Photo Credits: Courtesy of Olga Degtyarova

Diehtiarova Olha stands at the forefront of luxury public relations, embodying a rare blend of visionary creativity and strategic acumen that has redefined the way emerging and established brands communicate in the global fashion landscape. With a career shaped by personal experience and a profound understanding of storytelling’s power, Olga founded Prieto Agency as a sanctuary for bold, authentic voices seeking to transcend conventional industry boundaries. Her approach is not simply about visibility but about crafting narratives that resonate deeply, inspire emotion, and forge lasting connections between brands and their audiences. In the following interview, Olga reveals the philosophies and insights that have propelled her agency to international acclaim, illuminating the art and strategy behind luxury PR with the distinct editorial tone of The Runway Source.

In what ways did your personal journey and lived experiences shape the ethos and creative vision behind Prieto Agency?
DO – My journey into the world of PR didn’t begin with traditional education or corporate experience—it started with a desire to tell my own story. When launching my own fashion brand, I faced the challenge of making people notice me without connections or a big budget. I learned to promote myself intuitively, relying on creativity and the power of storytelling. My early career experiences taught me one key lesson: what captures attention is not just the product itself but the idea behind it and the way it was served. This became the foundation of Prieto Agency’s philosophy. I wanted to build an agency that helps brands not just sell but find their voice, their audience, and their unique path in the industry. My international experience also had a profound impact on me. I observed how brands operate in different countries, how they build their reputation, and I realized that there is no one-size-fits-all approach. This taught me to be adaptable and to think outside the box in PR.

Photo Credits: Courtesy of Olga Degtyarova

What was the original impetus that led to the founding of Prieto Agency, and how did that journey unfold in its earliest form?
DO– I have always been inspired by the idea of changing the way brands communicate and proving that even a small brand can capture attention. You don’t have to wait until you become “big” to make a statement. When I launched my own fashion brand, I experienced firsthand how challenging yet absolutely possible it is for emerging designers to break into the industry. PR seemed like a closed world, accessible only to major players. But in reality, success is not about size—it’s about boldness, creativity, and, of course, the product itself. Stylists and journalists are always searching for fresh names and innovative ideas. I wanted to create an agency that would help brands of all sizes tell their stories in a way that resonates and leaves a lasting impression. It all started naturally. After successfully promoting my own brand, I began receiving inquiries from other designers—how to get noticed by street style photographers, how to connect with celebrity stylists, how to gain visibility? At first, I helped out informally as a favor, but soon I realized that this was my true calling. PR offers endless opportunities for creativity, and I wanted to make the most of them. That’s how Prieto Agency was born—an agency dedicated to helping brands unlock their full potential through bold, authentic, and strategically refined communication.

Looking retrospectively, were there pivotal decisions that defined the agency’s identity and enduring impact?
DO – Yes, several decisions played a crucial role in shaping the agency. One of the most important was prioritizing creativity over traditional press releases and standard PR tools. This approach allowed us to create bold, memorable campaigns that truly stood out in the market. Another strategic move was positioning Prieto Agency as an international, with a fashion-forward, progressive approach. From the very beginning, I aimed to work with brands looking to expand globally and help them connect with audiences through creative, cross-cultural strategies. Finally, I made a conscious decision to be selective in choosing clients. Instead of working with just anyone, I focused on brands that shared our values and vision. This helped build a strong portfolio and establish Prieto Agency’s reputation for delivering high-quality, impactful work.

How did you personally navigate periods of doubt and uncertainty in those foundational years?
DO -Like any entrepreneur, I faced moments of doubt, especially in the beginning. There were times when I questioned myself: Am I doing everything right? Can I compete with established PR agencies? What helped me was staying focused on my goal. I reminded myself why I created Prieto Agency and the impact I wanted to make in the industry. If I had already achieved certain results, then I knew I could help other brands do the same. Another key strategy was simply taking action. When doubts arise, the best thing you can do is focus on tangible steps—learning new things, finding clients, testing ideas. Every step forward creates momentum and strengthens confidence. In the end, all limitations exist only in our minds—the most important thing is to remind yourself that anything is possible.

How do you approach creativity within the discipline of public relations, and what drives your artistic instinct?
DO – First and foremost, I see PR not just as promotion but as the art of storytelling. For me, it’s not just about delivering information—it’s about creating emotions, resonating with the audience, and making a lasting impression. At Prieto Agency, we always start by deeply immersing ourselves in the brand—its DNA, values, and audience. This helps us build an authentic strategy that works not only in the short term but also in the long run. I draw inspiration from fashion, art, cinema, and travel—everything that goes beyond traditional PR. This allows us to find unconventional solutions and make communications more dynamic and unique. Another key principle is boldness. In today’s oversaturated media landscape, it’s crucial not to be afraid of stepping outside the usual boundaries, experimenting with formats, and creating striking visual and content concepts. Most importantly, creativity in PR should never be just for the sake of creativity. It should be a tool that helps brands grow, earn trust, and truly connect with their audience.

Photo Credits: Courtesy of Olga Degtyarova

How do you architect stories that truly resonate and endure in the minds of consumers?
DO – It all starts with an in-depth exploration of the brand. We need to understand its DNA, values, audience, and the emotions it should evoke. A brand story shouldn’t just be beautiful—it should be alive, triggering associations and emotions in people. I always look for a unique angle—what makes the brand special. It could be the founder’s unconventional journey, the philosophy behind the product, or cultural codes that can be embedded in the communication. We then adapt the story to different formats—whether it’s media, social platforms, events, or collaborations. The key rule: the story shouldn’t be about the brand itself, but about people—their emotions and values they can relate to.

What keeps your ideas vivid, relevant, and at the edge of innovation?
DO – I find inspiration beyond traditional PR—in fashion, art, film, travel, and street culture. Creative solutions emerge where different worlds intersect. Another crucial source is analyzing global trends and audience behavior. The world changes rapidly, and it’s essential to capture what is relevant today and what will work tomorrow. And, of course, I’m always learning—reading, watching, researching. For me, that’s the best way to keep ideas fresh.

How do you reconcile creativity with business-driven strategy in campaign design?
DO – Creativity for the sake of creativity doesn’t work. It’s essential to understand the business goal behind every idea. That’s why I always ask: how will this idea help the brand grow, engage its audience, and build stronger connections? We use a strategic approach—first, analyzing what the audience needs and which formats work in a specific niche, and then finding ways to execute them in a bold and unexpected way. For me, the perfect campaign is a mix of analytics, trends, and courage. Strategy sets the direction, and creativity ensures the brand doesn’t just make noise but becomes part of the culture. In the ever-evolving terrain of luxury communication, challenges are inevitable and at times defining.

Reflecting upon your journey, how have you internalized adversity, and what insights have you drawn from those moments of resistance?
DO: I’ve learned to see challenges as part of the journey. Every setback is a signal that something needs to change or be approached differently. Three things helped me navigate difficulties: Staying focused on the goal – Reminding myself why I started and where I’m headed. Adaptability – Being open to changing strategies and trying new approaches. Supportive environment – Surrounding myself with people who believe in me and inspire me.

Confidence, in the realm of leadership, is often a delicate equilibrium between experience and self-awareness. What inner architecture allowed you to cultivate and sustain confidence as a leading voice in PR?
DO: Experience – The more successful cases I’ve handled, the more confident I’ve become. Continuous learning – I constantly study the industry, analyze case studies, and learn from the best. And most importantly, I understand that no one knows everything. Confidence isn’t about never doubting—it’s about taking action despite the doubts.

When facing moments of uncertainty, did you find solace in the wisdom of mentors or the presence of guiding figures?
DO: Yes, I’ve always been inspired by strong women in business and creative industries. In difficult moments, I didn’t have specific mentors, but I found support in comparing myself today with who I was in the past. This approach allowed me to recognize my progress, strengthened my inner confidence, and inspired me to keep moving forward despite the challenges. The industry is full of talented people, and every new interaction is an opportunity to gain new insights.

In what ways did adversity shape not just your own evolution, but also the character and philosophy of Prieto Agency?
DO: Every challenge is a step forward. Growth doesn’t happen without obstacles. They push you to find new solutions, become stronger, and expand your sense of what’s possible. Prieto Agency has become what it is today because I wasn’t afraid to change strategies, experiment, and keep moving forward—even when things got tough.

The impact of one’s work often transcends the visible. How do you perceive the deeper resonance of Prieto Agency’s influence on the brands and designers you elevate?
DO: For me, this is the most valuable part of my profession—seeing the brands we work with grow, find their audience, and become an integral part of the industry and culture. When I witness our PR efforts yielding real results—brands gaining international recognition, increasing sales, and resonating with people—I know that all the hard work was worth it. But even more important to me is the influence on the industry itself. I want PR to move beyond being just a promotional tool and become a way to shape cultural narratives and build lasting connections between brands and their audiences.

What inner fire sustains your desire to continuously redefine the limits of PR and its potential?
DO: Curiosity and a constant drive for growth. I’m not interested in doing what has already been done—I want to create new approaches, explore unconventional formats, and find unexpected intersections between brands and their audiences. My clients also inspire me. When I see the ambition and boldness of designers and entrepreneurs who want to change the industry, it fuels my motivation even more.

As you consider the trace you wish to leave in the cultural and professional fabric of this industry, what legacy do you envision?
DO: I want Prieto Agency to be known for high-quality, creative, and strategic PR that doesn’t just promote brands but creates cultural phenomena. It’s important to me that our work inspires other PR professionals to think outside the box and encourages young designers and entrepreneurs to believe that the right communication can make their brand global. If, through our work, the industry becomes a little more open, bold, and innovative, that will be my greatest achievement.

For those just beginning their creative or entrepreneurial paths, what compass would you place in their hands?
DO: Don’t be afraid to be unique. The world already has enough similar brands—true success comes to those who aren’t afraid to embrace and communicate their individuality. At the same time, it’s crucial to understand that a strong brand isn’t just about creativity—it’s also about strategy. It’s not just about making beautiful things; it’s about knowing who needs them, what emotions they evoke, and how to communicate them effectively. And most importantly—learn to tell your story. People don’t just buy products; they buy the meaning behind them.

In your view, what qualities—whether emotional, intellectual, or strategic—are indispensable in navigating the creative and communicative spheres?
DO: Adaptability – The industry changes fast, and you must be able to evolve with it. Empathy – Understanding the audience, sensing trends, and identifying insights. Storytelling – Turning ideas into compelling narratives. Analytics – PR is not just creativity; it’s also about working with data, strategies, and trends. Boldness – The most successful campaigns always involve risk and the ability to think beyond conventional boundaries.

If you could whisper one timeless truth to your younger self at the very beginning of this path, what would it be?
DO: Always believe in yourself. Don’t wait for the perfect moment—just act. Don’t be afraid to try, make mistakes, and change strategies. The most important thing is to keep moving forward.

How can today’s emerging talents harness the power of PR as a vehicle not only for visibility but for meaningful influence?
DO: Concept first, PR second. PR can’t effectively promote something that lacks a clear idea. First, define what makes your brand unique and what emotions it conveys. Find an authentic angle. What makes your story different? What’s your philosophy? What makes you stand out? Be proactive. Don’t wait for the media to notice you—create newsworthy moments, take initiative, and build connections. Use social media as your media platform. Today, a brand can be its own media outlet, telling its story directly without intermediaries. Collaborations drive PR. Partner with other brands, artists, and influencers to amplify your voice and expand your audience.

Looking ahead, what frontiers are you most eager to explore with Prieto Agency, and what horizons do you wish to redefine?
DO: We are constantly evolving, and there are many ambitious goals ahead. My vision for Prieto Agency is to take it to the next level—expanding our international presence, working on even bolder projects, and helping brands not just gain visibility but become cultural phenomena. We’re also preparing several unique collaborations that I’m sure will capture the industry’s attention. Additionally, I’m excited to explore new communication formats, including digital PR, AI tools for PR needs, innovative integrations, and storytelling through art and technology.

How do you interpret the metamorphosis of PR in the digital and emotional age, and how do you envision Prieto Agency sculpting that future?
DO: PR is becoming increasingly multidimensional—it’s no longer just about media coverage but about building entire ecosystems around brands. The future of PR will be rooted in emotional engagement, authenticity, and new technologies. Prieto Agency has always been about bold, unconventional approaches, and I see us not just adapting to trends but shaping them. We will continue helping brands connect with people on a deeper level, integrate into culture, and create PR campaigns that leave a lasting impact.

As someone many admire from afar, what wisdom would you offer to those who quietly look to you for guidance?
DO: Don’t be afraid to do things your own way. In a world full of templates, originality stands out. Be bold, keep learning, keep growing, and don’t fear mistakes—they are part of the journey. Most importantly, create something you truly believe in. Energy, authenticity, and passion are always felt and are what make a brand or project truly special.