026, I expect maximalism will continue to shine, with minimalism and “clean girl” campaigns falling by the wayside. Expect bold colors and textures, layering, and nods to the early aughts in both campaigns and product launches."

Fashion PR is becoming even more intimate

Dr Trenice Brinkley, Publicist at Two Queens Media

"If 2025 taught fashion PR anything, it’s that authenticity wins every time. Audiences are tired of over-polished campaigns and influencer fluff. The brands that really made noise this year focused on storytelling that felt human and relatable. Community-centered marketing became the secret weapon. People want to feel seen, not sold to. I loved watching brands hand the mic to real consumers through user-generated content because that kind of raw energy builds trust. Transparency around sustainability also became a badge of honor, not an afterthought.

Looking ahead to 2026, I see fashion PR becoming even more intimate. It’s less about creating hype and more about creating heart. Micro-influencers will continue to dominate because small circles create big impact. AI will still play a role, but the magic will come from blending innovation with individuality. The brands that survive will be the ones that tell stories people actually care about. The future of fashion PR is personal, intentional, and full of personality."

The appetite for slower, more meaningful engagement

Leah Miller, Marketing Strategist at Versys Media

"In 2025, the best-performing fashion PR strategies went deep into storytelling and identity-led marketing. One client in the streetwear space ran micro-campaigns tied to specific subcultures rather than just demographics. They partnered with smaller community figures, not macro influencers, and grounded the launches in local events, nostalgic references, and genuinely scrappy content. That type of campaign did much better than high-gloss productions because it actually felt personal.

User-generated content also hit its stride. But it wasn’t just about reposting someone in a mirror selfie. Successful brands incentivized more meaningful stories and product co-creation, for example, letting UGC feed into style guides, campaign visuals, or actual product tweaks.

What I do think will carry forward into 2026 is this appetite for slower, more meaningful engagement. We're going to see a lot more hybrid events and branded spaces, think pop-ups with embedded content creation booths, QR-gated perks tied to location attendance, or “unlockable” brand experiences that reward offline interaction. It’s a clever way to blend PR, brand awareness, and retention in one tactic.

Also, fashion brands that have been vague around sustainability are going to feel much more pressure. Vague slogans like “consciously designed” won’t fly. We’ll likely see PR teams forced to publish supply chain transparency more proactively, not just when asked for it, and use that openness as a point of brand narrative.

Lastly, AI-powered personalization will be in the mix, but not in a flashy way. I see it being used to tailor press drops, segment brand storytelling by user type, or customize media kits. Not as a trend, but as a behind-the-scenes efficiency that lets part of the creative team focus on higher-touch content and press engagement."

A shift in favor of conversational vs curatorial

Peter Murphy, Founder & CEO at TrackSpikes.co

"The best PR tactics of 2025 are those that strip off the polish and show people the process. Audiences responded to brands that again looked and sounded human. Campaigns built around community, stories & everyday creators were more effective than highly produced campaigns because they felt earned, not staged. There was a definite shift in favor of conversational vs curatorial. Follies cared less about filters and were more into the honesty of what the brand really stood for.

The strategies that will carry forward into 2026 are the ones that continue to foster that authenticity. Smaller, more intentional partnerships between brands & creators will take the place of the big budget influencer pushes. Consumers have become too savvy to be taken in by flash, they want honesty, consistency and proof that a company’s values endure beyond the marketing slogans. Brands that bring their audiences along in the process of design through production will remain successful because involvement creates loyalty.

Looking forward, PR in 2026 will be less searching for attention than maintaining it through trust. Transparency & substance will be the norm, not the exception. The brands that continue to be relevant will be the ones that are a part of the community and not above it."

The focus on culture and belonging

Marc Bishop, Director of Business Growth at Wytlabs

"Fashion PR in 2025 was shaped by emotional intelligence and connection. Campaigns that shared real human stories and encouraged local engagement stood out in a crowded digital space. The power of community became the new measure of influence, showing that people value relationships more than reach. As we move into 2026, this idea will grow stronger. Brands will focus on culture and belonging as the core of their stories.

Live digital storytelling and partnerships with small creators will continue to rise, supported by honest communication about production practices. Consumers have moved beyond surface appeal. They want brands that act with meaning and share their values. Success will belong to those who treat PR as a continuous conversation rather than a one-time message. Authenticity will shape how fashion connects with its audience in the future."

Brands will invite audiences to help shape content

Jason Hennessey, CEO at Hennessey Digital

"The most effective fashion PR of 2025 blended purpose with personality. Campaigns that focused on social responsibility, community voices and small-scale collaborations gained attention because they felt genuine. This approach helped people connect emotionally with brands. In 2026, PR will move toward a more interactive space. Instead of only sharing content, brands will invite audiences to help shape it.

We can expect to see more localized events, digital-first fashion communities, and honest storytelling about production and sourcing. People want brands that feel approachable and real rather than distant or idealized. The future will favor those who combine creativity with conscience. In fashion, authenticity will become more than a trend. It will define loyalty in an ever-changing world."

Expect more user-generated content and niche references

Deepak Shukla, CEO at Pearl Lemon

"In 2026, fashion PR is all about community. Brands will connect with audiences on a deeper level, but still need that human touch, AI’s great, but it can’t replace authenticity. Expect more user-generated content and niche references to really engage people.

Influencer partnerships? They’ll evolve. It’s no longer about flashy names; it’s about trust. Brands need to be pickier, partnering with those who truly resonate with their audience.

And sustainability, yeah, it’s no longer optional. If brands aren’t transparent and actually walking the talk on ethical production, they’ll fall behind. No more greenwashing.

2026 will blend old-school PR with digital innovation, AI with real connections, and sustainability with action."

The next evolution is identity engineering

Martin Lucas, CEO at Gap In The Matrix

"Fashion PR in 2025 was about proving authenticity. The brands that won didn’t talk about community — they built one, using customers as creators rather than consumers. But in 2026, authenticity alone won’t be enough. The next evolution is identity engineering, giving people tools to express who they are, not just what they buy.

We’re already seeing this in behaviour data from over 3,000 projects and 120 million tests. Emotional engagement now spikes when audiences feel their input shapes the output. That’s why micro-co-creation, transparent design processes, and owned community platforms will replace influencer endorsements as the most trusted signals.

The strongest brands in 2026 won’t be the ones chasing attention, they’ll be the ones designing belonging."

#PRontheGO