Roxanne Navaï

Thank you! It was such a pleasure to be part of such a meaningful conversation and event. It’s always a privilege to be invited to discuss the nuances of what I do at RX STUDIO, especially amongst such amazing creatives and entrepreneurs curated by METAL; ones who I really look up to. I loved working with the METAL team, and once we got into the discussion, it all felt incredibly natural. It’s rare to have this kind of platform as a PR specialist (we tend to be way more behind-the-scenes), so it was really special and enjoyable to be able to share my insights on the industry and on the profession as a whole.

One of the key takeaways of this conversation for me is that PR is, at its core, about trust and longevity. It’s not just about the fast-paced nature and excitement of the fashion industry — but it’s truly about taking the time to understand a brand’s DNA and being able to build a narrative that evolves along with the brand. We discussed how authentic relationships and a deep understanding of local and global communities are what create lasting connections. It’s really about pairing the right brands with the right community and nurturing this from the ground up.

I was so lucky to have close friends, colleagues, collaborators, and even our clients there — like one of my favourite rising stars, Los Angeles-based emerging designer Braden Myus. Having a strong support system is everything, and it made the experience even more special to me.

I think the idea of building something of my own was always there, even if I didn’t realise it at first. I grew up watching my mother build up her own creative businesses from the ground up as a single mother who immigrated from Iran to Canada, so I guess you could say I grew up surrounded by her entrepreneurial spirit and drive. It’s always been ingrained in me, in a sense. That said, RX STUDIO was born as a response to what I felt was missing in the industry: a boutique agency that truly champions emerging talent with the same level of strategy and execution as traditional agencies with their established brands. Even though I always saw myself eventually becoming an entrepreneur, I think all of my experiences kind of came together first to finally lead me to it in 2020.

It was actually kind of exhilarating and exciting. I think everyone felt a sense of uncertainty during the pandemic, but it also created an incredible opportunity to build something new from a fresh perspective. I had so much time and love to pour into the creation of RX STUDIO while everything else kind of stood still. I remember there was a period when we basically couldn’t leave the house or see friends at all. There was essentially nothing else to do, in a way. Meanwhile, the industry was being forced to evolve, and that meant there was space for new voices and new ways of working. Rather than seeing it as a risk (which, in hindsight, it was), I saw it as the perfect moment to start something that aligned with the industry’s shift. I was also so lucky to have so many creatives, designers, stylists, and more who supported me so much as I shifted from my role at Karla Otto into starting my own agency. My community is really what made this possible for me. And it’s crazy to think that we’re coming up on our five-year anniversary soon!

Absolutely. As an entrepreneur, the highs are so much higher, but that also means the lows are lower. I find myself being the CEO, the HR department, the legal department, the finance department, the IT department, the new business department, and the client success department, all in one. You really carry everything on your shoulders, and sometimes the to-do list feels neverending, but there’s also an unmatched sense of fulfilment when you see your work making an impact, not only for your own agency but also for your clients. I think luckily, I really put myself through so many life changes and different experiences before I started RX STUDIO, which in a way made me more of a risk-taker and more open to new challenges. I moved to so many different countries and built so many different networks from scratch, which really prepared me to do this. The ability to shape an agency on my own terms — one that prioritises an unconventional approach, true creativity, and real, meaningful connections — has been worth every challenge.

Our first client is really special to me, and he’s now a dear friend. He’s a Toronto-based emerging designer called Tyrell Harriot, and his brand, Tyrellbrand, really helped set the tone for what RX STUDIO would become. We focused on high-impact storytelling and press and amazing VIP placements such as the Kardashians and Sita Abellán, as well as features in the likes of Vogue, which created a big impact on the brand’s early-stage status. His brand became such a success, stocked by SSENSE and even purchased privately by some of Hollywood’s big names, and I’m still in awe at his amazing designs and craftsmanship. That approach has since defined how we work with all our clients, whether they’re emerging or more established names. I’m really grateful to Tyrell for being the first to trust me when I went out on my own.

We are still a small (but mighty!) team of four PR specialists based between Paris, New York, and Toronto, and creating opportunities for women in the space has always been very close to my heart. I hand-select each of our team members very carefully, and they each bring their own identity and unique skill set to the agency — some focus on strategy and partnerships, others on community and talent, others on production and events, etc. We work collaboratively, ensuring that each client has a tailored approach rather than a one-size-fits-all strategy. I’m so lucky to have an amazing team who I’m privileged to not only call collaborators but also friends. It feels so special that we not only do amazing work and curate amazing events, but we also have fun while doing it.

Hectic is definitely the way to describe it. Fashion week is a whirlwind of meetings, shows, and events, and on top of all that — we still coordinate ongoing opportunities and special projects for all of our clients. Even though it’s fashion week, it’s also business as usual. At RX, we thrive on the adrenaline of it all; it’s when so many of our long-term strategies come to life in real time, and it’s so rewarding to see. It’s also really special for our team, as we’re across different cities, and fashion weeks (Paris, London and New York) are always a guaranteed moment for us to all be together, which creates a really exciting and collaborative environment for us.
The day of the METAL x Premiere Classe talk was probably one of the busiest days we’ve had so far. We started with a 9am call time at the Vagabond Shoemakers showroom, hosting press appointments all day. I then dipped out around 1pm to head to Premiere Classe for the talk, while my team stayed at Vagabond to transform the showroom space into the dinner space. Right after the talk, I headed straight back to the Vagabond venue to help with the final touches before the dinner at 8pm. I also gave a brief thank-you speech at the dinner for our community. I literally didn’t even change all day — I just took some moments to freshen up between events. We cleaned up the venue post-dinner until 1am, at which point we went for an impromptu RX team bowling session until about 3am. I don’t know how we did it, but it was honestly one of the most amazing PFW days yet, and we ended it on such a high note. It’s moments like these where I’m really so grateful for the energy my team gives me.

Each of our brands has its own DNA, so we start by deep-diving into their vision and their long-term strategic goals. Some share common elements — such as strong storytelling, precise positioning, and strategic partnerships — but our execution is always customised per client. Many of our brands have common market goals, though. For example, over the past year, we have seen many of them gravitating towards the American and French markets as a focus, so that’s where we execute our largest-scale projects at the moment. In the last year, we’ve hosted two NYFW runway shows, two New York dinners, three New York parties, three PFW presentations, one PFW party, four Paris dinners, three Paris showrooms, and we already have many more in the books. And that’s if we’re just talking about New York and Paris. But the global landscape is also ever-evolving, so it’s exciting to see the fast-paced changes and to adapt our client strategies as the industry develops. And I’m so honoured to have grown to a place where we can represent brands like CHIMI and Vagabond across markets.

We offer four key pillars of work: creative + strategic consulting, press relations (media + publications), talent relations (VIP + influence), and event production. We’re essentially a hybrid between a PR firm, an events agency, and a brand consultancy. Based on the feedback we’ve received over the last few years, I’d say we’re probably most well known for our strong VIP relationships and placements, as well as the events we’ve produced across Paris, London, New York, Los Angeles, Toronto and Berlin.

Prospective brands can reach out to us over DM via our Instagram, or over email (at [email protected]). We love hearing from new and emerging brands — it’s one of the most exciting parts of the job. While we are definitely selective with our client roster at RX, I always make a point to make the industry feel a bit more inclusive by getting back to every brand that gets in touch with us. I really believe in paying it forward as much as I can in an industry that can often feel daunting or unapproachable. Our first meetings with brands are always about understanding their goals, their upcoming brand drops and collections, and seeing if our visions align, before delivering a tailored PR Scope of Work for the brand.

It’s funny that you ask. I’m kind of constantly somewhere, or everywhere. A lot of people still have no idea where I live, which is hilarious—but I totally get it. It’s a constant conversation I have. To set the record straight, I’m primarily Paris-based, but I’m so frequently in New York and Toronto these days (with pitstops in Milan and London) that it’s hard to keep track. I also feel that, in what we do as a small global agency, travel is essential to the job and to staying connected across different markets in this industry.

Yes, and we actually won it again this year in 2025! Both were huge moments for us — it really validated that our work was being seen and appreciated on a larger scale. It’s really challenging to break in as a small and emerging agency in a sea of traditional businesses. Especially when PR is so behind-the-scenes and can sometimes even be a thankless job. So every moment of recognition for the work we do means a lot to us and gives us the motivation to continue to do even better work as we grow.

Launching RX STUDIO in April 2020 (can’t believe it’s coming up on five years!), being honoured by the PR Net’s Next Gen Award two years in a row in 2024 and 2025, and producing our first three runway shows as RX at London and New York Fashion Weeks for MYUS, Eastwood Danso and Tyler McGillivary. Each represented a huge milestone in our professional growth. Producing runway shows was extremely special because it’s such a huge project that we pour so much attention and love into — seeing a runway show come together with all of its many moving parts is really an amazing experience. Each one culminated in an incredible show with so much great press, and that feeling of seeing the result of all of our hard work is really unmatched. I’m also forever thankful to these brands for trusting us with their own brand milestone, and it’s been such a privilege to be by these brands’ sides since.

Scaling the business while maintaining our boutique approach. Growth is exciting, but we want to stay true to our values. To us, it’s about growing meaningfully and consciously and continuing to carefully select brands that match our ethos. I hope that in this way, we can perpetuate more mindful and conscious consumption and production in the fashion industry by exercising “slow fashion” in our own way. I’m truly learning something new every day while I build RX, and I’m grateful for the journey.

Of course! I think I’ll always have dreams to fulfill. I’d love to become a leading global PR agency with a strong physical presence and multiple permanent offices/showrooms where we can really showcase our brands on the ground. It’s also important to me to continue to build my amazing team of next-generation talent — there are so many amazing individuals out there within my network who I’d love to hire and work with once I get a chance. (I keep an iPhone note of names!) And of course, to continue to consciously build our roster of amazing and cutting-edge brands; ones that will really become part of the RX family. I’m so excited for these growth moments and milestones and to experience them as they come.

I’d love to see less of a focus on fleeting micro-trends and more on building long-term brand equity in a conscious way. I hope we can continue to create opportunities for emerging talent and creative design over buzzworthy noise in an era that’s so focused on “going viral”. We’re surrounded by some incredible brands and designers; it’s just about creating the space for them and shedding light on their work.