'Once the silent generators of news, the press and PRs of fashion are making headlines of their own. In a PR maze of brand control and power, designers are now faced with a question crucial to their futures: how controlling do you want your PR to be?'

Our latest Behind The Seams essay focuses on a season where relations between press and PRs threatened to eclipse the clothes on show thanks to a well-publicised showdown between Cathy Horyn and Hedi Slimane and an ill-advised bitch slap at Zac Posen. Writer Anders Christian Madsen gives his take on the tension in this witty exploration of a PR system that centres on brand control and power plays.

Read The Cold War of Fashion now!