As if we weren’t already feeling nostalgic enough, Clueless turns 30 this year. Three decades on, the Beverly Hills romcom still reigns supreme, not just as a cult classic, but as a masterclass in cultural staying power.
Cher’s iconic yellow tartan co-ord, a script packed with quotable one-liners and a surprisingly faithful retelling of Jane Austen’s Emma, Clueless continues to command the spotlight. It’s a film that never quite leaves the conversation. Instagram edits. Capsule collections. Think pieces. You name it. Clueless keeps coming back and each time it feels fresh again, which is exactly what effective PR is all about.
Here’s why PR professionals can take some style advice from Cher Horowitz’s digital wardrobe and embrace the art of reinvention.
You don’t need to start from scratch to make something iconic
One of the cleverest things about Clueless is that it wasn’t an entirely new story. It was a sharp, sun-drenched reimagining of a literary classic, repackaged for a 90s teen audience with just the right balance between familiarity and originality.
In PR, that kind of thinking can go a long way. Not every campaign needs to be a blank slate. Sometimes, it’s about finding a new lens for an existing story. This might mean framing your client’s expertise in the context of a current trend, repositioning a product for a different audience, or simply promoting an underused angle. Innovation doesn’t always mean invention. It can be a matter of curation, timing and tone. As Cher might say: “It’s like a totally important designer, you just need to know how to wear it.”
The art of persuasion
Whether she’s trying to argue her way out of a bad exam result or get two teachers to fall in love, Cher’s greatest skill is persuasion. Needless to say her Haitians debate is more heart than logic, but there’s still something to be said for her delivery. She presents her argument in a way that’s confident and composed, remaining absolutely convinced of her own point throughout the discussion.
That conviction is something that can truly inspire PR professionals. A strong message is important, as is the way it’s conveyed. Media pitches, thought leadership and crisis comms all depend on clear storytelling that makes people care. Even the most astute strategy will fall flat if the audience doesn’t feel compelled to listen. It’s possible to be credible and charming at the same time, less “project” and more “total Baldwin.”
Know when it’s time for a makeover
Tai’s transformation might be the most obvious example, but makeovers run throughout Clueless and they’re rarely just about surface changes. When done right, they bring out what was already there and ready to be noticed.
The same goes for a campaign or brand narrative that’s come to a halt. Maybe the message is sound but could use a stronger hook. Maybe it needs reframing for a different platform or audience. Spotting those opportunities is part of the job and knowing when to suggest a refresh can make all the difference. The key is not to lose what made it successful in the first place. You’re refining, not rewriting. As we all learned from Cher’s missteps with Tai, authenticity can’t be faked.
“She’s a full-on Monet”
One of Clueless’s most enduring metaphors is also one of its most useful: “From far away, it’s okay, but up close, it’s a big old mess.” It applies to more than just badly applied lip liner.
In PR, the same principle holds. A story might look promising at first glance, especially if it features flashy stats and attention-grabbing headlines. However, if the substance isn’t there, it won’t amuse a journalist for long. Impactful campaigns are built on solid messaging, real insights and clarity of purpose. The best coverage doesn’t just happen because something looks good, it happens because it stands up to scrutiny.
The best PRs play matchmaker
Cher might not have nailed every romantic setup, but she knew how to read people. She understood what worked well together, even if her reasons were occasionally questionable.
In communications, that matchmaking instinct is golden. Knowing which journalist will actually care about your story, or which outlet will run with it beyond a quick copy and paste, is what separates mass pitching from true compatibility. A good story becomes a great placement when it’s presented to the right audience. And just like Cher with her teachers, it often starts with genuine relationships.
Authenticity wins in the end
For all her social engineering, Cher’s real breakthrough is personal. Her moment of clarity “I’m majorly in love with Josh!” isn’t orchestrated. It’s genuine. That revelation is what makes her character growth feel earned.
The same goes for brands. PR can do a lot but audiences are savvier than ever. What they respond to is honesty, especially when it’s paired with a little vulnerability. You can have all the glossy add-ons, but if your message doesn’t ring true, it won’t land. If there’s one thing Clueless gets right, it’s that sincerity (with a sense of humour) always hits harder than empty polish.
Clueless might be best known for its fashion, quotability and general 90s perfection, but beneath all the shopping montages and driving tests, there’s a lesson in staying culturally relevant without losing your voice.
As it celebrates 30 years, its ability to evolve while still being so totally itself is exactly the balance we aim for in PR. Crafty reinvention, cultural fluency and a little bit of charm? Ugh, as if we’d want anything else.