The rise of Mumi Haiati in the world of fashion public relations showcases a unique blend of artistic vision and business acumen. Known for his eclectic style—pairing utility shirts and bucket hats with high-end accessories like a Serpenti ring or Cartier watch—Haiati’s recent venture, the opening of Reference Studios’ Paris outpost, marks an ambitious step in expanding his brand’s influence in the fashion capital of the world.
Founded in Berlin in 2017, Reference Studios swiftly established itself as a bridge between fashion brands, artistic communities, and the vibrant creative landscape characteristic of the city. Offering a holistic approach to cultural engagements and modern luxury, the agency has attracted a diverse clientele. From globally recognized names such as Rimowa and Gucci to emerging labels like Our Legacy and Stefano Pilati’s Random Identities, the agency has carved out a niche that emphasizes collaboration and innovation.
As Haiati expands Reference Studios to Paris, he aims to replicate the success he achieved in Berlin and Milan. The new location is set in the upscale 7th arrondissement, where he is transforming a former post office into a showroom and creating a stylish apartment for hosting events. This strategic decision reflects not only Haiati’s personal taste but also a keen understanding of Paris as a thriving hub for both fashion and culture. His vision is to facilitate the transition of brands represented in Berlin and Milan into more global contracts, tapping into the client base available in Paris.
“It feels like the right time to articulate and elevate what Reference is—free, liberal, cultural, and subcultural—here in Paris,” Haiati explained, acknowledging the city’s evolving atmosphere that now blends its traditional conservatism with an upcoming vibrant energy. This transformation in Paris’ cultural landscape includes the launch of new museums and annual art fairs, reinforcing the city’s identity as a global arts capital.
Haiati’s blueprint is also about inspiring the creative community in Paris. He acknowledges that engaging new audiences and nurturing talent forms the core of his approach. With seasoned professionals like Tim Neugebauer joining him for the Paris launch, Haiati emphasizes collaboration as pivotal for overcoming traditional barriers between disciplines—be it fashion, music, or visual arts.
In line with this ethos, Haiati’s initiatives have already begun to show promising collaborations. Earlier this year, Reference Studios facilitated a sold-out three-night residency at Kering-owner François Pinault’s Bourse de Commerce art museum featuring DJ Arca, indicating the agency’s commitment to cultivating rich interdisciplinary events. Plans are underway for a six-week residency at Dover Street Market Paris’ perfume antenna, where consumers can create personalized luxury scents, merging fragrance with contemporary fashion trends.
The burgeoning presence of boutique PR firms in Paris also signals a shift in the landscape for fashion communications. Despite the ongoing consolidation in the sector, as exemplified by major players like Karla Otto’s The Independents, boutique firms like Reference Studios cater to a growing appetite for hyper-personalized service. Clients increasingly seek agencies that offer tailored strategies, rejecting the one-size-fits-all approach favored by larger conglomerates. “People love an ultra-personal approach,” Haiati states, underscoring his philosophy.
The insights drawn from Haiati’s journey—growing up in Germany as the son of Iranian parents and navigating the fashion scene—also revealed a narrative of resilience and adaptability. His initial break in fashion came when he proactively approached Kuki de Salvertes’ PR agency in Paris, a bold move that set the tone for his career. In recognizing the rising cultural significance of Berlin, he positioned himself within that context as brands looked to tap into the city’s avant-garde reputation, thus playing a pivotal role in establishing his agency’s reputation.
As Reference Studios steps into the Parisian spotlight, the potential for influence in the global arena grows. With strategic initiatives designed to connect creativity, honor cultural subtleties, and evolve traditional PR models, Haiati is not merely expanding his business but is also advocating for a more inclusive and imaginative representation of what fashion can be. The Paris outpost serves not only as a workspace but as a launchpad for innovative concepts that challenge conventions and celebrate the unpredictable beauty of cross-disciplinary collaboration.
This vision represents the future of fashion PR—where traditional boundaries blur and creative freedom reigns, underpinning the dynamic evolution of how brands interact with culture and consumers.
