We’ve covered NYFW from a PR perspective many times, so this time around we wanted to switch the frame and get the scoop on what attending fashion week as a blogger in 2016 is like. Enter Jenny Cipoletti. Her blog Margo & Me is a top digital destination for millennial women (she’s got 262k followers on Instagram!) who are inspired by Jenny’s romantic, feminine style and joyous approach to life and amazing travels. Jenny recently returned back to LA from another season at NYFW where she partnered with TRESemmé and other brands.
How did you handle your NYFW schedule?
Successfully navigating NYFW is a feat in and of itself. In order to make sure nothing slips through the cracks during fashion week, I build out an incredibly detailed editorial schedule and calendar that keeps me on my toes and allows me to maximize my time in NYC – squeezing in as many shows and attending as many events and meetings as possible. Since I live in LA it’s important for me to get that face time in with New York designers, editors and tastemakers. In addition to my day-to-day events, my editorial calendar also maps out all of my content and the calendar so we are covering the shows that are highlights. I’m a bit OCD when it comes to my schedule and google calendar is a lifesaver for me and my team!
Who are a few of your favorite PR people to work with?
I have a PR background, and one of my favorite things about working in the fashion industry as a blogger is working with different PR houses. As you can imagine, having worked six years on the field, I formed some really incredible relationships along the way. Some of these girls are my dear friends – Starworks being one of the best around! And I love working with the team at PR Consulting as well. They both have amazing client rosters and go above and beyond to dress and seat me so I can get those gorgeous front row shots to feature on my Instagram.
What do influencers offer brands showing at Fashion Week?
I think that NYFW has really embraced the rise of the influencer at a number of shows, events, presentations, and parties. The industry is shifting. It’s a very different place than it was when the concept of fashion week was first introduced – long lead is not a popular concept in a culture that wants and needs everything immediately. The power and beauty of the blogger is accessibility and immediate gratification. Gone are the days when you would have to wait a whole season for the runway to hit the racks. Now, we have it all at our fingertips and we have the opportunity to share it with people from the comforts of their own home.
How do you evaluate whether a brand collaboration is a fit?
When I start brainstorming and evaluating whether or not a company or designer is a good fit, I always make sure that they align with the overall aesthetic and brand of Margo & Me. I might love and respect a designer but that doesn’t always mean my readers will love it. I’ve worked incredibly hard to cultivate this style so when I choose to work with a brand, it needs to feel like an extension of the content I’ve already created. This approach makes for amazing, authentic content that feels organic rather than contrived. Good partnerships lead to great content – and when you’ve got that, the possibilities are endless. This is why I put so much thought, time, and work into all of my content – because each partnership is an opportunity to showcase what we can create together.
Long lead is not a popular concept in a culture that wants and needs everything immediately.
WHAT DO YOU WISH INDUSTRY FOLKS UNDERSTOOD ABOUT YOU, YOUR BLOG AND YOUR BUSINESS?
I think the one thing that I wish publicists, brands, and marketers understood a little bit more is that my work is my life and my life is my work. Being a public figure or a lifestyle blogger/ influencer may seem like it’s all fun and games, pretty clothes, and lots of vacation time on the books, but that’s not even the half of it. There’s an element of always having to be “on” – I don’t ever have the luxury of clocking out at 5pm – in a sense I’m always working – as most start-up entrepreneurs are! Finally, there’s this idea that because what I create appears “glamorous” we must not be working hard. I’m doing what I love, but I definitely think that some people don’t give this job the credit it deserves.