LA Style: Serene Cicora
President of HSM PR

Serene Cicora knows Los Angeles, confidentially. She knows its physical dimensions-its boulevards, streets, back roads and alleys. She knows its nightclubs, restaurants, stores and boutiques, its beauty parlors as well as its tattoo parlors. She knows it like the Thomas Guide: but she knows its heart as well. After all, Serene was born and raised here.

Serene began her career in fashion as a model in the 1980’s. After traveling the world, she returned to Los Angeles in 1985, and began working for IT Model’s/Omar’s Men as the agency director. After ten years as a modeling agent, Serene turned her hand to booking hair, make-up and stylist as the Director of the Style Division at Visage RPS.

In 2000, Serene opened the Los Angeles office of 7th House PR, where she cut her PR teeth developing such fashion pioneers as Imitation of Christ, Rick Owens and loyandford. In 2002, she expanded her PR experience working with Lizzie Grubman PR, where she learned the ins and outs of corporate branding, working with such clients as Pony, CLS, DDF and Jay – Z to only name a few.

In 2001, Serene was approached by Dean and Davis Factor to assemble the first smashboxfashionweeklosangeles. The event was a huge success; so much so that it was not long before Smashbox merged with 7 th on 6 th and Los Angeles Fashion Week quickly made a name for itself.

HSM PR was established in the same year. Although HSM PR is a relatively new company, President Serene Cicora has a vast knowledge of the fashion industry. Considered a Hollywood “it” girl by many, Serene Cicora brings her vast rolodex and business savvy to HSM PR, as well as an intelligent PR representation. HSM PR promises it clients exclusive access to Hollywood’s elite crowd of celebrities and fashionistas.

Serene Cicora is a tour de force, she is the girl who knows everyone and who everyone wants to know. Los Angeles is Serene’s playground and she plays to win.

Factio Magazine: What are your style tips for holiday dressing?
Serene Cicora: Accessories that are bold and sparkly can really change an outfit. And just because it’s the holidays doesn’t mean you should wear red & green.

FM: What key fashion pieces do you have your eye on this season?
SC: Tracy Ross boots!!!

FM: What’s your biggest fashion vice… ?
SC: Cashmere and jeans!! What do you have to have every season? New boots! And, what did you have to have this season? Jeans are a staple in my closet, I love the Frankie B. four inch zipper jeans. For those woman that think you have to be a stick to wear Frankie B., think again. I am a big girl and it’s the only jean I wear.….. I just bought the most amazing dark navy Bruno Manetti sweater at Tracy Ross, it is part sweater, part wrap. It’s amazing and I can’t wait to wear it.

FM: What’s a fashion no-no, when attending special events, galas, and more?
SC: Not wearing the proper coat/jacket because you want to show off you outfit. No one looks good with blue lips.

FM:  What’s your signature style?  
SC: Stevie Nicks meets Xene from X -

FM: Define the style in your city.
SC: LA is a casual city.

FM: Which ladies from which city worldwide do you think has or had the most impeccable style?
SC: Parisians hands down.

FM: How fast can you get ready for an event?
SC: Shower and all – a half hour.

FM: Any tips?
SC: Have two choices laid out to try on after you have done your make-up and hair.