觀察台灣時尚產業之脈動，近年不少新銳設計師輩出，這個世代的年輕人無論是一人公司或三五好友集資創業，只要身懷技藝，分工得宜，自己的名字就是品牌，而不少國外快速時尚品牌相繼來台攻城掠地，面對競爭激烈的市場，品牌在公共關係及媒體行銷運用上更是勢在必行。本研究希望能透過了解時尚與媒體之間的相互關係，因應數位時代來臨，媒體傳播機制轉型對時尚產業的影響，並結合華裔設計師品牌的媒體公關成功操作案例，建立一套完整的運作流程，並實際應用於品牌PRAXES初創時期的媒體公關操作，檢視其成效，歸納出時尚產業的新興品牌在初創階段，在資本規模小，資源不足的情況下，如何形塑自身品牌形象及建立良好媒體關係，為其公關活動找出方法，期望能對台灣時尚產業中有志自創品牌的後進經營者之公關策略提供參考建議。

Emerging designers occupying the fashion industry is the new trend in Taiwan. The young generation builds up personal career by establishing designer brands either by oneself or with their colleagues. With talents and well-organized collaborations, assembling a personal fashion empire is not an impossible goal. Due to the success of these local designer brands, the international fast fashion companies are more than eager to take parts in the mandarin speaking market. The engagement of public relationship and media marketing on the management of brands becomes crucial. This research paper aims on building a complete system and a suggested path on establishing new clothing brands, with the prosperous example of the construction of the brand PRAXES. With a specific emphasis on the change digital media brings to fashion field, this research will bet showing the analyzation of the relationship between fashion and media. By applying branding theories and practical methods to the new established brand PRAXES, the result of the branding practice will be reviewed in this paper. The way of constructing a personal brand and making good connections with media, further arranging the public events that suit the company will be the three main goals in this exampled case.