Established for 12 years, Jakarta Fashion Week which was commenced by Femina Group is acclaimed to be the biggest fashion event in South East Asia and the pioneer of fashion week in Indonesia. In the past few years, similar event has sprung up, namely Indonesia Fashion Week, Plaza Indonesia Fashion Week, Jakarta Modest Fashion Week, etc. As Jakarta Fashion Week has separated from Femina Group in 2019,this research was conducted to examine the strategies that were carried out by the Jakarta Fashion Week’s Public Relation, aims to maintain its reputation as the most definitive fashion event in Southeast Asia using the concept of Public Relations 'PENCILS' by Thomas L Harris. The study used qualitative methods collecting data through in-depth interviews. The study found that in order to maintain its reputation, Jakarta Fashion Week pivot its strategy which is now more keen on youth empowerment instead of women empowerment which is Femina’s identity by carrying out the 7 public relations strategy that includes publication, event, news, community involvement, inform of image, lobbying and negotiation, and social responsibility with event dan news as the most influential strategies

Keywords: communication strategy, public relations, reputation