sign up

Get a free fashion PR plan template and special offers exclusive to insiders!

Must-Read Fashion Editor and Stylist Tips for Fashion PR Professionals

Preo PR is a London-based Fashion PR company focused on raising the profiles of international fashion brands, designers and websites. They have kindly allowed me to repost their recent blog entry full of tips from UK fashion stylists, editors, and Preo PR publicists. Great tips for Fashion PR professionals and emerging fashion designers. Take these tips to heart, then take a moment to add Preo PR on myspace.



1. My top tip is to send info via email always with an image, a weekly reminder of what they are doing is useful. TASH, ELLE

2. Personally I prefer to be contacted by e-mail when new collection is received from designers and all updates such as events, etc. Also it is nice to receive some monthly updates by post. I am not really a fan of receiving calls on the phone. SVETLANA

3. I look at new labels all the time, and love shooting them, as its something new and you feel that you are a bit special working with something no one else knows about! Also its great when they lend to us for test shoots - we all need to do them, to work with new photographers, models, make up teams etc, and to make our books varied and experimental which we sometimes can't do on a commissioned shoot. Also they get (obviously great!) shots of their clothes in a shoot. But quite often new designers aren't so knowledgeable on the protocol and don't lend, which is a shame as we would all benefit greatly. 'What are you doing that other people aren't?' 'Send me a lookbook.' MISS MOLLY

4. I am continually on the look out for new designers-I find them much more exciting and less copied than the big famous ones. My advice to lesser-known labels would be to stay true to themselves and don't allow high fashion to influence them too much- they have to remember, they are the only ones who are going to stay unique, and that is something great. ALEXANDRA

5. Fashion Monitor is a life saver. (Preo: In other words, get yourself listed in the bible of fashion directories). MONISH


"I prefer seeing the whole collection before borrowing samples, so wherever possible, I like to visit the designer either in their studio or showroom"

"Images on email are great but we regularly check our hard copy images. Make sure we have your look book in the fashion cupboard that we can refer to throughout the season"

"We often have tight briefs when working on stories. A pet hate of mine is when designers send in samples that have nothing to do with the story we have planned. Don't send a product in unless we have specifically asked for it!"

"Don't send big attachments! It holds up my system!"

"Check our price brackets. We often work to specific prices for our reader's benefit, so if a piece is particularly expensive, do mention it before you send anything over"

"When we say high street, we mean high street. Samples sent from a small boutique in the country for a high street shoot will not be used"

"Always ensure you send samples to the right person – we don't all work on the same pages."

"Don't chase the return of products the day after we have received it. We usually need products for more than a few days"

"Don't just send in samples without speaking to us first. Our fashion cupboard is always overloaded so only send pieces in if we have spoken to you first."


  • Wherever possible, include all your contact details on samples you send out. Try adding a label or sticker to all products. This way samples don't go astray and leads to a seamless process for the stylist, encouraging them to re-use you and your brand.
  • Don't overload stylist's/press with information or over contact them. Press and stylist's are generally very busy people and don't need brands calling them every few days.
  • Know your stylist. Never cold contact a stylist until you are familiar with their work. Take the time to look at their website or scan their pages of a magazine to familiarize your self with their style.
  • Before sending samples, always have a clear idea of what the stylist is looking for. If they are working on a little black dress story, do not send them a black skirt on the off chance. If however you are a jewellery designer for example, do ask if they require any accessories to add to the shoot.
  • Look books are a fabulous vehicle for getting your collection out to press but if you don't have the budget for glossy seasonal publications, think creatively. Try printing off your own images, then binding them together with ribbon, or perhaps laminate then bind. As long as the images you send look good, suitably reflect your brand and get the message across, then a low budget look book will be suffice for your first season or so.
  • Add codes to images. When sending images, add individual codes to each picture. This ensures no time is wasted when press call in samples.
  • If you don't have the largest collection, try staggering the images/samples you send out throughout the season. This way your label seems to have a higher turnover of products and keeps the stylist interested throughout a season.
  • Work on relationships. Just because you have gained some excellent press coverage through a particular stylist, there is no reason why they should re-use your label unless you keep the relationship going. Keep your key contacts continually up to date and let them know you value their support.
  • If you have a celebrity fan or a new stockist, then let press and stylists know about it. Perhaps send out a newsletter or drop your developments in to an email or future conversation.
  • Don't expect a stylist to get back to you straight away. It often takes a while for press and stylist's to take you and your label seriously, so be prepared to re-send your information regularly.

Thanks Preo PR!

About the author: Crosby Noricks

Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

2 Trackbacks

Post a Comment

Your email is kept private. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions for brands or shoot me a note at