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Siren PR abruptly shuttered its doors over the weekend.

The agency, started by Warm founder and designer Winnie Beattie, had both fashion and beauty clients.

Beattie confirmed the closure in a statement to WWD. “I am proud of the work we did, the creativity we produced and the many successful careers the agency played a part in launching. This decision was not made lightly and was made out of necessity. The industry has changed dramatically since we launched in 1999, and I am sorry to say we could no longer operate the way we once did.  I’m grateful to all of the clients and employees who believed in Siren PR, and truly wish everyone much future success,” she said.

An e-mail to the company’s staff, sent over the weekend and said to be from Beattie was leaked to an online publication on Tuesday. “I am sorry to inform you that after 20 years, Siren PR is closing its doors effective immediately. The industry has changed dramatically and we are no longer able to financially operate,” the e-mail stated.

Employees were given three hours on Tuesday morning to collect personal belongings from the company’s SoHo office, and to return company materials. “Thank you for all your hard work and dedication,” Beattie wrote in closing.

Several years ago, Siren had counted big-name beauty brands as clients, including Tresemmé, Kérastase, Davines and the retailer Credo Beauty, but sources said the company had lost many of its key clients over the past few years. Recent beauty clients on Siren’s roster include Serge Lutens, Deborah Lippmann, Moda makeup brushes, Vichy, Shu Uemura and hair extension brand HairPeace Pro. Recent fashion clients included Aish and Seek Collective.

Clients and employees seemed to be unaware that the agency’s closure was imminent. Just last week, Siren sent out an e-mail blast announcing it had signed 6397, the in-house label from The News, as a client. E-mails from former employees reveal the closure inferred the move was sudden.

Siren is just the latest fashion public relations agency to shutter, citing a changing industry. Earlier this month, a Black Frame announced it is to cease operations at the end of February. Founder Brian Phillips plans to focus on creative direction.

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