An Interview With Nicole Shlomof
The public relations powerhouse behind Boys Lie and Blair Media’s New York City office gives an exclusive tell-all…
by Ella Maniloff ★ JULY 23RD, 2025
Photo Credit: Ella Maniloff
The phrase "PR girl" has been glamorized to the point of parody. With tight calendars, tighter outfits and an espresso permanently attached to one hand, people automatically assume the life of a woman in public relations resembles “Sex and the City” or “Scandal.” But beneath the clichés is a generation of women who are changing what PR means, and Nicole Shlomof is one of them.
As head of brand operations at Emily Blair Media, Nicole is the woman behind the magic of cult-favorite clothing label Boys Lie, a brand renowned for transforming heartbreak into fashionable fuel. From press coverage to influencer collaboration (spoiler: they've never paid an influencer), she's helping lead a new era of emotionally intelligent, female-driven branding.
I had the chance to interview Nicole, from whom I learned all about fashion PR. From her pandemic-era start to running a ten-woman team out of Emily Blair's New York office, Nicole has been nothing but a trailblazer from day one of her career.
Nicole's PR journey started after graduating from the University of Colorado Boulder, when she landed a spot with then up-and-coming Emily Blair Media.
"I graduated during the pandemic, so landing a job was harder than usual," Nicole admitted. However, she persevered, eventually landing a position at Alison Brod Marketing + Communications, where she worked with prominent clients, such as L'Oréal and Charlotte Tilbury. Later, she returned to Emily Blair to open their NYC office. Now, she leads a team of all women.
Nicole has worked with dozens of notable brands, but her connection to Boys Lie is something special. "It's fashion with a message," she said. "Resilience, empowerment and self-expression — that's what drives every campaign."
If you're reading this in your Breakfast Beers loungewear (Nicole's favorite set), you already know: Boys Lie is more than a brand. It's part emotional support system, part trendy streetwear. Born out of heartbreak, co-founders Tori Robinson and Leah O'Malley created a space for women to discover power in vulnerability, and Nicole's genius PR strategies ensure that the message resonates every time.
And the real kicker? Boys Lie has never paid for influencer partnerships. "Everything you see online is organic," Nicole said. "Which is pretty unheard of in 2025." Instead of paying influencers to fake it, Boys Lie banks on genuine love, and it works.
Using the entire PESO model (Paid, Earned, Shared and Owned), Nicole and her team build campaigns that hit every touchpoint. Think viral drops, celebrity campaigns and captivating social media storytelling. Whether it's a surprise collab with PopUp Bagels or a tracksuit moment with country star Megan Moroney, the campaigns are always a success.
Nicole doesn't just "do PR." She is a leading strategist, runs the New York team, organizes events, mentors young talent and builds community — all while staying ahead of cultural trends. Her days range from media pitching to brainstorming to planning in-person activities, such as Boys Lie's presence at Rolling Loud.
Nicole focuses on maintaining the brand’s story by ensuring that every press release, Instagram caption and podcast episode ties back to Boys Lie's central message: heartbreak doesn't kill you, it makes you stronger.
Nicole advised me to "intern as much as you can, stay curious and don't be afraid to start small." She's not just saying that; her entire career has been built on taking chances and building relationships, something every future PR girl should keep in mind.
Nicole's story is more than an inspiring LinkedIn post. It's proof that public relations isn't just about spin, it's about connection. With the ability to make even heartbreak marketable, Nicole is setting a new standard for what it means to work in fashion PR.
If you're looking for tips on how to shoot your shot in the world of public relations, consider these:
UGirl’s Fast Five with Nicole Shlomof (Straight from the Source)
Career mantra? “Intern as much as you can, stay curious and don’t be afraid to start small.”
The most surprising thing about working in PR? That it’s not all segment-specific; Nicole is involved in everything — from logistics to crisis communications.
Favorite part of the job? “Every day is different, which is what I love about PR.”
Biggest shock to people outside the industry? Boys Lie has never paid for influencer collabs, meaning everything is 100% organic.
What makes a great PR girl? Creativity, adaptability, emotional intelligence and a really good eye for cultural aesthetics.
Edited by: Kacie Moschella and Madison Sherman