Karla Otto news and archive

New rules of influence: key takeaways for fashion from Milan Design Week 2026

Milan Design Week concluded at the end of April, giving experts time to analyse the impact of this pivotal edition. According to a recent report by PR agency Karla Otto, the experiential strategies of fashion houses have clearly shifted. The focus is no longer on installations designed solely for fleeting buzz, but on valuing the creative...

Featured

Fashion

The impact of parasocial relationships on fashion in 2025

In 2025, the fashion industry became more personal. Runway presentations were made more accessible through livestream parties and backstage films. Celebrities appeared more approachable, and brands increasingly established themselves as part of digital pop culture. What social media had initiated years ago—making fashion more tangible and...

Fashion

Zalando and Karla Otto named new patrons of ANDAM 2026 awards

The ANDAM 2026 awards welcome two new financial partners: online retailer Zalando and German communications agency Karla Otto. This is a first for the Zalando platform. In addition to its financial support, it will assist designers with digital marketing and distribution. “We are delighted to enter into this partnership with ANDAM and look...

Featured

Fashion

Under new direction: SS26 sets new standards on social media

The true success of a designer's debut can often only be measured in the third season, once the first collection has arrived in boutiques. However, subtle signs can be detected beforehand, indicating whether a fashion house has captured the zeitgeist with its choice of a new creative director. Rarely has the anticipation been as high as it was...

Featured

Fashion

AW25 on social media: Are unfamiliar faces the future of fashion week?

The much-lamented downturn and shifting landscape of luxury spending have sent ripples through the fashion industry. This disruption is reflected not only in financial results and changes in creative leadership but has also transformed brands' approaches to fashion week and its strategic utilisation. In contrast to the financial challenges...

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Business

The great luxury reset: challenges and opportunities for luxury brands

The Independents Group, a collective of communications agencies, together with brand building agency Karla Otto has published a white paper that looks at the shifting drivers behind the luxury market. While historically, luxury items have served as markers of status and shaping consumers' identity, today consumers are seeking out brands that...

Featured

Fashion

SS25 on social media: Is less really more?

Amidst the economic turbulence of the luxury sector, it was not the seemingly endless creative director changes or Alessandro Michele’s Valentino debut that drove SS25. Instead, brands and their marketing departments were faced with the challenge of either becoming creative with fewer resources or questioning established rules. Alongside these...

Featured

Fashion

AW24 in social media: Between fashion fatigue, K-pop dominance and ‘tradition’

When the autumn/winter season for women begins following men's fashion week and couture, there is often a certain fashion fatigue in the air. Social media has already been inundated with a flood of content for weeks, so the question arises as to what a brand can do to stand out from the crowd. Last year, the key to this was concentrated star...

BusinessPress Release

Karla Otto Digital Showcase: Please join us on Instagram Thursday 16 April

On behalf of the Karla Otto family, we sincerely hope you and your loved ones are well and managing to stay positive. It will come as no surprise that for this season, we have reimagined the way in which we will showcase the work of clients. For Autumn/ Winter 2020, we will launch a digital showcase via Instagram — at the handle...