When I named my blog Madeline in Prague, it was with the intention of being a playful nod to the show Emily in Paris. Like Emily, I am navigating cultural differences and learning how to live and work abroad, collecting new perspectives with each new experience. Four weeks into my internship with Friendly Friends, a Prague-based creative agency that specializes in fashion and lifestyle PR, I have discovered an honest truth: fashion PR really can feel like the movies and TV shows that romanticize this industry.
I have discovered it is less about the dramatic, main-character breakthrough moments that give the industry its cut-throat reputation, but more about the real-life, constant demand for creativity, teamwork, and thoughtful planning.
What makes the industry so inspiring is the talent that each person on the team contributes to make a campaign or event come to life. They work extremely hard to set a vision and tone, creating a magic that, to me, is what makes the industry feel like a movie.
I gravitate toward fashion because it serves as an outlet for self-expression, and I personally love to show the world who I am through a creative curation of clothing. Our clothes tell a story, but before we give those clothes a story, brands help lay the foundation for it. Through fashion PR, brands build a reputation, cultivate a community, and create an identity that people connect with. Then, we make those pieces our own.
Suddenly, that necklace is more than just a necklace – it is the one you bought while studying abroad. A pair of boots reminds you of going to the pumpkin patch with your college roommates. Your mom’s dress becomes the one you wore for your first job interview. Fashion becomes personal because we weave our own stories into the stories brands have already begun to tell.
That intersection of storytelling, creativity, and human connection is what I am most passionate about, and it is exactly what I am eager to learn more about during my internship.
Every day, I am in awe that I get to step into the world of fashion PR and fulfill a dream I have had since I was a little girl. My routine is one that I cherish each day: I leave my apartment, grab my favorite almond croissant from a local café in my neighborhood, hop on the metro, and walk through the luxury district – looking at my reflection in the windows to make sure my outfit is on par.
I then arrive at my office, buzzing in with a “Dobrý den, this is Madeline” (I just realized that rhymes!). And then the magic happens: each day is different. One day I might be preparing for an event. The next, I’m organizing influencer data or helping brainstorm how a brand can better connect with its audience. I have learned quickly that there is no “typical” day in fashion PR, and that is exactly what I love about it.
It feels so rewarding to contribute my creativity, analytical, and organizational skills to support the agency. Some tasks have been as simple as gathering and creating event assets. I cherish my time in the showrooms, which truly do feel like the movies. The building is older and offers a charm through its crisp white walls and light brown hardwood floors. The showrooms are filled with an assortment of clothing, accessories, and shoes from different clients.
I admire the neatly hung racks: tulle and denim, leather and lace, statement colors and sleek neutrals. Heels, loafers, and sneakers. Belts and sunglasses. It is a place of curated, tasteful displays that shine light (literally – the large windows in each room offer natural light that brings a warm energy to the room) on each piece.
Knowing stylists visit to select pieces for photoshoots is surreal to me. This takes me back to the reason I love PR: it offers opportunities to build relationships not only with those across the communications industry, such as journalists and photographers, but also with those in completely different creative industries.
PR heavily depends on culture, and I have discovered that my outside perspective serves as both a challenge and another angle. I have learned that trends do not spread the same everywhere in terms of timing or length. Additionally, influencers are not identical from country to country and all offer their own curated brand.
In navigating the challenge of not being as familiar with Czech social media culture, I have realized that I need to think less like an American intern and more like a global communicator who works to first understand an audience before trying to reach them.
So, was Emily in Paris right? In some ways, yes and no.
There are no unapproved, spur-of-the-moment, “main character” ideas that save the day, but rather everyday problem-solving that creates a space of shared creativity and vision for brands. There are glamorous showrooms, influencer events, and campaigns that feel cinematic – but because of the thoughtful brainstorming and collaboration that brings them to life.
And perhaps that is why I am loving this experience so much. The real magic of fashion PR is not in the drama, but in the creatives who bring unique ideas to life every day, shaping the way brands connect with people.
Stay tuned for more of my Pre-Prague Adventures and Prague favorites!
Ahoj Friends!
Madeline in Prague 
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