In the world of fashion, image and communication are as important as design and craftsmanship. Behind every successful designer or luxury brand lies a team ensuring that the right people hear the right story at the right time. Among the key figures shaping this industry is Daisy Hoppen, a London-based public relations professional who has built a reputation for redefining how fashion, art, and culture intersect. Her influence goes beyond traditional press releases or media placements; it is about creating long-lasting narratives and authentic connections that resonate globally.
Early Life and Family Background
Daisy Hoppen was born and raised in South London, where she was surrounded by art, photography, and creativity from an early age. Her father, Michael Hoppen, is a respected gallerist known for curating one of the most important photography collections in the UK. Growing up in such a household instilled in Daisy an appreciation for visual storytelling, artistry, and cultural expression. This early environment provided a foundation that would later shape her approach to fashion public relations, blending creativity with strategy.
Her upbringing near Wandsworth Common, in a home filled with art and books, influenced her eye for detail and her respect for individuality. It was not surprising that she would pursue a career where aesthetics and narrative play such a vital role.
Education and First Steps into PR
Unlike many who enter the fashion industry through design schools or editorial internships, Daisy Hoppen found her calling in communication. She began her career at prestigious agencies such as Purple PR and Karla Otto, where she learned the mechanics of global campaigns, celebrity management, and brand positioning. These early experiences gave her a deep understanding of how to navigate the fast-paced world of fashion while also noticing the gaps in how personal and authentic storytelling was often missing from mainstream PR practices.
Founding of DH-PR
In 2013, Daisy Hoppen launched DH-PR, her own agency, which quickly became a trusted name in the fashion industry. From the start, her goal was to do things differently. Rather than managing dozens of clients in a transactional way, she chose to keep her roster selective and focused. This allowed her team to build strong relationships with brands and give each client the attention and creativity they deserved.
Her agency gained recognition for its personal approach, working as a true partner to designers and creatives instead of just a service provider. Within a short span, DH-PR represented some of the most exciting names in fashion, such as Simone Rocha, Molly Goddard, Rejina Pyo, and Ganni.
The Philosophy of Personal PR
What sets Daisy Hoppen apart is her philosophy that PR should be about storytelling, not just publicity. She believes that every designer, brand, or artist has a unique voice, and her job is to amplify that voice rather than mould it into a generic format. This philosophy has led her to reject the idea of copying trends or chasing temporary attention. Instead, she builds campaigns that feel authentic and that reflect the identity of the client.
She has often emphasised that kindness, inclusivity, and consciousness are not optional values in business but essential to long-term success. By promoting ethical practices and ensuring diversity in representation, she has helped position DH-PR as more than an agency—it is a cultural voice within fashion.
Major Clients and Campaigns
Over the years, Daisy Hoppen’s agency has worked with an impressive portfolio of brands and designers. Simone Rocha, for instance, is now regarded as one of the most influential British designers of her generation, and DH-PR has been instrumental in shaping her international presence. Similarly, Molly Goddard, known for her bold tulle dresses and playful designs, has benefited from the kind of storytelling that Daisy’s team excels at—balancing creativity with commercial visibility.
Other brands such as The Vampire’s Wife, Dover Street Market, and Tekla have also collaborated with DH-PR, each benefiting from Daisy’s ability to connect their vision with the right audiences. Whether it is a small emerging label or a globally recognised fashion house, Daisy applies the same principles of care, authenticity, and strategic communication.
Home and Personal Life
Outside of work, Daisy Hoppen is deeply rooted in her love of culture, art, and family. She lives in a converted shoe factory in Highbury, North London, with her partner Vincent. Their home, much like her professional world, is filled with eclectic details, art, and a sense of curated individuality.
She has spoken openly about balancing motherhood with the demands of running a global PR agency, highlighting the realities of travel, deadlines, and family commitments. Her ability to manage both spheres gracefully adds a human dimension to her public persona, showing that even in a high-pressure industry, personal grounding is essential.
Adapting to Change in the Fashion Industry
The fashion industry has faced enormous challenges in recent years, from the changing media landscape to the effects of global crises. Daisy Hoppen has shown remarkable adaptability during these times. Instead of relying solely on long-term retainers, she introduced special projects and flexible collaborations to meet the evolving needs of clients. This not only helped her agency remain profitable but also expanded the possibilities for working with a wider range of creative talents.
Her foresight in embracing digital platforms, influencers, and cultural partnerships has also kept DH-PR relevant in an age where attention spans are short and authenticity is constantly tested. She remains committed to ensuring that her clients’ stories cut through the noise, reaching the right people in meaningful ways.
Influence Beyond Fashion
Daisy Hoppen’s impact extends beyond fashion shows and glossy magazines. She has worked with projects in art, design, and lifestyle, proving that her skills in communication are not confined to a single industry. Her focus on cultural context means that her campaigns resonate in multiple spheres, often blurring the lines between fashion and broader cultural movements.
She has also become a mentor figure for younger PR professionals, encouraging them to approach the industry with integrity, creativity, and resilience. In an environment often criticised for being cut-throat or superficial, Daisy brings a refreshing perspective rooted in respect and authenticity.
The Future of DH-PR
Looking ahead, Daisy Hoppen’s vision for DH-PR remains consistent: quality over quantity, depth over breadth. Rather than chasing every new trend, she continues to build her agency around values of authenticity and creativity. As fashion evolves towards greater sustainability and inclusivity, Daisy’s philosophy aligns perfectly with the direction the industry is moving.
Her ability to balance tradition with innovation ensures that her agency will remain a vital player in the global fashion conversation. By staying true to her principles, she continues to inspire both clients and colleagues.
Conclusion
Daisy Hoppen has carved out a unique space in the fashion industry by proving that public relations can be more than media management—it can be storytelling with heart, vision, and cultural relevance. From her South London childhood in an art-filled home to building one of the most respected independent PR agencies in the UK, her journey reflects creativity, perseverance, and integrity.
Her influence is not only visible in the rise of the designers she represents but also in the way the industry views the role of PR itself. By insisting on authenticity, inclusivity, and care, Daisy Hoppen has redefined what it means to be a modern public relations professional. In an era when image is everything, she has shown that the stories behind the image matter most.
