In the dynamic world of fashion and public relations, few names resonate as powerfully as Tara Sillery. Dubbed the “Fashion PR Empress” by IN Magazine, this Irish expatriate has spent over a decade shaping the fashion landscape of the Middle East. Her journey from a corporate communications leader to the founder of the renowned PR agency, PR Passion, is a testament to her dedication, vision, and unparalleled expertise.
A Promising Start in Corporate Communications
Tara’s Middle Eastern adventure began twelve years ago when she took on the role of heading the Corporate Communications Division at a boutique real estate development company in Kuwait. This position allowed her to immerse herself in the region’s business culture, honing her skills in corporate communications and building a robust network of industry contacts.
Founding PR Passion: A Vision Realized
Recognizing a niche in the market for specialized public relations services, Tara established PR Passion. Operating primarily between the Gulf Cooperation Council (GCC) countries and the United States, PR Passion has become synonymous with excellence in media coverage, event organization, and brand placement. The agency’s diverse clientele includes emerging sports stars, artists, fashion and interior designers, beauty brands, cosmetic surgeons, health retreats, F&B outlets, and tourism boards.
Collaborations with Design Legends
Tara’s portfolio boasts collaborations with some of the most illustrious names in the design world. Beyond her achievements in media and property launch events, she has made a significant impact in the sports industry. As a woman excelling in the traditionally male-dominated world of golf, Tara has played a key role in promoting LIV Golf, bringing attention to the sport’s growth and influence. Her passion for equestrian sports is equally remarkable—she is an active member of a syndicate in Meydan, championing women’s presence in horse racing and ownership. Through her diverse collaborations, Tara continues to break barriers, proving that women can be powerful figures not just in fashion and design but in the world of sports as well
In addition, she had the privilege of working alongside the late Andrée Putman, the globally celebrated Parisian interior designer and architect. Together, they brought Putman’s visionary designs to life in the UAE, with Tara leading the PR efforts for event execution.
Bridging Middle Eastern Designers to Global Platforms
One of Tara’s most significant contributions has been her unwavering commitment to promoting Middle Eastern designers on the international stage. By collaborating with high-profile celebrity stylists, she has successfully dressed A-list celebrities for prestigious events like the Grammys and Oscars, showcasing Middle Eastern talent to a global audience.
A landmark achievement was in 2017 when PR Passion opened New York Fashion Week (NYFW) with two Kuwaiti designers. This milestone not only elevated the profiles of these designers but also solidified Tara’s role as a bridge between Middle Eastern fashion and Western markets.
Leadership Role with Art Hearts Fashion
Beyond her agency’s accomplishments, Tara serves as a director with the U.S.-based Art Hearts Fashion. This organization is renowned for producing highly successful fashion weeks across major U.S. fashion capitals, including New York, Los Angeles, Miami, and Las Vegas. Through this platform, Tara continues to champion innovative designers and artists, further amplifying her influence in the fashion industry.
A Familiar Face on International Media
Tara’s expertise and charismatic presence have made her a sought-after personality on various television networks. In Kuwait, she has graced screens on KTV and Al Watan, while in Russia, she has appeared on Planet TV. Her role as a mentor and judge on MTV Lebanon’s “Next World Top Model” showcased her keen eye for talent and fashion acumen.
Additionally, Tara has been the official “Red Carpet Fashion Police” for the annual Murex D’or awards in Lebanon. Her regular segment, “Glam Me Up,” on MTV’s Ana Imra show, offered fashion makeover advice, endearing her to a broad audience. Her international appeal was further highlighted with a live appearance on Los Angeles’ popular Samira’s Show.
Emceeing and Philanthropy: A Heartfelt Commitment
Beyond the glitz and glamour, Tara is deeply committed to philanthropy. She frequently emcees events across the region, particularly those centered around charitable causes and F&B award shows. Her passion for giving back is evident in her active participation in various humanitarian initiatives.
Expo 2020 and Cultural Promotions
Tara’s expertise was instrumental during Expo 2020, where she organized numerous VIP and dignitary events for countries like Jamaica and Portugal. Her efforts extended beyond event management; she played a pivotal role in promoting tourism and investments for these nations, showcasing her versatility and global outlook.
Her passion for art led her to collaborate with the Ras Al Khaimah Fine Arts Festival. By working closely with the festival’s team, Tara has been pivotal in showcasing regional talent and is continually scouting for global artists to participate, fostering a rich cultural exchange.
Upcoming Health and Wellness Retreats
Looking ahead to 2025, Tara is set to embark on a new venture: hosting health and wellness retreats. The inaugural retreat will take place at the award-winning “The Farm at San Benito” in the Philippines. Plans are underway to expand this model to select destinations within the GCC and India, reflecting Tara’s commitment to holistic well-being and her entrepreneurial spirit.
A Voice for the Voiceless: Humanitarian Efforts
Tara’s compassion extends to her humanitarian work. As a speaker at TEDx in Kuwait, she has used her platform to raise awareness for Syrian refugee children and the homeless in Lebanon. In 2015, she founded HOPE (Happiness of Positive Education), an initiative dedicated to spreading awareness and providing support to the underprivileged. Her unwavering dedication to humanitarian causes underscores her belief in using her influence for the greater good.
Conclusion
Tara Sillery’s journey from an Irish expatriate to the “Fashion PR Empress” of the Middle East is a narrative of passion, resilience, and an unyielding commitment to excellence. Through PR Passion, her media appearances, and philanthropic endeavors, Tara continues to leave an indelible mark on the fashion industry and beyond, inspiring many with her multifaceted contributions
Do follow her on Instagram
Do follow gulf magazine on Instagram
