When I first moved to LA, I was helping with database work at a fashion company. I had to go through all of our rosters and make sure the information was up to date. One day, my boss asked me to call the stylist list and to find out what projects they were working on. Most of the calls didn’t get past verifying the address, but there were a few stylists who asked me to email over images and one stylist even asked me to stop by with jewelry.
Contact Celebrity Stylists
Thankfully with the Internet, fashion publicists no longer have to spend a whole day cold-calling stylists. We can engage them in conversation on twitter or even ask their opinion on a picture on Instagram. If I can’t find a stylists’ email or phone number via their website, I will usually send them a tweet or direct message and ask for their information that way. I start off by saying “Hey [blank] I have a question to ask you. Can you please follow me so I can DM you?” Then, in the DM I mention the products I represent and ask what their email is so I can send over lookbooks. It works.
If you aren’t having any luck reaching out to the stylist, try their assistant. The assistants are the gatekeepers and a great way to get your pieces to fittings. Plus, they are the next generation, so if you start making friends now, things will be easier as you all move up the ladder.
Tip: Don’t just blindly ask a stylist if they need product. First find out: who do they style, does that celebrity have any brand exclusives, and are there any event appearances coming up that their client list will be attending. If your timing is right and relevant to their client list, stylists are much more willing to listen to what you have to offer.
If you are emailing out for the first time, be short and sweet. Stylists are busy and they don’t have time to be reading lengthy pitches. Short sentences, product images in the body of the email and attached lookbooks or line sheets is really all you need. Make it easy for them to say yes.
Chanel Iman in Liv Haley diamond bar earrings at the Sports Illustrated Swimsuit 50th anniversary party. Styled by Anita Patrickson.
Know The Basics of a Stylist Pull
At first it can be hard to get stylists to come to your office or showroom to pull product, so offer to bring pieces to them. Offer to bring or meet for a quick coffee to sweeten the deal. Also, don’t focus on pulling your favorite pieces, or those you really need to get press for. Instead, have an understanding of the celebrities style (or even the stylists personal style) and choose pieces that are a fit.
When you drop off the product, discuss what the product is being considered for and when they want to return the loaned product. With these specifics out of the way early, you won’t have to bother the stylist later on. If you can take the guess work out of working together, they will be more apt to use you in the future. However, don’t expect the stylists to tell you if something was worn. You have to stalk! Celebrity fan sites are a great place to find paparazzi and event images.
Tip: When loaning product ALWAYS take a credit card for file. Product is expensive. Things happen. You don’t want to be stuck with the bill.
Jennifer Lawrence wore Aviva Rose Jewelry’s curved diamond bar necklace in Variety.
Take Notes on Stylist Preferences
Over time you will start to build rapport and evolve your connection with stylists and they will start to come to you to pull items. Make notes of what works for each stylist. Do they work better with images? Is it easier to drop off in the morning? Always be polite and understand you are not the only publicist trying to get their attention. You want to be persistent, but not annoying. The easier and more pleasant you make things for stylists, the more likely they are to pull and place.
PR is a business built on relationships and you can’t expect to just jump in and get an A-list celebrity to wear your client’s stuff. The top tier stylists already have their go-to’s and they don’t know (much less trust) you. You need to find other ways to get in and build those relationships. It may sound anticlimactic, but if you are polite, easy to work with and can get them what they need when they need it, you will get the placement.
Featured Photo Credit: _Gila
Celebrity Placements by Rachel Meis Communications