Sarah Gale is the accomplished, inspirational and remarkable Public Relations executive who has been cultivating Melbourne’s fashion, art and creative scenes for the past two decades. Sarah has led the renowned PR agency AMPR as Managing Director, and most recently as Executive Director with her impeccable strategic knowledge, adeptness at delivering world-class events and campaigns for clients, and genuine interpersonal skills. She is also one of the nicest people in the industry and leads her incredible team with passion, empathy and collaboration. This is set to be Sarah’s 20th year involved with the (PayPal) Melbourne Fashion Festival, and she is the first in our interview series on Leading Women in Fashion, as we set to highlight what it means to be a woman at the forefront of their chosen industry within the fashion space.

Your remarkable career in Public Relations has spanned over two decades, beginning at AMPR back in 2004, of which you are now the Executive Director. As you reflect over the past 20 years, with an enviable list of amazing clients and world-class events to look back on, what has stood out as one of your proudest career moments so far?

I always find this question tough to answer because there have been so many proud career moments! Working on the Melbourne Fashion Festival is certainly one of them, seeing it grow and evolve over the past 20 years and contributing to its continued success.  

The season launches for David Jones in my early years at AMPR were always a thrill and an incredible way to make connections and learn the ropes from some of the best in the biz.  

Launching Zara in Australia was also a major career milestone, where I had the opportunity to collaborate with international teams to bring the brand to life across the country and in New Zealand.

More recently, the NGV Gala has become a highlight each year, working alongside the dynamic NGV team to deliver this world-class event that celebrates the creative industries and showcases the true fashion-forward spirit of Melburnians!

This is set to be your 20th year of fashion week with AMPR at the helm. This year, PayPal Melbourne Fashion Festival is back at the iconic Royal Exhibition Building with a program bursting with creativity, innovation and style. What have been some of your favourite moments from the festival over the years?

I am so honoured to have been on the Festival journey for the past 20 years. As an advocate for the Australian fashion industry, it was always my dream to contribute to, and promote, Australia’s design and creative talent.

Some of my favourite moments have included body positivity advocate Ashley Graham walking the runway in 2019; meeting the inspiring L‘Oreal Ambassador Amy Mullins in 2012; supermodel Helena Christensen on the catwalk in 2011 (and again in 2018); and the Business Seminar featuring some incredible guests such as Jane Shepherdson, Jasper Conran and Renzo Russo.

Looking ahead to (Mad) March, what are you most excited about clients, guests and consumers experiencing at the 2025 PayPal Melbourne Fashion Festival? And what are you most looking forward to?

The backdrop of the Royal Exhibition Building never fails to take my breath away on a warm Melbourne night, with the city’s best-dressed fashion enthusiasts mingling and soaking in the atmosphere. I’m also excited for Australia’s most prestigious fashion award, the National Designer Award presented by David Jones, which will feature a Premium Runway experience for consumers on Tuesday night for the first time. The Grand Showcase on Friday, featuring Steven Khalil, is also set to be another major highlight!

What have been the most significant transformations to the festival that you have witnessed over the years and why do you think it is such a popular and much-loved event on the Melbourne fashion calendar?

Over the past 26 years, the fashion industry has evolved dramatically. Once defined by a traditional calendar where runway pieces hit stores months after being showcased at B2B fashion events such as Australian Fashion Week, the industry has shifted towards a more immediate “See Now, Buy Now” model that drives direct consumer engagement; a model that Festival has embraced since 1996.

This shift reflects a broader transformation within the industry, responding to the rapidly changing demands of consumers seeking instant gratification. Digital technology and social media have fuelled this transition, influencing how collections are received and highlighting the importance of consumer fashion events such as the Melbourne Fashion Festival.

The Festival has always been for the consumers, but the rise of social media and street style photography has extended the experience to be as much about what’s on the catwalk as it is about what people are wearing off the catwalk. This has really added to the Festival’s ‘fashiontainment’ and put the consumers at the forefront.

What do you love most about Australian fashion and Melbourne style in particular?

I love Australia’s unique design aesthetic. I especially love Melbourne style, our love of fashion, of dressing up and dressing for the seasons.

Which has been your favourite designer runway(s) from the festival that had a lasting impact or that you just loved?

One of my favourite shows was the Romance was Born closing runway at the NGV in 2015. The collection, Bush Magic, took inspiration from May Gibb’s iconic Gumnut Babies children’s books and the Australian outback. The show was fully immersive; from the lighting, the sounds of the outback and even the smell of gum leaves! 

The runways in 2021 were also very memorable, as we returned to live events post COVID; albeit very differently. I can still remember the thrill and relief of welcoming fashion lovers from across the country to enjoy their first in-person fashion show at the decadent State Library featuring some of our most celebrated (and my favourite) Aussie designers including, Scanlan & Theodore, Aje, Bassike and Viktoria & Woods.

AMPR is a renowned and highly respected PR agency. What would you say sets AMPR apart?

Established in 1991, AMPR is a well-established and trusted brand. We have a team of over 26 specialists across brand and corporate communications, talent procurement, event management and content production. We pride ourselves on delivering cost effective and measurable campaigns. 

Our people are at the heart of what we do and undoubtedly what sets us apart. Our long-term partnership with clients is also a point of difference. We have worked with clients like the Festival for over 20 years, David Jones for over 18 years, Forever New for over 15 years – and the list goes on. This is something I am exceptionally proud of. We are an extension of our client’s team and I believe this mutual trust is the key to success.  

What have you discovered about yourself that makes you perfect for the PR industry? Was it something you always wanted to be involved in and how did you come to start your career at AMPR?

Quite simply I love what I do and who I get to do it with. Despite the long hours, pressure and stress I thrive working in an agency environment. I enjoy the fast pace and having the opportunity to work with and get to know different people, clients and industries. No two days are ever the same and being able to contribute to a brand’s growth and success is something that is extremely satisfying.

How important is it to work with a strong team of like-minded individuals, and what would you say is the AMPR team’s greatest asset?

For me, it is essential to work with a strong team of like-minded people – it is the reason I get out of bed each day and why I still love what I do. We have a team of 26 communication specialists with different skills, experiences and diverse backgrounds, but we all share a passion for what we do and a desire to excel and be the best we can be. We challenge each other daily. It sounds cliché but our team’s passion and energy is our greatest asset. These are two of the core values that drove Ann Morrison when she started AMPR in 1991 and is the legacy that we try to honour 34 years on.

As a predominantly women-led team at both AMPR and PayPal Melbourne Fashion Festival, how important is it to advocate for women in business and in executive circles? How has this female cohort shaped how the industry is led, and how important is it for you to nurture and support women in your workplace?

92% of our team members are women. As such, advocating for women in business and executive circles is incredibly important to me. I believe having diverse voices at the leadership table, especially women, has led to more inclusive decision-making, innovative solutions, and a broader understanding of the market. 

The female cohort in leadership brings a unique perspective, fostering a more collaborative and empathetic approach to business, and creating environments where employees feel valued and heard. This shift has positively impacted how industries are led, encouraging growth, empathy, and an evolving culture of empowerment.

Having been at an executive level for many years now, what do you have in your arsenal to draw from when your schedule seems overwhelming or life admin is at capacity? What is your advice for managing that work/life balance?

I won’t lie, the work/ life balance is tough, and there are days when I feel like I’m falling short on everything. But I truly believe that when you love what you do and who you’re doing it with, it doesn’t feel like work – you just figure out how to make it all work and try to have fun along the way.  

I’ve learnt to not be too hard on myself and to try and prioritise what is most important – you can’t say yes to everything (even if you want to). Having a good support network at home certainly helps, especially with the kids, and trying to switch off and be present when you are at home.

Exercise also plays a big role in keeping me mentally sharp, motivated and happy.

What is the most rewarding part of your job and what can sometimes be the most difficult?

Managing people is by far the most rewarding but also can be the most challenging part of our job. Determining and understanding what motivates different generations is a constant and ongoing priority as a business manager and one that genuinely interests me.

PR is an industry whose foundations are built on relationships and the ability to communicate effectively. Thinking about the progression of technology, namely the boom of the internet and social media rise, how has this enabled you and your team to continue those relationships at a personal level whilst still adopting the latest in technology?

Relationships and connectivity are at the heart of everything we do and the internet or social media hasn’t changed that. Whilst ten years ago we were only dealing with press and stylists, today our black book extends to influencers and contents creators as well.

We are constantly uncovering new online creators who provide authentic content to inspire our various communities, connecting the right people with brands to leverage relationships for mutual benefit.

Personally, I find the evolution of our industry incredibly exciting, discovering new and interesting ways of doing things and influencing our audiences really motivates me.

Do you think there are common misconceptions around PR, and how would you like to change them?

A common misconception about PR is that it’s all about hosting parties and sending out press releases. While this is certainly a part of PR, it’s so much more!

Our job is to build and maintain a positive image for our clients through strategic communication. This includes managing relationships with (and the expectations of) various stakeholders, handling crises, creating engaging content, and shaping public perception.

We help brands to authentically communicate with their audiences and build trust over time and, in today’s world, I think the need for PR is greater than ever.

Lastly, what is next on the horizon for AMPR and for yourself, both professionally and personally?

With an expanding roster of high-profile clients, AMPR is poised for even greater growth in the coming months. For me personally, I am looking forward to settling into my new(ish) role of Executive Director, further expanding the business and taking on some exciting new challenges.

TICKETS TO THE 2025 PAYPAL MELBOURNE FASHION FESTIVAL ARE STILL AVAILABLE. PREMIUM RUNWAY TICKETS ARE AVAILABLE TO PURCHASE VIA: https://melbournefashionfestival.com.au/