The Download: Meet Hum Fleming, Fashion & Lifestyle PR Business Owner

I read Art History at university, and loved it however quickly realised due to epilepsy and a memory impairment that sadly it was unlikely I would be able to succeed in that industry in the long term.

A friend then suggested PR, as it was fast moving and I wouldn’t need to rely so much on long term memory, especially in fashion given its mostly seasonal. After an internship at an amazing corporate company, Freuds, I then went to work with Dee Vesali, and my fashion PR journey started.

I worked at Dee Vesali which was a small independent boutique fashion PR, there was a team of three of us – including Dee. I was thrown in the deep end and learnt a lot very quickly, she was an amazing mentor, we’re still great friends. I loved it as she had a mix of brands, including accessories; jewellery, handbags and footwear, as well as clothing, she taught me everything from the ground up and after a year or two I was managing and running some of her clients.

It was only when I felt ready and had all the building blocks and experience in place that I decided to go freelance. I was lucky to work with Gracie Egan who was great, especially in VIP and Events, and given my strength then lay in traditional press it was a great partnership. I met Marie Louise Maxwell through working on Penelope Chilvers together and she’s a wizard at PR and incredible source of knowledge and experience, especially with regards to social media; being an influencer as well as PR herself. I still work alongside both of them on different clients, and together we look after some incredible clients, which I am always grateful for.

Having the balls to actually go solo! After having Dee as my mentor, right arm and someone I relied on to discuss everything with, and always get a second opinion and advice from.

When I moved freelance I had clients from the start – I made the decision knowing I already had two brands ready to work with me and who had seen my results through the companies I’d worked at before. I had my business account already set up, I work from home predominantly so didn’t need to pay for office space, so I didn’t need investment. It was a risk but we hit the ground running.

Epilepsy. I have had epilepsy since I was 13, and have learnt to live with it and the repercussions from a young age, and managed ok. However during 2024 I had a really bad period, experiencing 27 seizures in one month.

A lot was down to stress, my father was unwell and I had a lot of clients, it was only then that I actually took a moment to stop and reflect on what I could actually personally manage. I stopped saying yes to everything and made the decision to be more informed in what I wanted and could do. I made my health a priority a long side my clients and found a balance I had been missing.

I am still freelance, so take a lot of brands and projects on – but am lucky enough to work with both Marie Louise and Gracie on different accounts, we definitely compliment each other strength wise. So they are the team members I have in place for my current clients and I wouldn’t get the results I get without them. 

I’ve worked with some amazing brands and clients. Media wise – we’ve secured some great coverage together. So the results have spoken for themselves, and reached a wide readership audience – plus when clients share coverage on social it really helps to broaden the reach.

I’ve also been lucky to have introductions from clients or friends to new brands to work with. PR is an amazing industry where you often find new opportunities through your own clients, press contacts or at events etc.

I think when a client decides to go ‘in house’, it’s always sad and difficult especially if you’ve got them great results, and are close –  But if they have grown their business so much, with the help of the coverage you have secured, then you have to see it as a positive and no reflection on you.

Boxing. I work out at the most amazing boxing gym called Box Clever Sports with Pete Liggins. After one PT I feel energised, all negative thoughts or worries disappear.

He is like a therapist and coach – without even knowing! as my mental health benefits even more than my physical from one class or PT with them. It’s high octane, intense training, not for the faint hearted but I feel alive doing it.

Don’t doubt yourself, time flies and there is no point living with any regrets. If you have the right support system in place, right experience and supportive friends, take that leap of faith and believe in you!