“I don’t want to work alone. I didn’t choose that life,” says Johnny Cohen, founder of The Confessional Showroom—a premier fashion public relations and creative agency in New York. And he’s anything but low-key.

For Cohen, his career sprang off of the trailblazer of social media: MySpace.

“I was crazy on MySpace,” discloses Cohen in a recent interview with Frequency Brodcast. “Before anyone even knew about it, I already had over 50,000 friends.” He explains that it was through this platform (pre-FaceBook takeover) that he discovered his talent for connecting people. Nonetheless, Cohen’s career really hit overdrive after he joined a fledgling denim label, where he transformed it from a startup dream into a $200 million phenomenon in just one year. The winning formula? Talking to everyone, everywhere. “My biggest power today is that I’m very connected,” he adds. “Your network is everything and your reputation is everything.”

Born in Jerusalem, Israel, Cohen came to America when he was just three years old. From never graduating college, to working at a beeper store, to late nights at the club—opening the showroom surely took some detours. In fact, Cohen speaks about one of the lowest times in his life: moving back in with his mother. But with the encouragement of his family, Cohen notes that it was his brother that helped him to buy his first showroom. “It’s all about how you come back up…that's what makes you different from others…to be more than you were before,” he recalls.

During his interview, Cohen shares a defining story from one of his past shows: “someone from Puma—their Creative Director—was walking by [the showroom]. He saw so many people outside, went inside, and saw the show…that’s how I got Puma to be one of my clients.” In essence, Cohen believes that trusting in the unknown and rising above downfalls is what opens the door to success.

The Confessional Showroom (Cohen’s fourth showroom), is recognized as one of New York City’s most acclaimed fashion venues. It’s a seedbed for digital marketing, content production, pop-up events, sales, fashion shows, product placements, as well as celebrity and editorial placement. Also home to layered designs, florals you can practically smell, wearable works of art, and daring silhouettes—The Confessional Showroom is truly a canvas where fashion and story intertwine. And you just never know who might be there.

What was the vision you had when first founding The Confessional Showroom?
I was working for brands out of their own showrooms. I was doing a great job and was in demand. I decided to open my own showroom to showcase multiple brands. That was ten years ago. This year marks our ten-year anniversary.

Going from being a single-client office to one of New York City’s most acclaimed fashion showrooms takes time, effort, and overcoming many challenges. What inspired you to keep going, reaching where you are today?
What keeps me going is the brands that have worked with me for so long…seeing how they appreciate me. That’s what keeps me motivated. I see the value. I was thinking about this the other day…brands like Le Catou have been with me for five to seven years and really value the work I’ve been doing. Too many people depend on me, and that’s what drives me forward.

The media landscape now is much more digital than it was when you first founded The Confessional Showroom. How has the agency adapted and evolved to fit these changes?
AI—it bothers me to cut out some people when using that format. But for me, the creative people we work with…there is always going to be someone behind the projects, behind AI. So, we can have them work with AI instead of taking their place. We’ll find ways to still keep people involved.

AI is being used in campaigns for big brands, and I want everyone I work with to get involved so they can see the creativity. I saw a campaign for a jewelry brand—changing colors—and people I work with can create so much. We can use it for campaigns, but we don’t want to cut out the creative. I do think AI will be taking over the world, but we need to find a way to use it without cutting out so many people.

In competitive markets like NYC, Miami what makes the agency stand out?
It’s all about the brands, the clients, and the creations they bring to the showroom. It’s about the relationships and how we represent their pieces. The projects we put together and the teams we work with make us different. I’m always giving new people chances and finding creative talent in this business.

The Confessional Showroom guarantees tangible and measurable results. What indicators do you use to measure client success?
I’m more of a businessman than a fashion guy. I preach business before anything. We don’t cater to one market, we’re diverse. You have to be very diverse when doing business, and that’s what we try to do for all brands. We’re universal, diverse—we work with everybody.

How hands on are the relationships between the agency and its clients? How do you guide their storytelling and brand image while still helping them stay true to their mission?
We are unique. The brands are diverse, with unique pieces that you can’t find anywhere else. About ten brands a day email me to take them on, but my priority is the stylist. The pieces are very unique—you can’t find them anywhere else in the world.

You have worked with many different brands and celebrities. Are there any dream brands or creatives you would love to work with but haven’t yet?
I would like to do something big for the Met Gala—Schiaparelli. I feel that they’re so different and unique; it blows my mind. I don’t get too excited…I’ve seen a lot…but this brand keeps shocking me with their collections.

I always grew up loving the ’90s supermodels, and I’d love to put together a campaign that brings back the real supermodels.

How do you see The Confessional Showroom evolving in the next few years?
We’ll be opening a lot more departments within the company that will elevate the brands in ways they’ve never seen before—beyond celebrities, sales, and other aspects.

Showrooms these days have to have many facets. What is something special that differentiates The Confessional Showroom from other showrooms?
We do fashion shows twice a year with big sponsors—Vera Wang is one of them. We work with the biggest venues in the city: Art Basel, the Puma show. Our shows are curated stories—The Great Gatsby, The Thomas Crown Affair. They’re special, and people want to come back.

A doorman at a club was invited to one of our shows…now Dolce & Gabbana booked him for a show. We create the whole story, at special locations. It’s an experience—a party. We’ve discovered designers who are now all over the place. At one event, 10,000 people showed up. We also produce a fashion film before the show and have a YouTube station featured in the article.

What are some of the biggest business needs you’ve noticed in the industry today?
People need to understand that in order to keep a business running, people need to get paid. This is one thing that really bothers me. I see super creative, super talented people who deserve to get paid and be valued for their work. Too many people are doing things for free, and that’s what’s ruining the industry.

In any business, getting paid is important for sustainability—you need money to keep going. Miami is different; there are bigger budgets, less editorial, and people have more appreciation for money. Your time is money. I talk to about 500 people a day…it can get a little difficult. But I’ve learned to understand people. I’ve become more patient. I know the outcome is worth it, and people in this industry are amazing. I feel lucky to be a part of that.

CREW CREDITS:
Talent: Johnny Cohen
Tearsheets by Daniel López, Art Director, PhotoBook Magazine
Introduction by Brya Sheridan, Assistant to Editor-in-Chief, PhotoBook Magazine
Interview by Sabine Obermoller, Contributor, PhotoBook Magazine

Johnny Cohen: My Network is My Power, but I’m just One Link to the Puzzle