The Ultimate Guide to Your Fashion Press Release
Most fashion designers would rather spend their time creating looks than doing public relations. But, after months, or even years, of hard work, don’t you want to make sure your brand or business makes the impact it deserves?
The truth is, simple PR tasks like writing a press release are an essential part of growing any successful company—especially in fashion. Sharing news with reporters at Vogue or Harper’s Bazaar with a press release can garner recognition from a wider audience.
In this guide, we’re going to walk you through everything you need to know about writing a press release for the fashion industry, answering important questions like:
- When should you write a fashion press release?
- What do you include in a fashion press release?
- How do you format a press release for fashion?
- What are some examples of press releases in the fashion industry?
- Are there tips for writing a good fashion press release?
- How do you distribute a fashion press release?
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When you should write a fashion press release
A press release is a straightforward way to share business news with relevant media outlets in the hope of securing further publication and coverage. It’s a PR tactic widely used by numerous prominent names in the fashion world, from Chanel to Gucci.
While there are a number of forthcoming announcements any designer or label might want to raise awareness about, some of the most common reasons you might consider sharing a press release might include:
- Launch of a new collection
- Upcoming runway show
- New collaboration (with prominent public figures or other major brands)
- Expanding to a new market
What to include in a fashion press release
Fashion journalism is competitive and fast-paced. Since reporters have to sift through hundreds of new press releases every day, your press release has to present the necessary information in the best possible way, while still standing out from the rest.
To make sure your press release checks all these boxes and catches the attention of media contacts, you have to know the proper press release format, but more importantly, you have to make sure your press release answers all the questions in the “5 Ws.”
- Who? Clearly state which company or brand the press release is about. Include a hyperlink to a website or social media for further credibility.
- What? Be clear about what’s being announced. In terms of a fashion press release, this might be a new collection or a runway show.
- When? Make sure to specify the date and time the announcement is taking place.
- Where? Indicate whether this announcement pertains to a certain city or region, or maybe it’s a global announcement with an international audience. The exact location can help journalists decide if the news is relevant to their readership.
- Why? When it comes to a press release in fashion, highlight why this announcement is relevant. For example, if it’s regarding the launch of a new collection, maybe explain that you’ve used sustainable materials or that proceeds are supporting a cause.
Leading with the 5 Ws should be a habit for any press release you issue, now or in the future.
How to format a fashion press release
Second only to the importance of the 5 Ws is the press release format. There’s a standard all press releases need to follow, regardless of the issuing industry. This is a layout any reporter will expect to see when they receive a press release in their inbox.
Below, we’ve laid out the basic framework that you should always follow for a press release.
- Headline: A short, concise title that instantly grabs a reader’s attention while clearly telling them what the press release is about.
- Lead: This answers the 5 Ws—who, what, when, where, why—within the opening paragraph.
- Body: This is several brief paragraphs that add further details. In this case, sections may include information about your label, your mission, or your ethos.
- Quote: Most press releases include a quote from someone relevant to the issuer. Although not a requirement for all fashion press releases, we think it can be useful for smaller labels to establish credibility.
- Final points: Opt for a concise conclusion that quickly rounds off the announcement.
- Boilerplate: A boilerplate provides a standard bio for your brand or business. It’s basically like an “About” page on a website. It shouldn’t be more than 100 words.
- Contact: Provide contact information for the individual dealing with press queries. This is who journalists reach out to if they choose to use your press release.
Examples of press releases in the fashion industry
Fashion reporters can get hundreds of press releases daily, so the inspiration for your own might have to come from seeing an example that has already stood out in the real world.
Below, we’ve compiled a few fashion press releases that we think meet all necessary criteria.
“Pop-Tarts® x Depop is Here For Fashion and Food Fans Craving Unique Flavor-Inspired Looks”
This was a new collaboration between Pop-Tarts and Depop, attention-grabbing in itself because of the unusual collaboration. This press release uses both visuals and quotes to paint a picture of the partnership. You can read the full press release here.
“Apparel Impact Institute Announces The PVH Foundation as the Newest Lead Funder to the $250M Fashion Climate Fund”
This press release covers news about Apparel Impact Institute’s Fashion Climate Fund. The headline is more straightforward than in the first example, but there’s good use of facts and figures here that give this press release authority. You can read the full press release here.
“Ralph Lauren unveils Team USA’s 2022 Closing Ceremony parade uniform”
The headline here gets to the point, and what follows is an incredibly concise press release. Interestingly, they chose to add a quote in the second paragraph, proving there’s some freedom when it comes to press release formatting. You can read the full press release here.
Looking for more press release resources? Check out some of our other press release examples:
Company Announcement Press Releases
Pro tips for writing a good fashion press release
Since we covered so many things that are going to be expected of your press release, we decided we’d also provide you with a few insider tips as a bonus, to elevate your press release to the next level and increase its chances of success.
Make the most of visuals
Pictures and video can have a huge impact on the success of a press release. Particularly in the fashion industry, visuals can give media outlets a better sense of your brand. Consider sharing photos from an event, behind the scenes of designs, or even tease a new collection.
Many press releases include one good image at the start, as well as subsequent visuals throughout. For your own, you could consider attaching a zip folder that includes high-quality images that a reporter could use for a feature.
Make it personal
With thousands of fashion press releases being distributed every week, make sure your press release is focused. What we mean by that is, the more personal you can make it, the better.
If you’re working from a press release, create a template you can duplicate and consider adapting it to target multiple audiences. If you’ve created an international press release for a global audience, for instance, also consider adjusting it for localized versions.
Tap into SEO
Search engine optimization (SEO) is just as important in your press release as it is on your website. The strategic placement of keywords and links to relevant industry material can be a massive benefit to your press releases.
Did you know you can boost your press release’s SEO ranking by publishing it on your website?
Distributing your fashion press release
After you’ve drafted the perfect fashion press release, you need to make sure it gets seen by the right media contact. To do this, you need to think about distribution.
There are two main ways that you can share press releases with media outlets, both of which have both benefits and drawbacks.
Distribution via press release wire service
A press release distribution (or wire) service will share your press release with a database of reporters within your industry for a fee.
Distributing with a wire service is an easy way to ensure your news gets maximum potential exposure. Many of these services have syndication agreements with partner outlets, which means there’s a guarantee your news will probably get published somewhere.
The downside is, however, newswires aren’t very fashion industry-focused, with many placing more emphasis on other market sectors, like technology or finance.
Distribution via direct email
You can also consider sending out your press release to journalists on your own. All you need to do is locate contact information for relevant publications and email pitches to reporters.
Unfortunately, this method is time and energy consuming—not stuff fashion designers have much of. But, it can also be much more targeted, meaning you can connect better with outlets that matter, establishing media contacts that can become long-standing relationships.
Final words on fashion press releases
There’s a lot of potential for fashion businesses in a press release—boosting awareness, encouraging growth, increasing sales—and it’s not that difficult to do. Regardless of the news you’re announcing, just stick to the information that matters to your audience.
But, even though we included everything you need in this comprehensive guide, we understand that nailing a PR strategy is not an easy feat. Whether you need a helping hand, or just want the experts to do all the work for you, just know that Intelligent Relations is here to help.
Find out how we can make the most of your next fashion press release.