Luxury Communication: The Inspiring Journey of Hugo Di Domenica, PR Celebrity Coordinator at Louis Vuitton

What was your journey at EFAP?

After high school, I began my studies in a business school in Bordeaux. At that time, I didn’t yet know that communication would become my chosen path, but I was already deeply drawn to the world of fashion and luxury, two sectors where communication plays a key role.

I then continued my studies in Paris with a Bachelor’s in marketing. This more specialized curriculum allowed me to explore communication through various courses, but above all, to complete internships from the first year — a crucial factor for progressing in communication careers. In this sector, professional experience is essential: the more internships you complete, the better.

I started gaining experience in communication, although not yet in luxury. I had the opportunity to join the Thales Group, which helped me understand how a major company operates and develop essential skills: discipline, coordination, understanding internal challenges… fundamentals that are indispensable in both corporate communication and luxury communication.

In 2020, I decided to fully pursue a path in fashion and luxury communication, and naturally joined EFAP in the 4th year through lateral admission. The school allowed me to confirm my choice, develop my network, and gain hands-on experience through concrete internships.

I interned at Guerlain and Chanel, and after graduating, I joined Lucien Pages Communication agency. These experiences provided me with a highly operational understanding of press relations in luxury, combining precision, attention to detail, and logistical coordination. Managing product shipments, preparing selections, liaising with carriers such as FedEx or DHL… all essential tasks in product communication and press office management within the luxury sector.

Can you tell us about your current job?

Today, I am PR Celebrity Coordinator at Louis Vuitton, a strategic position at the heart of luxury communication. My role is to manage relationships with personalities, artists, and talents collaborating with the Maison. Celebrity relations have become a major lever in image strategy for luxury brands, as they reinforce visibility and global prestige.

I coordinate press relations related to celebrities, events, and collaborations. I work daily with stylists, press officers, creative teams, and various departments within the Maison.

Concretely, this involves managing outfit loans, handling logistics, organizing shipments and returns, and ensuring coordination between the men’s and women’s teams. This role requires organization, precision, reactivity, and a perfect understanding of the codes of luxury communication.

In this sector, you must genuinely love the product. In luxury communication, you’re not only showcasing an image: you’re highlighting craftsmanship, quality, and heritage. Periods like Fashion Week are particularly intense, but that’s also what makes the job so exciting.

What advice would you give students who want to work in luxury?

The first advice I would give is to work hard to achieve your goals. Luxury is indeed a competitive field, but it is not inaccessible. You must multiply experiences, stay open to opportunities, be curious, and never underestimate so-called “operational” tasks.

In luxury communication careers, logistics, support tasks, and shipment management are integral parts of the job. They help you understand the Maison’s expectations, standards, and processes. It is an incomparable learning experience.

Then, ask questions, interact, and learn from others. Networking is a major asset in luxury communication, where human relationships are central.

Above all, you must be passionate. Luxury requires strong commitment, constant attention to detail, and a genuine sensitivity to brand universes.

How important was networking in your journey?

My internships helped me build a solid network in luxury communication.
At Vuitton, for example, a former internship colleague who became a friend forwarded my resume internally when a position became available. My profile matched the requirements, and the opportunity materialized naturally.

I remain very open to connecting with EFAP students today. I always respond to messages on LinkedIn, as I know how much a contact, advice, or shared experience can help someone enter the field of communication and luxury.