He is “Mr Public Relations”. The number one for the last thirty years. He made Spanish fashion renowned around the world and, for the first time, the Olympic Games honoured Spanish fashion with the top models of the ‘90s showing our best creations. He has organized the most exclusive parties and weddings all over Europe, perfectly choreographed by his genius. For the last year he has had a simple goal: to make Mallorca the epicentre of Mediterranean luxury.
What does Public Relations mean to you?
We are social set designers. We ensure that the client we work for is happy. The PR must anticipate what’s to come because we are at the beck and call of all worlds. I am proud of having organized events for historic events that took place in my country, such as the Olympics and the opening of the Guggenheim Museum in Bilbao. Those were an honour, it´s really difficult to explain.
You are the top Spanish public relations representative. How did you achieve this privileged position?
After I’d finished university, Armani discovered me for modelling. He taught me that being handsome was not enough to succeed. But it was the Spanish designers who asked me to fill front rows with great people. I guess it was my emotion that led to everything.
Nowadays everyone wants to be a model or PR, thinking it’s an easy job . . .
Success is based on hard work. I’ve met some of the most important models and what impresses you about them is their strength. Pat Cleveland changed my perception. I went to look for her and found a really unassuming woman. Once she made herself up, got dressed and started walking on the catwalk, she was totally transformed. It’s the most astonishing thing I’ve ever seen.
“We take care of the brand we are working for”
You really need to know how to find a balance, to know what works and what doesn’t, when to be, and when not to be. . . ?
A professional career is usually measured by what you haven’t done. A good public relations representative doesn´t attend parties. He should be creative at his office and not being exposed unnecessarily.
What milestones have marked your career?
Giving real value to the brand Made in Spain – turning it into an industrial product to sell worldwide. Those were my early years, I was so strong. I got to organize Cibeles and Gaudí. The ‘90s were marked by other sectors aiming to apply our experience in fashion to their business. I started working for major international brands. I took my strength in fashion to other fields. It was an impressive breakdown of barriers. The third stage is the one allowing me now to be very creative in tough times, getting stuff done with small budgets and tons of ideas.
What does luxury mean for Javier Escobar?
It is the impossible, what you can’t have. It´s always been there and it will always be, but we have to be really careful how we spread it.
How will you apply this creativity to Mallorca?
We are one of the capitals of the Mediterranean, with a natural elegance and a favourable climate. Palma is a balcony overlooking the Mediterranean, used to hosting unique experiences. Palma has great potential. I like the daring of the Mallorcan people, the terribly young who are working.
Your life experience has been both beautiful and very hard . . .
Life has taught me everything. Now I´m on the island and I’m happy. I have to be a kind of a magnet for the city now – like a chef, mixing professionals and artists together and getting a great result. Merge tradition and youth.
Your biggest achievement was the Village at La Copa del Rey; your goal is the ‘Nit del Born’…
At the Village I just closed my eyes and felt we were at an international event with no fights, no drugs, no drinking – just young beautiful people dancing at the seaside. It really defined a cool way of having fun at a touristic spot, considering the current crisis. La Nit del Born was a great challenge, one of the most difficult of my career. And no doubt next year will be flawless.
Do you like taking risks?
I do not do normal things; those are for other people. I can bring my acquired knowledge filled with energy and enthusiasm.
Let’s go back. What was your best working experience alongside a fashion designer?
I grew up with the Spanish designers. Among the international ones, I was deeply impressed by Gianni Versace and Tom Ford. Versace was a lovely man – sweet, kind and such a perfectionist. I organized a beautiful welcome dinner for him at the Italian Embassy. Tom Ford is a workaholic, very meticulous about quality, bordering on excellence. And he has the most exquisite taste.
What would you highlight about the models you have worked with?
Nieves Alvarez’s class, the ingenuity of Inés Sastre, the beauty of Cindy Crawford, the animal force of Naomi Campbell and Claudia Schiffer . . . what can I say! It is a wonder that grows over the years and makes you feel like the prince of her dreams.
How is the relationship with your clients?
I have worked for major Spanish and international business families. Samaranch, Rodés, Godo, March, Basi and Puig in Spain are very important, linked to the world of business. Zegna and Bulgari worldwide. I have learnt almost everything I know at their sides.
Have you been involved in the film world?
Yes. I organized a party scene for Robert Altman´s film Prêt-à-Porter. On another occasion I invited Claudia Schiffer, David Copperfield and Karl Lagerfeld to an evening hosted by Bulgari. It was a dream.
A wonderful dream.