“A strategically thought out PR or branding campaign, a fascinating book, an effective message – it all begins with a well-crafted story.”

– Joseph Pastrana

The foundation of effective communication lies in crafting a clear and purposeful narrative. For J. Joseph Pastrana, storytelling is central to his work, whether in writing, public relations, or brand development. In this interview, he shares insights into his creative process, his professional journey, and his efforts to preserve and highlight the interconnected histories of fashion, dance, and the arts.

What inspired you to write your books, Mirrorball – Reflections of Dance & Fashion and Homespun – True Tales of Tweed? Can you share the journey behind these works?

As a journalist and a freelance public relations consultant I had been deeply immersed in the lifestyle and luxury industries for a couple of decades. Throughout my career I’ve had the opportunity to work with or write about brands in nearly every category. I’ve covered runway shows, critiqued collections, and profiled designers from Calvin Klein to Carolina Herrera. Consequently, I was approached by literary imprint Thane & Prose, which was looking to expand their non-fiction books with fashion and design titles. They commissioned a book about tweed, presenting me with this wonderful opportunity of shining light on how this legacy fabric is still very much relevant today. It took a couple of years of interviews, painstaking research, writing, and countless rounds of editing. But what ultimately proved to be more frustrating was we were about to go to print when the pandemic triggered the lockdown! After a little over a year of uncertainty, it finally went into publication. Luckily, it was received well enough for my publisher to be receptive when I pitched Mirrorball as a follow up. While each book is a standalone work, there are enough structural and tonal similarities for Mirrorball to serve as a companion piece to Homespun. Today, we’re hoping to make it a trilogy with the next book slated in a couple of years.

How do dance and fashion intersect in your view, and what stories do they tell when combined?

As distinct art forms, dance and fashion have defined the human experience across centuries and all over the world. That’s why it was so fascinating to explore our shared history and learn how these two not only shaped nightlife in multiple generations but collided, conspired and collaborated to create unforgettable movies, television shows, Broadway musicals, and masterful stage performances. “Mirrorball – Reflections of Dance & Fashion” examines important eras in ballet, disco, the jazz age as well as contemporary theater with shows like “Contact”, “A Chorus Line”, movies from “Saturday Night Fever” to “Moulin Rouge” and many others. The book chronicles the lives of designers, dancers, choreographers, artists, and other creatives, recounting the ways dance and fashion pushed and pulled at each other. We follow how the way people’s dressing style influenced how they danced. Then we see how the way people danced affected the way garments were designed. And throughout, we see the socio cultural context that paved the way to these transformations. As I point out in the book blurb – this is their story, this is your story…

Your career spans diverse industries, from public relations to writing. How have these experiences shaped your creative perspective?

I’ve always viewed my work as an ongoing journey of growth, of constantly expanding the horizons of my historical knowledge in various artistic disciplines, and consistently honing my skills. When I started writing for public relations, it was in following the journalistic standards of writing news and press releases. This evolved into writing features, which is a completely different way of writing. Then writing a book advanced my capabilities from short form to long form. Each of those forms requires distinct sets of considerations and approaches. And if you have to delve into different industries and art forms, you learn their particular vocabularies. As in life, I believe that opening yourself up to experiences and learning is a valuable opportunity for growth.

Can you share a memorable milestone or achievement in your career that significantly impacted your journey?

As far as I’m concerned, both books represent the most important milestones of my career. Not only do the subject matters embody the collected span of my professional experience but having successfully completed them is a testament to my growth as a writer. Homespun is of course the first – so there’s a kind of satisfaction at having achieved it. As I mentioned, writing long form is entirely different from the kind of pieces I had been writing prior. But then, we get to Mirrorball, which I feel gives my authorship follow through—proof, as it were, that the first wasn’t just a one-off. And in my personal opinion, Mirrorball is better written, better structured and has even more fascinating stories. In many ways I have a more personal connection to it, frankly. So if I had to look back they will always be my most memorable milestones.

In your book “Homespun – True Tales of Tweed” you explore the legacy of tweed. Why do you think this material has such enduring cultural significance?

Tweed really stands apart from other natural fabrics for its density, tactile quality, and for providing a seemingly endless variety of colors and patterns. But even more impressively, it embodies – simultaneously – a rich sense of history and a very contemporary attitude. That’s why every generation has claimed it for their own, interpreting it in ways very specific to their times. It’s appealed to paupers and kings and everyone in between!

As a public relations consultant, what strategies have you found most effective for helping brands resonate authentically with their audiences?

The key word there is ‘authentically’. That’s always your best way of engaging with your customers. Even if one were to assume that you could ‘spin’ a story to make your brand ‘more appealing’, a false narrative will always carry with it – an air of falsehood. Just staying true to what you are and what you stand for isn’t just easier to sustain but eventually resonates more deeply than making something up.

Fashion and lifestyle trends evolve quickly. How do you stay inspired and ahead of the curve in these dynamic industries?

That’s actually easier than you might imagine because they are creative industries that thrive on innovation and evolution. So there’s always something exciting and new to discover. But if you’ve worked in these industries as long as I have, you kind of know what to look out for, what social and cultural signs to keep an eye on. You may not accurately predict the outcomes. But you can fairly ‘anticipate’ what direction/s we’re headed.

Can you share a bit about your advocacy or passion projects outside of your professional work?

My passion projects happen to be my professional work. I admit to being your typical overworked and over caffeinated New Yorker. But I sustain my enthusiasm for anything I take on by living and working in alignment with my dedication to progressive values. I only choose to work on brands and with other entities that are dedicated to equity, diversity, fairness, and social responsibility. Because, at the end of the day, that’s the only way you can create with integrity and authenticity. All my projects involve these value sets that I hope to be a positive contribution to society.

What role does storytelling play in your work, whether through writing, PR, or branding campaigns?

A strategically thought out PR or branding campaign, a fascinating book, an effective message – it all begins with a well crafted story. Sure, there are conventions you can follow, structures that connect to how we relate to the world as human beings. But ultimately, it all comes down to establishing an emotional connection with your audience. That’s where storytelling comes in. If you know how to tell a story, you know that it can only be told with heart and soul. If your tale doesn’t have that, then it won’t engage the people you are trying to reach. Then you will have failed in communicating your message. So, in essence, storytelling is the most crucial role in everything I do.

Looking to the future, what do you hope to accomplish next, and what message do you aim to leave through your work?

I am currently working on my third book, which I hope continues what I started with the first and second books. That is to say – while each one can stand on its own merit – I am endeavoring to create a cohesive through line that brings them all together as a trilogy. But beyond whatever artistic value I hope to accomplish, the real point and message I want to convey is a telling of these valuable stories. I hope that in my small way I am contributing to preserving the history of these amazing people who live, work and have died in dedication to fashion and the arts. In this age of fractured interests, we are losing so much valuable information about our collective past. Fewer and fewer young people have even the most basic awareness of how fashion, dance, design, architecture, music, films, television, performance, and even social interactions in real life evolved. With my books I hope to underscore the valuable contributions of some truly brilliant artists from various walks of life – men, women, people of every color, immigrants, queer or LGBTQ+ individuals – in the shaping of our shared histories.
Interviewee’s bio J. Joseph Pastrana is a New York-based author, fashion journalist, and public relations consultant. His extensive professional experience encompasses a wide range of lifestyle and corporate accounts. He was fashion director for trade publication MetroStyle for which he covered seasonal Fashion Weeks in New York, Paris and Milan, profiling and reviewing designers and collections including Calvin Klein, Oscar de la Renta, Carolina Herrera, Bill Blass, Van Cleef & Arpels, Saks Fifth Ave, Sotheby’s, Louis Vuitton, Patek Philippe and others. Today, he continues to provide public relations and brand development services while writing about fashion, art, interior design and luxury.​

“With my books I hope to underscore the valuable contributions of some truly brilliant artists from various walks of life – men, women, people of every color, immigrants, queer or LGBTQ+ individuals – in the shaping of our shared histories.”

– Joseph Pastrana

Links

• LinkedIn
• Website

Share Your Insights

We’d love to hear your thoughts on J. Joseph Pastrana’s insights and creative journey. Share your reflections in the comments below:

• What role do you see creativity playing in preserving cultural history?
• How do you think storytelling influences your favorite art forms?
• Which intersection of fashion, dance, or another art form has inspired you the most?

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