Entertainment

P.E. Nation founder Pip Edwards, 40, hires Sydney PR guru after high-profile blunders

P.E Nation founder Pip Edwards has hired a PR guru to help repair her public image and oversee a ‘top tier’ strategy for her business. 

According to a report in Sydney Morning Herald on Sunday, Pip has hired publicist Maria Farmer for her expertise in personal brand and crisis management. 

The designer and Bondi ‘it girl’, 40, has apparently been unhappy with recent press coverage following a number of high-profile blunders in the past six months.  

Crisis management: Pip Edwards, 40, (pictured) has hired PR guru to organise ‘top tier’ strategy for her after a number of high-profile blunders, reports The Sydney Morning Herald 

‘Maria Farmer has been brought across the business to oversee top tier strategy for Pip Edwards, Claire Tregoning and P.E Nation,’ P.E Nation’s former in-house PR manager Lou Gaffikin who confirmed to the publication on Sunday.

Maria works in both personal branding and crisis management.      

The publicist was apparently hired shortly after Pip’s split from former cricketer beau Michael Clarke.

New direction: 'Maria Farmer has been brought across the business to oversee top tier strategy for Pip Edwards, Claire Tregoning and P.E Nation,' a rep for the P.E Nation confirmed

New direction: ‘Maria Farmer has been brought across the business to oversee top tier strategy for Pip Edwards, Claire Tregoning and P.E Nation,’ a rep for the P.E Nation confirmed

Pip found herself at the centre of a PR disaster last month after fans claimed she was ‘tone deaf’ and ‘performative’ for protesting Australia Day on Instagram – only to attend a backyard barbecue a few hours later. 

In a post on Instagram Stories, Pip shared a letter on why Australia Day should not be celebrated on January 26 – when the First Fleet arrived at Sydney Cove.  

However, just hours later, she shared photos from an Australia Day party she attended, and wrote: ‘A day to celebrate the land that we live and thrive on. I love you, Australia.’

Oh no: Pip found herself at the centre of a PR disaster last month after fans claimed she was 'tone deaf' and 'performative' for protesting Australia Day on Instagram - only to attend a backyard barbecue a few hours later

Oh no: Pip found herself at the centre of a PR disaster last month after fans claimed she was ‘tone deaf’ and ‘performative’ for protesting Australia Day on Instagram – only to attend a backyard barbecue a few hours later 

To make matters worse, the Aboriginal flag was flown upside down at the party by mistake. 

A day later, Pip shared a grovelling apology online which read: ‘I want to express my sincere apologies to those that I have offended.’

‘My intentions were always from a good place, in support of all people, wanting unity and community in this country and globally,’ she continued.

Getting it wrong: To make matters worse, the Aboriginal flag was flown upside down at a party attended by Pip. She has since offered an apology to those who she offended

Getting it wrong: To make matters worse, the Aboriginal flag was flown upside down at a party attended by Pip. She has since offered an apology to those who she offended

Pip insisted she had ‘no idea’ the Aboriginal flag was upside down in the photos she uploaded from the backyard party.

At the end of October, leaked e-mails revealed how her staff refused to sign off on an Archibald Prize entry portrait of her, because it made her look ‘old’.

Melbourne artist Lauren Ferrier, 25, told Daily Mail Australia she approached the prominent fashionista in late 2019 to ask if she would be her subject in the prestigious competition.

But almost a year later, her top aide Louise Gaffikin refused to have Pip sign off on the finished product – as it didn’t ‘align’ with the high-profile designer’s image and made her look ‘older beyond her years’, leaked emails revealed.

Not happy: At the end of October, leaked e-mails revealed how the P.E Nation founder's staff refused to sign off on an Archibald Prize entry portrait of her because it made her look 'old'

Not happy: At the end of October, leaked e-mails revealed how the P.E Nation founder’s staff refused to sign off on an Archibald Prize entry portrait of her because it made her look ‘old’

Pip and Michael’s love story: a timeline

  • September 2019: Michael Clarke and wife Kyly are believed to have separated, officially confirming their split in February 2020 
  • January 2020: Close pals Michael and Pip Edwards attend a New Year’s Day celebration party together with friends at Bondi
  • February 2020: Michael and Pip both deny they’re an item 
  • April 2020: The pair’s ‘secret’ romance briefly ends
  • June 2020: Michael reportedly confirms the duo are back on, while Pip shares an Instagram photo saying she’s wearing her ‘boyfriend’s’ coat
  • July 2020: Michael and Pip go Instagram official, and head to Noosa with their children
  • October 2020: The couple make their first public appearance at the races
  • October 2020: Pip lands in hot water over an Archibald Prize entry portrait of herself
  • January 2021: Pip hits headlines over her controversial Australia Day posts
  •  February 2021: Pip and Michael call it quits 

The signature was simply to prove they had met, as per the competition’s conditions, Lauren said. Pip eventually acquiesced and signed the form.

Following mass backlash, Ms Gaffikin later said in a statement: ‘Pip is a creative individual. She has a wealth of ideas, thoughts and openness.

‘There is always room for wide interpretation and personal subjectiveness when it comes to artistic expression and it is often subjective.

‘She appreciates the artist’s take on her, hence why the portrait was submitted for consideration.’  

Public romance: Pip recently ended her relationship with former cricketer Michael Clarke(left). The pair denied they were an item for weeks before going 'Instagram official' in 2020

Public romance: Pip recently ended her relationship with former cricketer Michael Clarke(left). The pair denied they were an item for weeks before going ‘Instagram official’ in 2020


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