Off the clock with Avery Turner

While we’re busy planning our outfits and schedules for NZFW, Avery Turner has been busy for months now, making sure the event comes to life. At 24, and just three years into her career, she’s running PR and Media for NZFW—a reminder that talent and perseverance don’t go unnoticed in this industry. Between managing all of this and still making time for herself, Remix team member Beth chats with Avery about everything happening in her world right now.

Avery! As someone who has always been fascinated by the PR world, you’ve definitely been someone I’ve looked up to. Can you tell me a bit about how long you’ve been in the industry, and whether you studied PR or kind of fell into it through experience?

That is so kind—it’s very flattering to be thought of as someone to look up to. I still feel like I’m just getting started and have so much more to learn!

I’ve been working in the industry for just under three years, starting at the end of 2022. All throughout high school, I absolutely loved materials technology and photography and knew I wanted to do something creative afterwards. I did my first year of university at Victoria University of Wellington, studying Design Innovation with a major in Communication Design. I loved my time in Wellington, but the degree didn’t feel quite right for me, so I decided to make the move to Dunedin. I completed my last two years studying a BA in Communications at the University of Otago—and had a lot of fun doing it! I had always leaned more toward the theoretical side of creative education, so comms ended up being the perfect fit for me.

My final university project was a journalism paper where we got to write a feature article on a subject of our choice. I chose to focus on sustainability in the NZ fashion industry and interviewed the amazing Deborah Pead, who kindly put me in touch with Kate Sylvester as well. After I submitted my paper and was wrapping up my degree, the stars aligned—Pead was hiring. Luckily, I landed the job!

I knew I wanted to work in PR, but to be honest, when I first started I had no idea what the day-to-day would look like. I learned from some incredible people and now absolutely love the industry. A special full-circle moment for me was being able to have Mindful Fashion as a client (and launch the Threads of Tomorrow report) after having focused so heavily on the collective in my final paper.

We got to work with you closely back at Pead, and now you’ve made the jump to Showroom 22. How has that transition been for you, both in terms of the work itself and the shift in environment?

I was lucky to get the best start at Pead, learning from a team of extremely talented, kind, and funny people who taught me pretty much everything I know. Working at New Zealand’s largest independent agency, across major global and local brands, gave me such a diverse range of experiences and skills—and I was still able to get my fashion fix in between. I’m so grateful to have started out in that environment and for the relationships I built there.

I always knew I wanted to specialise in fashion, so earlier this year I made the move to Showroom 22 to do exactly that. I’d admired S22 since before I even knew what PR was, and I’m absolutely loving being a part of it now! Getting to work in such a beautiful showroom and welcoming so many lovely visitors every day is such a treat. I still work with a mix of global and local clients, but I’m really enjoying the chance to focus on fashion PR on a more concentrated level.

You’re right in the middle of New Zealand Fashion Week, which is huge! Can you walk us through what your role actually involves during the week and what a “typical” day looks like for you right now—if there even is such a thing?

Oh my goodness, it really is such a dream. I love NZFW because it brings together so many incredible brands, businesses, and people to celebrate the industry. I was lucky enough to work the full week in 2023, but being part of the team from the early stages of this year’s event has definitely been a career highlight. It’s been so much fun to work on, and I can’t wait for everyone to see what myself and the wider team have been creating.

With the guidance of Murray Bevan and the support of Jessica Grubiša, I’ve been managing PR and Media for the event. That has involved a wide range of responsibilities—writing and distributing press releases about our designers, schedule, sponsors, and events; pitching media opportunities and managing paid media partnerships (hello Remix guide to NZFW!); facilitating interviews between designers and media; securing and liaising with international outlets like Vogue and Fashion Journal; and coordinating media accreditation for event week.

In the lead-up, my role is all about getting as many people as possible excited about NZFW. During the week itself, I’ll be overseeing daily press updates, managing the media pit at each show, looking after interviews, managing media accreditation, and helping out wherever else I’m needed.

Is there anything in particular you’re most looking forward to at NZFW this year—whether it’s a show, a designer, or just the week itself?

I know this is a common thread within the community, but I’m just so excited to see everyone come together to celebrate the incredible designers on the schedule and to connect with the people who make our industry so vibrant and unique. Seeing people compliment each other’s outfits, being wowed during shows, and showing up day after day to make it all happen is something truly special—it only happens at an event like NZFW.

I’m particularly looking forward to hearing from some of my favourite designers in The New Guard panel, which is part of our Beyond The Runway series.

It feels like such a privilege to be in the middle of it all, and I’m really looking forward to experiencing the week from start to finish again—especially after being part of the behind-the-scenes work that makes it possible.

What’s your ultimate NZFW survival essential—what’s the one thing you have to keep in your bag to get through the week?

I definitely can’t pick just one, but Eclipse Intense Mints, hair ties, a hydrating lip balm, the Tower 28 lip gloss in Cashew, Rabanne Fame Parfum, eyebrow gel, a hairbrush, and a phone charger will all be with me every day. I love having a little survival kit for touch-ups throughout the day — since I’ll be on-site at Shed 10 all week, it’s always best to be prepared for anything!

PR can be so fast-paced and full-on. Do you have any little rituals, habits, or non-negotiables that help you stay on top of things and keep your balance, especially during weeks like this?

Work-wise, I treat my inbox as a to-do list and only file emails once they’re completed. I also write daily to-do lists on paper (because crossing things off is the best feeling), and for events, I try to centralise information so everything is concise and easy to find quickly.

Personally, I like to keep a routine of going to the gym, getting my steps in, and planning my meals (and often outfits) in advance — it’s one less thing to think about. I love changing up my bedding and refreshing the vibe of my room, but honestly, sometimes all I need after a full-on day is a hot shower, pyjamas, and some phone-in-bed time to properly chill out!

Everyone has that one ‘“pinch me’” moment in their career so far. What’s been yours—the moment where you stepped back and thought, wow, this is exactly where I’m meant to be?

Right now! I’ve absolutely loved the last few months working at Showroom 22, especially on NZFW — it feels surreal to be living my dream so early in my career. I’ve always wanted to work in fashion, and over the last few years I’ve fallen in love with PR. Being able to turn that passion into a career still feels unreal.

NZFW is an event that’s really special to me, so I’ve been pinching myself big time over the past few weeks. Back in 2018, I designed and made an outfit in Year 12 for the Walk The Line show — so to go from that to being in weekly NZFW meetings and having a (small) part in bringing the event to life feels incredibly lucky. The fact that I get to spend every day doing what I love is something I’ll never take for granted — especially when clever people like you want to ask me all about it!

If you could give one piece of advice to someone wanting to get into PR, what would it be?

I have four!

1. Be a yes person. Say yes to every opportunity, chance, and bit of experience you can get.
2. Listen, then ask questions. You’ll do your best work when you fully understand what you’re doing, so soak everything in and don’t be afraid to clarify.
3. Bring enthusiasm. In PR, it’s hard to get other people excited about something if you’re not excited yourself!
4. Acknowledge others. If you like something someone else has done, let them know you’ve seen, read, or heard it and enjoyed it. They’ll appreciate the recognition, and it’s a great way to start building relationships with people you admire — which is so important in an industry like PR.