They are among the best publicists in Hollywood. Don’t ask them why.

Lede represents Mr. Smith’s media and entertainment company, Westbrook, as well as Reese Witherspoon’s media company, Hello Sunshine. Other clients include Maserati, cosmetic dermatologist Dr Shereene Idriss and Illumination, a film and animation studio.

Last year, Lede signed fashion labels Isabel Marant, Altuzarra, Thom Browne and Kenzo. The company is working with Humberto Leon and Carol Lim on the 20th anniversary of Opening Ceremony, their cult retail and fashion brand that went silent in 2020. During New York Fashion Week, Lede oversaw the fashion show for Proenza Schouler and participated in the Coach show.

So why do all these celebrities and brands entrust their public-facing images to Lede?

“I don’t think we could sit here and give you two lines about what our brand is, which may not be so good,” said Ms. Silverman, seated at a conference table in the Lede offices in New York in early February. “That’s the title, by the way.”

Ms. Silverman’s quip could indeed make for a fun lead-in to an article about powerful publicists struggling to articulate their company’s ethics, cheekily named after journalistic language for a seductive start to a story. They’re not used to being the story, and maybe it’s not good in their job to become the story.

Ms. Silverman, Ms. O’Sullivan, Ms. Levinson Rothman and Ms. Su all have 20 years of experience. Their professional reputation is based on their ability to identify the appropriate medium for each client’s desired message and story content, and their efforts to control and manipulate it to meet their client’s needs.

The resounding flagship of the Lede company is its access to major celebrities. For decades, celebrities have inhabited the land of fashion, beauty, booze and cars, endorsing brands in ad campaigns, as ambassadors and paid reps, appearing front row at fashion shows. fashion and wearing specific labels on the red carpet in pay-play opportunities.

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