As Nicole Miller nears its 45th anniversary, the brand is looking back to its archives and its New York roots while mapping out what comes next. Preeti Singh, VP of Marketing, has spent her career across nearly every corner of the fashion business, and she brings that range to the task of making a heritage label feel current. Here, she shares how she’s approaching a milestone year, the shifts in the brand’s storytelling, and what it really takes to build a career in fashion. 

How did you get your start in the marcomms industry, and what drew you to fashion?

I was a marketing major at Miami University, but my interest in the industry started long before that. Growing up, I was drawn to fashion, the creativity behind it, and the way it allows people to express their individuality.

My path into marketing, however, wasn't linear. I began my career on the business side of retail, working in sourcing and product development at Target Corp before moving into merchandising and eventually merchandise marketing at Macy’s. Those early experiences gave me an invaluable understanding of the industry from the ground up—from how products are developed and brought to market to how retailers connect with consumers.

It was through those experiences that I found my way into marketing, where I could bring together my passion for fashion, creativity, and business strategy. My first dedicated marketing role at Macy’s and Aeropostale opened the door to a career spanning brand building, integrated marketing, partnerships, licensing, retail, and communications.

Looking back, I wouldn't change the path I took. Having worked across so many facets of the business has shaped the way I approach marketing today. I believe the strongest brand storytelling comes from understanding not only the creative vision, but also the product, the customer, and the business behind it.

What does your role as VP of Marketing at Nicole Miller entail?

As VP of Marketing at Nicole Miller, I oversee the brand's marketing strategy and execution, with a focus on strengthening its legacy while positioning it for its next phase of growth. My role spans the full marketing ecosystem, including brand strategy, public relations, digital, social media, e-commerce, content, creative, partnerships, and omnichannel marketing.

A significant part of my role is ensuring that Nicole Miller's distinctive identity and creative vision translate consistently across an increasingly diverse portfolio of fashion and lifestyle categories, retail partners, and consumer touchpoints. Because the brand operates through a licensing model, I also work closely with our internal leadership, licensees, retailers, and external partners to develop go-to-market strategies, build brand awareness, and identify new opportunities for growth.

I'm particularly focused on modernizing how we tell the Nicole Miller story—connecting the brand's rich heritage with today's consumer through relevant storytelling, strategic partnerships, and an evolving digital presence.

Ultimately, my role is about balancing the creative and commercial sides of the business: protecting what makes Nicole Miller iconic while finding new ways to make the brand relevant, accessible, and exciting for the next generation of consumers.

Nicole Miller is approaching its 45th anniversary in 2027. How are you thinking about celebrating that legacy while keeping the brand feeling fresh and relevant to today’s consumer?

As Nicole Miller approaches 45 years in 2027, we’re celebrating the milestone with a year of storytelling and initiatives that bring the brand’s history to life. A key part of that is revisiting the archives and iconic designs and reimagining them for today. 

We’re using this milestone to celebrate Nicole’s legacy while connecting with expanded audiences, exploring new collaborations, and continuing to evolve across fashion and lifestyle categories. 

We’re also looking to engage longtime fans and new consumers by tapping into their personal connections with Nicole Miller, inviting them to share their favorite memories and special moments in NM. It’s about honoring 45 years of iconic style while making the next chapter a shared celebratory experience.

The brand’s SS27 presentation kicks off a year of anniversary celebrations. What role does the presentation play in setting the tone for the year ahead, and how do you extend that energy beyond the show itself?

We started the 45th anniversary celebration early by unveiling our Spring/Summer 2027 Nicole Miller Collection at the iconic Hotel Chelsea, which was a perfect backdrop to the brand’s New York City roots. The presentation celebrated Nicole Miller’s four decades of creativity, bringing archival influences and signature designs into a modern collection that reflects the brand’s evolution. 

Through the anniversary campaign, NM STATE OF MIND, we’re honoring the New York spirit that has shaped Nicole’s vision since 1982 while looking ahead to the next generation of Nicole Miller.

Beyond the collection and campaign, we’re extending the energy through archival storytelling, social content, brand partnerships, and bespoke experiential moments that brings the legacy into its next chapter. 

We want the anniversary to feel like a yearlong celebration that invites our community to be part of Nicole Miller’s story.

As a heritage brand now owned by Gordon Brothers, how has the private equity business model shaped your marketing strategy and priorities?

The Gordon Brothers ownership model has helped shape a more focused, agile approach to marketing, with an emphasis on building brand awareness while driving measurable business results. As a fully licensed brand, collaboration is central to our strategy. I work closely with our licensees and retail partners to ensure consistent brand positioning, coordinated go-to-market efforts, and marketing investments that support growth. The priority is to maximize the value of Nicole Miller’s heritage and distinctive identity while identifying new opportunities to expand the brand across categories, channels, and markets.

With collaborations, events, and new retail distribution all on the horizon, how do you build a cohesive brand narrative across so many touchpoints?

It starts with a clear understanding of what makes Nicole Miller distinctive: its New York roots, bold prints, creative spirit, and ability to balance timeless style with a modern edge. Whether we’re launching a collaboration, hosting an event, or entering a new retail channel, every touchpoint should reflect those brand pillars while being tailored to its audience. 

Having Nicole herself actively involved is invaluable as her creative vision for the brand help ensure authenticity and consistency across channels. I work closely with her, our licensees, and partners to make sure every initiative feels connected and contributes to the larger brand story.

How has Nicole Miller’s approach to social media and creator partnerships evolved, and what role do they play in the brand’s overall marketing strategy today?

We’ve shifted social from primarily showcasing product to creating a more engaging view into the world of Nicole Miller. That includes tapping into our archives, highlighting Nicole’s creative process, developing recurring content series, and connecting our collections to fashion, art, travel, and culture. We’re also being more intentional with creator partnerships, working with voices who naturally align with the brand and can introduce Nicole Miller to new audiences. Social and creators are key to making our 45-year heritage feel current, building community, and turning brand awareness into discovery and engagement.

As a fashion industry insider, what are some of your favorite pieces for this fall and winter? 

Over the years I’ve become more understated with my style and focused on longevity with investment pieces vs chasing the trends. Great outerwear is an absolute must since many people don’t see what’s underneath in the colder months, but tailored separates and statement accessories go a long way as well. More specifically, I have been coveting the Bvlgari Serpenti Tubogas watch and a black cashmere shawl collar coat for this season. It is also a busy time for events and celebrations so pieces that can transition from day to evening are important. 

What advice would you offer to marketing and PR professionals looking to build a career in fashion?

My biggest advice is to stay curious, remain open to learning, and never underestimate the value of any opportunity. Fashion is a constantly evolving industry, so you have to be willing to challenge the status quo, embrace change, and find new ways of doing things. It’s not an industry for the complacent. 

My own career has taken me across different areas of the fashion business, and each experience has taught me something that has helped shape the next step. Be willing to step outside your comfort zone, build relationships, and approach every role as a chance to grow. You never know where an opportunity may lead, so treat each experience as a step to something greater.