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Inside The Office

A Day In The Life: Fashion Publicist And New York Fashion Week Guru

What does a day look like in the life of a fashion publicist? Lori Riviere, owner of The Riviere Agency, takes us behind the glitz and glamour to reveal a demanding gig. 

Lori Riviere, owner of The Riviere Agency.

Running a thriving business and keeping up with her one-year-old is no juggling act for Lori Riviere, owner of The Riviere Agency. Many may think that life is all glitz and glamour in Fashion Public Relations, but the truth is it’s a 24-hour demanding gig.

Lawyer turned fashion maven, Riviere launched The Riviere Agency about 10 years ago, and it now thrives with teams and offices in NYC, Los Angeles and Miami. Riviere recently spoke with us at Lioness to recap a typical day, and boy — it made us exhausted just listening to her schedule.

7 a.m. — Wake up and check email to manage any overnight urgent messages from overseas clients before my son, Sebastian, wakes up.
7:30 a.m. — Baby gets up. Immediately start chopping strawberries and raspberries for baby’s breakfast and scramble eggs and egg whites for myself and his breakfast.
8 a.m. — Spend morning with TODAY show in the background while baby plays in living room.
9 a.m. — My nanny arrives (whew); it’s time to hop in the shower and get ready for the day.
10:15 a.m. — Arrive at office and recap with team to hear New York Fashion Week (NYFW) RSVP updates for each client, media updates for both our NYFW and retainer clients and influencer recap from our influencer team lead.
10:45 a.m. — Respond to emails before a scheduled call.
11 a.m. — Call with our NYFW celeb wrangler to get updates on celebs confirmed for shows.
11:30 a.m. — Hop on the A train to 14th street for a meeting at Soho House.
12 p.m. — Client lunch at Soho House with Hong Kong Trade Development Council to review details for their runway group show with designers Harrison Wong, Heaven Please+, Anveglosa and afterparty.
A Day In The Life: Fashion Publicist And New York Fashion Week Guru - Lioness Magazine
Riviere and team.
1:30 p.m. — Quick site visit at Tao Downtown with our lead producer Nicole to review details for Fashion Hong Kong cocktail party.
2 p.m. — Grab an UBER and head to Leanne Marshall’s atelier to take a quick look at her runway collection and discuss celebrity pulls for red carpets from our LA office.
3 p.m. — Pop in Starbucks, grab a quick black tea and respond to emails before heading back to office.
3:15 p.m. — UBER back to office to meet with producers for Dan Liu runway show.
3:30 p.m. — Quick meeting with producers for Dan Liu runway show to discuss influencer dressing and target influencers designer has his eye on to dress for NYFW with Jonathan from our team.
4:15 p.m. — Internal meeting with head of media, Lindsay to review NYFW preview stories in development and desksides booked for the next month.
4:45 p.m. — Back to my desk to review and respond to emails. I need a snack so I review while I eat an apple and I am still hungry so I dig in my desk and find a Ghirardelli dark chocolate square.
5 p.m. — Time to head to a Pilates class at my favorite, Brooklyn Heights Pilates.
6:15 p.m. — Arrive home and relieve nanny; take some snuggle time with my one year old.
6:30 p.m. — Start dinner. Pop some salmon with lemon, red pepper flakes, garlic and sea salt in the oven. Sautée onions, garlic and jalapeno in a pan and then add chicken broth to make rice. Throw some frozen broccoli in pan to cook while baby plays in the kitchen with Tupperware.
7 p.m. — Husband arrives home just as Sebastian throws a temper tantrum and relieves me so I can finish dinner. I check emails from my laptop on the kitchen island while I wait for everything to cook.
7:15 p.m. — Plate dinner and sit at table. No cell phones allowed at the table and the baby eats with us.
8 p.m. — Finish dinner and give baby a bath while husband cleans dishes from dinner.
8:15 p.m. — Hang out with baby in his room while he engages in self play while I check emails and work on invites, seating or media outreach from my laptop.
9 p.m. — Put baby to sleep, take a quick shower and then watch some trashy TV to wind down.
10 p.m. — Spend an hour finalizing work for the day and making a list of tomorrow’s to-do’s. Email my team with priorities for tomorrow and review calendar for tomorrow and prep for 11 p.m. call with team in Jakarta to discuss Vivi Zubedi runway show for NYFW.
11 p.m. — Phone call with Indonesia Fashion Gallery and Vivi Zubedi team to finalize all details and ensure all visas and customs issues are managed for arrival in New York.
11:45 p.m. — Open Simple Habit App and do five-minute meditation and go to sleep.
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