The PR, marketing and events firm, which Adam Shapiro founded in 2016, operates in London and represents brands including Loro Piana, Carolina Herrera and Etro. As part of the New York expansion, L52 will work with brands like Khaite on special projects and events, Ferragamo on its global VIP program and KNWLS.

Lisa Lupinski will serve as managing director for the New York outpost. Before L52, Lupinski worked as the executive vice president of fashion at PR Consulting.

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The Shifting Power Dynamics of Fashion PR

As mid-sized and large-scale communications firms build out their operations, boutique agencies are placing value on quality over quantity.