If technology has profoundly changed the ways in which the industry operates now, fashion remains a business based on relationships and sometimes friendships, too. For Aurélie de Burbure, who is as familiar with prestigious luxury brands as she is with smaller independent labels, what matters is the quality of the work, the depth of the storytelling, and how it can be shared -and promoted- to the right discerning audience.

When Meryll Rogge launched her eponymous brand in 2020, she approached Aurélie de Burbure to do her PR. In May 2020, de Burbure dealt an exclusive with The New York Times Style Magazine, introducing Rogge’s brand to a global audience. Rogge won the ANDAM prize last July and was recently named Marni’s new Creative Director. The truth is that Rogge and de Burbure have known each other for decades, which perhaps explains why their relationship is so symbiotic.

In this exclusive interview, we caught up with de Burbure to talk about her career path, working with luxury brands and why she thinks authenticity and consistency are paramount for brands.

Have you always been interested in communication? And what did you study?

I have a bachelor’s degree in Marketing and Communication, which I got at Erasmushogeschool in Brussels. And although I also have an interest in art, I was always passionate about media, fashion and creativity.

What do you remember as your first significant steps within that field?

I joined SUMO PR in Brussels in October 2009 and learned a lot there. I was working with Elias Papoudaris, who had founded the agency in Brussels, and it was a very good experience. The agency no longer exists, but he had a variety of clients that made it pretty interesting, ranging from luxury brands and independent Belgian designers to more commercial brands, such as Lacoste or Essentiel.

After, I worked for Scotch & Soda as PR and Media Manager. I really got to develop the business there and was collaborating closely with their headquarters in Amsterdam. That gave me precious insight into the ways bigger brands led their communication campaigns and what kind of events they were keen on organizing. In 2015, I joined Cartier’s communication team and that was the first time I worked for a luxury brand belonging to a larger group.

You were recently hired by Delvaux as Head of Public Relations, which also belongs to the Richemont Group. How do you balance this with your other clients?

Our agency Duchi de Burbure grew over time and was launched in January 2018. Having a partner means I can take on new projects and still work with existing clients. Delvaux is an outstanding Maison with incredible legacy and precious savoir-faire. One of my goals there will be to reconnect it with Belgian press while advising the company on image and strategy. Delvaux is very successful in Asia and in the US, but the brand puts events together in Europe and has several stores there, too. I’ve only been working with Delvaux for a few months, so it’s all quite new for me, but I’m already understanding a lot and finding Delvaux’s history truly fascinating.

Do you have mentors in this industry, or people who really took you under their wings?

Elias was important, because he gave me great insight into PR and how to handle certain things. I also had the chance to work with Sophie Carrée, who is truly wonderful and very generous with her time.

Sophie helped me a lot, too, when I arrived in Belgium. I always admired how she did her job, as you never had the feeling she was promoting something. It always felt natural.

That’s what our role is as PR agents. We’re not here to promote ourselves, but share the story of our clients with the world in the most seamless and authentic way possible.

Tell me about Meryll Rogge and how you met.

Meryll has been a friend for years and we went to the same boarding school. We stayed in touch over the years and our friendship grew over time. When she first talked to me about launching her own brand, I was really excited about it and knew she had potential.

Meryll has strong values and a taste of her own. We understand each other and I love being able to share her creativity with an audience that keeps growing season after season. When Meryll won the ANDAM prize in July 2025, it felt like she was finally getting the recognition she deserved. Everything goes so fast in fashion nowadays, and you have to stay strong and true to yourself. I can’t wait to see her first collection for Marni in Milan next year.

What do you think makes Belgian designers so special?

Their talent, consistency and ongoing creativity. Belgians are resourceful and good at making things happen with little means, too. And they tend to remain humble and grounded, regardless of the hype surrounding them.

Would you consider moving elsewhere and leaving Belgium?

I don’t know, to be honest, but I’m actually quite happy here with my family. It’s nice to enjoy some sort of distance, too, and stay away from the craziness of the main fashion capitals.