Australian fashion publicist Roxy Jacenko is consolidating her business to drive growth in its blogger management division.
Sweaty Betty PR, launched in 2004, has represented some of the most influential domestic and international fashion brands.
These include Dolce & Gabbana, Diane Von Furstenberg, Converse, Kenzo and local chains Mooks, Supre and Williams.
The firm will now restructure its public relations portfolio, which once held up to 100 brands, to focus on its booming The Ministry of Talent business.
Major public relations clients such as Coles, Best & Less, Levis, Harris Scarfe Group, Vittoria Coffee and Santa Vittoria will be retained in the restructure.
Jacenko said the consolidation will allow her the opportunity to spend time with her family and support the new division.
"The Ministry of Talent business has serious growth potential and an area that I feel we can grow to be, not unlike Sweaty Betty PR, the market leader in creative talent management like no other," she said.
The Ministry of Talent represents a range of creatives, bloggers and social media personalities.
These include blogging platform They All Hate Us, Sydney Fashion Blogger, MaxMade and creatives Pip Edwards, Sid Tapia and David Wheeler.