Lucy-Pascale Martyn, Elizabeth Hurley’s former publicist, has made the world her oyster…
Global PR Director, Bendon
Devising worldwide PR strategies and campaigns for the 12 Bendon brands; managing agencies and teams in New York, Sydney, London and Auckland.
Publicity Director for Value Retail, which has luxury outlet shopping villages throughout Europe. Elizabeth Hurley’s publicist, working on both her celebrity commitments and swimwear line.
Launching Heidi Klum Intimates for Bendon in January, which saw Klum tour Sydney, Melbourne, New York, London and New Zealand.
“Heidi Klum has an incredible eye, is great to work with and as a businesswoman she’s extraordinary. Natalie Massenet from Net-a-Porter is both a pioneering businesswoman and is also incredibly stylish.”
Whenever Lucy-Pascale Martyn lands in a new city, she heads to the nearest bookstore and buys an armload of magazines. “I find it’s a way to quickly understand what’s going on with popular culture in a certain area,” she explains. “Who’s who, who’s hot and who’s not, what interests people.” And as the Global Director of PR for Bendon, it’s vital she understands the little differences between her markets so she can ensure Bendon lingerie is seen where it needs to be seen – and on whom it needs to be seen.
Taking on the job a year ago meant moving back to Sydney after two decades of living and working in London and New York. It was the latest big move in a life that has seen her criss-cross the globe several times. “I was born in London and spent my childhood in Australia, so I’m really a bit of a hybrid.” Martyn says this first-hand experience of living and working in Bendon’s key territories gives her a real edge when planning campaigns that will have traction there. The travel and constant contact with people across the globe were major factors in attracting Martyn to the job. “I’m grateful that this role is very international. It is varied, fun and demanding.”
Before joining Bendon, Martyn was the Publicity Director for Value Retail, which operates luxury outlet shopping villages across Europe with a brand portfolio that includes Prada, Dior, Valentino, Gucci and Armani. She worked with talent, engaging high-profile ambassadors and influencers such as Alexa Chung, Olivia Palermo, Helena Christensen and Rita Ora for campaigns and other PR activity. She also hosted a fashion TV show, which saw her “running around various fashion weeks” conducting backstage interviews. “We created this wholly owned content that we could push out through our various channels. Value were real pioneers in the field at that time.”
Before that, Martyn was Elizabeth Hurley’s publicist for five years, handling media relations for her modelling career and celebrity endorsements, and also her swimwear line. But she hasn’t always had such glamorous clientele; the London agency where she began her career handled PR for companies in telecommunications and dotcom. “People starting out in PR should not be too narrow minded about the field they want to work in,” she advises. “It’s important to get as much experience as you can and maximise your opportunities. If I’m hiring someone I look for their ability to communicate and their general intelligence, rather than if they have fashion qualifications.”
Since her first job in PR, Martyn has planned each career move with laser-like focus. “My sister once said to me: ‘Don’t ever lose sight of the job you want when you are 40, because realistically it is only four jobs away’. At the time I probably thought ‘Oh my God! Not 40!’ but looking back, it has meant I’ve only made career decisions based on that long-term view and have never been reactive or made rash moves.”
The strategy has worked brilliantly – Martyn actually does have her dream job at 40. “I talk about amazing, exquisite lingerie all day long,” she marvels. “In a way it’s every woman’s dream to be surrounded by all these beautiful things.”
STYLE Q&A WITH LUCY-PASCALE MARTYN
Describe your look in three words
Classic, feminine and spirited.
What’s your go-to work outfit?
A fitted dress and heels. I love feminine silhouettes, clean lines and unfussiness that can carry me through any scenario – from lunch with an editor to meeting with our design team.
What’s the secret to looking polished?
My husband gave me a Saint Laurent Sac De Jour medium leather tote for my birthday recently and it polishes every look. For me, a classic-shaped handbag combined with the perfect heels can pull anything together.
How do you pack for work trips?
I’ve just come back from business trips to wintry New York and London so my first go-to is the long-range weather forecast because there is nothing worse than being caught in a snow storm with only stilettos in your luggage. I loathe a heavy suitcase and pack in strict accordance with my schedule; I never pack anything that doesn’t go with anything else, aside from a few staple separates. I always include an emergency evening dress with a clutch and cosy leisure wear so I’m not reduced to the standard-issue hotel bathrobe if I just want to chill out in my room at the end of a long day.
How do you shop?
I’ve just returned to Australia after a stint overseas so right now I am really into local designers, not just because of their enormous talent, but also because I’ve noticed the international pieces I shipped back haven’t all translated well. But a late-night trawl on Net-a-Porter is always a guilty pleasure.
What would you never wear?
Flats to work, hot pants and Crocs.
Lucy-Pascale Martyn wears:
1 – Celine dress, Christian Louboutin shoes and vintage necklace.
2 – Oscar de la Renta top, Isabel Marant jacket and Helmut Lang trousers.
3 – Cos dress, Prada jacket and Christian Louboutin shoes.
4 – Ginger & Smart dress and Christian Louboutin shoes.
Photos: Kristina Solo.