Los Angeles-based Velissa Vaughn is a cofounder and head of media and VIP relations for JxV Collective, an agency that provides public relations; celebrity and influencer relations; experiential and digital marketing; brand strategy; and diversity, equity and inclusion consulting services for emerging and established brands. Clients have included Bacardí Limited, Amiri, Supervsn Studios in partnership with Tommy Hilfiger, Scot Louie in partnership with Boohoo and Microsoft, and more.
Previously, Vaughn served as head of U.S. PR for Dsquared2, where she collaborated with the likes of Beyoncé, Drake, Ariana Grande, and H.E.R. Velissa is also the brains behind the popular @wnbatunnel Instagram account, which highlights WNBA players’ pre-game fashion choices.
Here, Vaughn shares the twists and turns of her career path and the challenges she has faced.
WWD: How would you describe your career path?
Velissa Vaughn: After undergrad, I worked as a denim specialist for True Religion Brand Jeans during its peak popularity. I was then recruited to support the opening of Social Status, a high-end luxury fashion and streetwear store, where I gained experience in PR, early social media marketing, and business operations across multiple locations that I managed. This led to the founding of my first agency serving clients in Pittsburgh.
Seeking to specialize in luxury fashion PR, I then pursued a master’s at LIM College. During this time, I joined Dsquared2, eventually leading their U.S. PR department. After four years, I launched my own agency in New York City prior to moving to Los Angeles, where our agency has focused on personal consulting clients and emerging fashion brands.
WWD: What were some of the challenges you faced along the way?
V.V.: While many advocate for self-employment and pursuing one’s passions, they often overlook the challenges. As your own boss, you become responsible for accounting, HR, legal support, business funding, and credit management. You may face payment delays, non-renewed contracts, and clients who may not adhere to agreements. And when you’re your own boss, there are no days off! However, the upside is that you control how things are managed. You can foster non-corporate, supportive relationships with co-workers and clients that might be difficult to achieve in a traditional 9-to-5 job.
WWD: Is there a professional achievement you are particularly proud of?
V.V.: My most recent proud achievement is the launch of @wnbatunnel, which has gained over 50,000 followers in just three months. This platform has allowed me to highlight and build lasting relationships with stylists and the remarkable women of the WNBA.
WWD: You hold a master’s degree in fashion marketing from LIM College. How did the internships you completed as part of that program help inform your career decisions?
V.V.: I vividly recall a LIM professor advising us to use our time in the program to explore our options. They encouraged us to pursue diverse internships to discover our preferences and dislikes. With a long-standing passion for magazines and editorial work, I persistently pursued editors at Hearst, eventually landing an assistant role in Harper’s Bazaar’s fashion department. Coincidentally, I had obtained my aesthetics license right after undergrad, as beauty and skin care were also passions of mine.
While I enjoyed working with beauty brands and supporting the department, I realized it wasn’t my true calling. This realization led me back to traditional PR. This experience was crucial, as it paved the way for my internship at Dsquared2. That opportunity provided clarity on my career path, illuminating exactly what I wanted to do and where I wanted to be.
WWD: Have you had mentors in the industry?
V.V.: While I haven’t had a traditional career mentor, James Whitner, the founder of Social Status and A Ma Maniere, played a pivotal role in shaping my career vision and encouraging me to pursue my dreams. Our shared background, both coming from small, impoverished communities about 20 minutes south of Pittsburgh, allowed me to see him as a tangible example of success through hard work and strategic business alliances.
Throughout my journey I’ve also been fortunate to work with and draw inspiration from several influential women in the industry, including Calyann Barnett, creative director of CounterPoint for the Utah Jazz and stylist for Dwyane Wade, and June Ambrose, stylist for Jay-Z and Missy Elliott.
WWD: How have you seen the intersection of women’s sports and fashion evolve over time?
V.V.: The intersection of women’s sports and fashion has been evolving for decades. While digital marketing and social media have accelerated its visibility, we can trace its history back to icons like FloJo with her eccentric style and long acrylics, or Tina Thompson’s signature bright red lipstick at every Houston Comets game.
Women athletes have long had a connection with fashion and beauty, but it wasn’t seen as marketable as men’s sports. Also, in the past, female athletes often favored power suits over dresses and skirts. This trend reflected the broader fashion landscape of its era. Now we’re witnessing a shift toward personal expression and ownership of individual style. Today’s female athletes embrace the freedom to dress as they please, unapologetically expressing themselves through fashion. They no longer feel compelled to conform to society’s expectations of what a female athlete should be or look like.
WWD: What advice would you give someone considering a career in your field?
V.V.: You’re only as good as how you treat people. Throughout my career I’ve consistently received feedback about how well I’ve treated clients, gone above and beyond, and shown up when others wouldn’t. Being honest, fair, and adaptable is crucial. In this business, integrity and genuine relationships are your most valuable assets. Combine these with strong technical skills and consistent effort, and you’ll be well on your way to success.
WWD: If you could go back in time and give career advice to your younger self, what would it be?
V.V.: Move to New York City right after college. The city offers unmatched opportunities in fashion and PR: networking events, diverse career paths, and a rich cultural scene that broadens your perspective. Early exposure to NYC’s fast-paced environment sharpens your skills and adaptability, giving you a competitive edge. It also fosters personal growth, independence, and resilience. Remember, though, every path is unique. The key is to maximize opportunities wherever you are while staying open to growth and advancement.
