Inside Prerana Srikantappa’s rise in global fashion communications

From childhood moments of playing dress-up to establishing herself as a leading fashion public relations executive, Prerana’s journey reflects a drive to create meaningful change. Through each campaign and carefully curated look, she reshapes how luxury is perceived and experienced in today’s cultural landscape. Prerana Srikantappa is part of this new generation of fashion public relations executives and stylists redefining how luxury brands connect with global audiences.

With a background in engineering, Srikantappa took an unconventional path into fashion, building her career from the ground up through hands-on experience in styling and public relations. Today, she operates at the intersection of creative direction and strategic communications, crafting narratives that extend far beyond a single campaign or season.

Her recent work in the Middle East highlights her role in positioning international luxury brands within one of the fastest-growing fashion markets in the world. At Dubai Fashion Week 2024, she led the Middle East PR and communications strategy for Roberto Cavalli as the official Guest Brand, overseeing media relations, celebrity placements, and high-profile interviews that contributed to the brand’s regional visibility. She further expanded her impact by spearheading Paolo Sebastian’s first-ever showcase in the Middle East at Dubai Fashion Week 2025, securing widespread editorial coverage and curating guest engagement across key industry figures.

Beyond fashion week platforms, Srikantappa’s portfolio spans high-impact celebrity styling moments. She styled Alaavia Jaffrey for the Ambani wedding celebrations in 2024, one of the most globally followed luxury events in recent years, bringing a refined, contemporary lens to occasion dressing within a culturally significant setting.

Her work reflects a dual practice: one rooted in visual storytelling through styling, and the other in long-term brand building through public relations. This combination allows her to shape both how a brand looks and how it is understood, an increasingly critical advantage in today’s competitive luxury landscape.

Srikantappa’s expertise lies in translating global brand identities for regional markets, particularly across the Middle East and South Asia. By aligning messaging, talent, and media strategy with cultural context, she ensures that brands resonate authentically while maintaining their core identity.

As the UAE continues to establish itself as a global hub for fashion and luxury, professionals like Prerana Srikantappa represent the evolving role of public relations, where influence is built not just through visibility, but through strategic, culturally intelligent storytelling.

With a growing portfolio that spans international fashion weeks, celebrity styling, and cross-market brand strategy, she is part of a new wave of industry leaders shaping how fashion is communicated, experienced, and remembered on a global scale.