BY JAY AQUINO

NOVEMBER 16, 2025

Building an iconic fashion brand demands more than great clothes; it requires a meticulous strategy that can scale, resonate, and—most importantly—remain relevant in an ever-shifting cultural landscape. As fashion leans further into narrative, publicists have become the custodians of those stories, guiding a brand’s transformation from a promising name into a cultural fixture. It’s this creative power that Jayson Cortez, founder of & Public Relations, wields with rare precision—crafting moments so attuned to timing, influence, and mood that his clients effortlessly find themselves at the very pulse of the zeitgeist.

IMAGE SOURCE: & PUBLIC RELATIONS

Born and raised in Pampanga as one of eight siblings, Cortez grew up in a home that understood chaos, creativity, and community long before those became marketing buzzwords. That raw and communal environment became the perfect training ground for someone who would later shape how brands communicate their identities. He studied Computer Science at the Polytechnic University of the Philippines, and at 22, he moved to Dubai to pursue a completely different path. “When I was 22, I moved to Dubai, and that’s where I really explored different sides of myself. I tried my hand at advertising, marketing, design, photography, content creation—you name it,” Cortez explains.

It was only in 2022, when Cortez moved to Los Angeles, that he discovered where he truly belonged. “I first came to LA because of a past relationship. That didn’t work out, but what I did find here was so much more: a home, a career I love, amazing friends and colleagues, and a new partner. I feel like the city really embraced me, and I’m so grateful for the opportunities it’s given me.” Cortez’s path to fashion PR was built in LA—almost by accident. Initially seeking a way into the entertainment world, he took a position at a fashion PR agency. “I really got to learn the ropes—everything from how stylists pull looks for red carpets to how designers position their collections. It was a crash course in the industry, and it gave me the foundation (and confidence) to eventually branch out on my own.”

That immersion sharpened his eye for archival fashion—such as Bob Mackie or vintage Chanel—as he believes great design does not have an expiration date. “They’re history, nostalgia, and glamour all wrapped into one. It’s a reminder that clothes can outlive trends, and when the right person wears them, they become iconic all over again.” He also admires Jonathan Anderson, especially during his Loewe era, reflecting the same instinct: a love for work that bends expectations, challenges the familiar, and pushes the conversation forward.

His firm is building a reputation for its ability to connect both brands and talent to the right cultural moment. Recently, he worked with Wicked star Boyen Yang, alongside men’s fashion stylist Michael Fisher, Molly MacIntosh, and men’s groomer Kyumin Sonia Lee, for the 5th Annual Academy Museum Gala, where Yang wore a button-embroidered double-breasted jacket and pants by Denzil Patrick. Cortez’s approach to dressing talent is fluid, always adapting to the ever-changing dynamics of celebrity culture and red-carpet moments. “I look for pieces that can play to different narratives—something bold for a red carpet, something sleek for press appearances, something experimental for editorial,” he says.

IMAGE SOURCE: & PUBLIC RELATIONS

That same sense of intentionality extends to how he builds his business. Fashion is a notoriously tough industry to break into, especially in this day and age, where agencies, creators, and freelancers compete for a seat at the table. But for Cortez, the approach is far more curated by design. “I’ve been very intentional about the brands we bring in—I want each designer to have their own lane, their own vibe, without overlapping or competing with each other. Keeping the agency boutique is important for that reason.”

Looking ahead, Cortez is optimistic about the fashion scene in the Philippines, which he believes is on the brink of a new wave of global recognition. “Young designers and fashion lovers are blending Western streetwear with traditional Filipino elements, creating fresh, unique looks,” he says. As for the future of his agency, Cortez has a list of celebrities he hopes to dress and plans to expand his brand’s wheelhouse. “I’m in the process of bringing new designers on board, which is really exciting, and of course, continuing to build meaningful connections in the industry.”

Cortez stands out not just for keeping pace, but for shaping where culture turns next. His journey—from a crowded home in Pampanga, to the creative crucible of Dubai, to finding clarity and purpose in Los Angeles—embodies the ethos he brings to fashion PR: instinctive, intentional, and unafraid of reinvention. As he continues to champion designers, cultivate talent, and carve out uniquely resonant moments, Cortez isn’t simply building an agency—he’s building a legacy rooted in storytelling, community, and vision.

Discover & Public Relations here.