I wanted to interview Alisa Volskaya, the founder of the public relations firm AVEC, for a few reasons. First of all, every time I would bump into her at a fashion show or event, our conversations about the state of the industry, future trends, and fashion in general always went well past surface chit-chat. Secondly, I was impressed by her drive and third, it just takes a lot of guts to launch a PR company during a moment when that field is in the middle of such a paradigm shift. Not to mention doing it in 2020, the year the world stood still.Alisa started out her career working at Condé Nast International in Paris and was in charge of the fashion publishing house’s digital projects and partnerships. In 2015, she became the Executive Director at Naked Heart France, a charity founded by the top model and philanthropist Natalia Vodianova, where she was in charge of international fundraising and partnerships. Then just five years later, she decided to go out on her own and launch her firm AVEC. Alisa’s PR philosophy is right there in the name of her business - AVEC. She sees the work that she does for brands like Chaumet, Ralph Lauren, Chopard, and Balmain as a real partnership. One where her role is to be there with the companies every step of the way in their strategy journey, from conception to completion. But what exactly does that mean in the post-pandemic, social media-centric metaverse world we now inhabit? Alisa, just like every other time I have spoken with her, had some insightful and sometimes surprising answers.