PARIS — As the role of red carpet placement becomes an increasingly strategic tool for brands, a new bicoastal agency is entering the celebrity dressing and fashion communications arena.
After more than a decade at R&CPMK, Lauren Stillman is striking out on her own with Stillman+Co, opening offices simultaneously in New York and Los Angeles.
The agency will focus on talent and influencer alignment for fashion, luxury, lifestyle and beauty clients, as well as VIP dressing and gifting, leveraging long-standing relationships to create culturally resonant red carpet moments.
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Its founding client roster includes designer Zuhair Murad, CFDA/Vogue Fashion Fund finalist Bach Mai, jewelry brand Hearts on Fire, Spanish designer Teresa Helbig, and emerging New York label Aiste Hong.
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Operating bicoastally, Stillman+Co will have a West Coast dressing and gifting showroom through a partnership with SHO+Co, with LA operations overseen by Katsya Brito. The agency’s name was chosen to reflect the core values of community, collaboration and commitment, which Stillman says are essential in today’s industry.
The launch comes as R&CPMK undergoes a structural overhaul, rebranding as PMK Entertainment under Michael Nyman’s Acceleration Community of Companies. While celebrity and corporate clients transitioned to the rebranded firm, Stillman is taking her fashion clients independent.
“One of the things I’m most excited about with the decision to go independent is the ability to truly collaborate with my clients as partners,” Stillman told WWD. She said independence allows the firm to leverage its network to encourage clients to take strategic risks on emerging talent and buzzworthy projects.
Stillman emphasizes that red carpet dressing is increasingly strategic, driven by ambassadorships and major houses’ investment in global events like Cannes and the Met Gala. Smaller brands can compete by offering consistent support and community to talent and stylists year-round.
“You need to know how to speak the language and understand the customs so you don’t get taken advantage of. Clients come to us because they see the value in working with a small, independent operation,” she said.
Stillman also stresses the necessity of a global, bicoastal presence and participation in international hubs such as Cannes, where she has over eight years of experience running a pop-up showroom.
Stillman+Co has already secured early visibility. On Saturday, Lori Harvey and Shanina Shaik wore Zuhair Murad to the Fashion Trust Arabia Prize Ceremony, in Doha, Qatar, where Murad was honored with the Trailblazer Award.
Kerry Washington appeared in Zuhair Murad Couture at the Los Angeles premiere of “Wake Up Dead Man: A Knives Out Mystery” and later wore Murad ready-to-wear to the Elle Women in Hollywood Awards. Actress Ali Larter wore Teresa Helbig at the same event.
“Community and collaboration are the key to our business,” Stillman added, noting that independence allows for deeper involvement throughout the dressing process.
Stillman began her career at Film Fashion in 2001 and has worked across Rogers & Cowan, ITB Worldwide, and R&CPMK, navigating mergers and restructurings under Interpublic Group. IPG recently sunset Rogers & Cowan as part of its relaunch into PMK Entertainment, marketing agency ACC Advisory, and corporate branding agency DKC.