A Day in the Life of a PR Professional for Fashion and Lifestyle Brands | steady study Member Spotlight

With only a short time left in 2025, the ginkgo trees in front of our office have shed their leaves, and the members of SUNNY SIDE UP GROUP are now dressed in their winter attire.

Winter outings mean hot springs, winter sports, Christmas markets, and, of course, illuminations. The lights that vividly color the Tokyo nights heighten the exciting and “fun” mood of the holiday season.

In this installment of our “A Day in the Life” series, we follow Shigekazu Miyahira, a second-year employee at steady study (hereafter referred to as “steady study”), which has its office near Omotesando—one of the city’s premier spots for winter illuminations.

As a pioneer of the “Attaché de Presse” (PR and communications specialists dedicated to the fashion industry), steady study has built strong relationships with numerous global clients. We are pleased to introduce a typical workday at this unique agency!

Member Introduction 🥚

▲ steady study / PR Division: Shigekazu Miyahira
Joined the company in 2024 as a mid-career hire (second-year graduate). While he applies his strong interest in fashion and apparel culture to his PR work, he was actually a member of the soccer club throughout elementary, middle, and high school, and continues to enjoy soccer and futsal as a hobby today.

A Typical Daily Schedule 🔍

| 10:00 AM: Arrival at the Office

With the introduction of a flextime system in 2025, arrival times can be adjusted based on work requirements or personal commitments.

I often arrive around the 10:00 AM opening of the showroom, but I sometimes start around 9:30 AM to accommodate visitors arriving right at opening. Showroom reception is a task always handled by new graduates, but since it is always performed in a multi-person system alongside senior staff, first-year members can approach the work with confidence.

| 11:00 AM: Team Meeting

Once a week, the team shares updates on daily activities and the progress of various proposals.

The PR Division is currently divided into four teams, each led by a manager. I belong to a team of about five people. Even within this team, members may be responsible for different brands. Most tasks at the company are approached as a team rather than individually.

| 12:00 PM: Preparation of Proposal Materials

After confirming the day’s flow, I immediately begin creating materials for items to be proposed to stylists and media representatives.

Materials summarizing item images, prices, and materials for each brand are shared internally. Creating these documents is one of the primary responsibilities of new graduate members. We follow established formats while referring to existing materials.

To ensure we provide the best possible proposals for each inquiry, I focus above all on “clarity.” While it is a given that we understand the brands and items we handle, there are times when we propose brands that the other party may not be familiar with. In such cases, these materials become the cornerstone for accurately capturing key points and conveying information in a visually easy-to-understand manner.

| 1:00 PM: Lunch

In the Aoyama and Omotesando area, there are many cafes and restaurants, including the all-day dining establishment bills operated by SUNNY SIDE UP GROUP. However, everywhere is crowded during lunch, and since I have showroom duties, I often eat in the office rather than going out. Food trucks visit the vicinity of the office on a daily rotation, so I go to buy lunch while sharing information with other members.

On this day, I recharged my energy for the afternoon with a roast pork bento while chatting with a new graduate member from the same team!

Miyahira’s top recommendation: a chocolate cornet from a bakery that opens only on Wednesday afternoons, which he says is a “must-buy.”

| 2:00 PM: Sample Leasing (Lease Operations)

The showroom attached to the office handles many brands, and stylists visit almost every day to lease fashion items.

Inquiries are diverse, ranging from items for magazines and web media to outfits for celebrities and influencers at events. Since some visitors may not have a fully formed image for their project, I always strive for careful communication and propose styling that aligns with each brand’s worldview and seasonal theme. There are times when we do not have an item that perfectly matches their original image, but in those moments, flexibility is required to offer alternatives by slightly adjusting the brand, material, or style.

Even after making a proposal, the moment I finally see it adopted—whether at an event or in a magazine—is the most rewarding part of this job.

steady study plays a role in connecting brands with the media and, ultimately, with consumers through fashion and lifestyle. To achieve this, we are constantly attuned to trends and new values, putting them into practice every day.

| 4:00 PM: Online Meeting

Meetings with clients occur about once or twice a week. Including today, these are generally conducted online.

Many of our clients are overseas brands, so meetings with their global teams are, of course, conducted in English! For brands based in non-English speaking regions like Italy or France, it is not uncommon for the person in charge to be a non-native English speaker. This is a situation where the language skills of junior members responsible for taking minutes are put to the test, providing an opportunity to utilize experience gained from studying abroad.

In addition to meetings for spot PR support for events, we provide regular updates for long-term (retainer) clients whose products we handle in the showroom. This includes sharing status on media exposure and planning initiatives aligned with product launch dates.

| 5:00 PM: Client Report Preparation

I compile reports on which media outlets the brands and items we handle have appeared in and how they were featured.

The frequency of report preparation—whether weekly or monthly—depends on the brand. At the time of leasing, I keep track of “when” and “where” the item will appear, and use that as a basis for verification. While we use a dedicated system for tracking, we can also check the latest fashion magazines stocked in the office magazine rack. It makes me very happy to see a client’s item used on a cover, even if it isn’t a brand I personally handle.

On the same team, there are members who handle not only fashion but also lifestyle brands such as beverages and accommodations. There are also projects where we collaborate with SUNNY SIDE UP from the same group, which is something I hope to challenge myself with in the future.

| 7:00 PM: Celebrity Casting Planning

In preparation for an event, we consider the casting of celebrities to be invited.

We list candidates based on the purpose and budget of projects such as events or gifting requested by the client. The targets and scale of outreach vary widely, including not only celebrities but also creators, athletes, and business professionals. Sometimes, we solicit candidates internally to see if there is anyone among the members’ friends or existing acquaintances who would be a good match for the event.

Since moving to a hot-desking (free address) system following our office relocation, information exchange between members has become even more active. The lists created this way are shared among members and prove useful for future casting efforts.

| 8:30 PM: Leaving the Office

Finishing work and heading home. There are waves of busy and quiet periods depending on the season and the brands I handle; some days I leave around the standard time of 7:00 PM, while other days it is later. Various events are held at event spaces near the office, so I sometimes stop by on my way home.

Lately, I’ve been studying Korean on my commute, which I started after getting into popular Korean dramas. Korean brands have been gaining momentum in recent years, and steady study is handling an increasing number of them. My favorite phrase is “Il-sim-dong-che” (One heart, one body)!

| Extra: Days Off

On my days off, I refresh myself by staying active—driving along the bay or going out with my pet!

I also take longer vacations to travel abroad, having visited about eight countries so far. I have always loved traveling, but being part of steady study with its many global clients perhaps makes me even more interested in other cultures. I feel that what I gain from cross-cultural exchanges in both my work and private life creates a positive cycle for both.

Even within the broad field of PR and communications, specific characteristics emerge depending on the industry. SUNNY SIDE UP GROUP will continue to propose new “fun commotions” while leveraging the individuality and strengths of each group company.

This series will continue to focus on our diverse members, so please stay tuned!