Last week, London Fashion Week fever engulfed the fashion world, and the Tonic team was thrilled to be backstage supporting our friend and Nottingham jewellery designer, Lauren Squires.
After six years at the iconic Somerset House, London Fashion Week moved to Brewer Street Car Park in Soho for LFW SS16, giving top international tale
nt a chance to present their collections to global press, glittering celebs, industry buyers, outlandishly dressed bloggers, photographers, hard-working interns and us!
In the PR world, particularly when you’re working in the fashion industry, Fashion Week (in whatever city) is the linchpin of many consumer media titles, so we’ve shared our top tips to help you survive the madness.
- Plan ahead
Events like Fashion Week, even if you’re not directly involved, can often provide news jacking opportunities and it’s important to move quickly. This applies to any national awareness campaigns, whether it be London Fashion Week or National Eye Health Week. If you’re not organised, you’ll miss out, so plan any opportunities and press releases well in advance and make sure all your staff are primed and set to respond to any journalist enquires as quickly and efficiently as possible.
- Don’t expect a reply
Trying to contact fashion journalists during London Fashion Week is like trying to create an echo without a voice – nearly impossible. Most fashion journalists will spend the week (or month!) out the office, and have no time to read emails, so plan your media relations carefully. If you aren’t involved in fashion week, endeavour to send materials or pitch either before or after the event, otherwise it will just get lost in a sea of other stories.
- Monitor trends from Fashion Week and use them to your advantage
The key trends for the upcoming season will be evident at London Fashion Week, so if your client is in a relevant industry, ensure you pay attention and use this to your advantage. If monochrome was the buzzword across a few shows, think about the products you have that fit and put together a pitch. They’ll no doubt be putting together a piece about the latest trends, and b
y giving them what they want you’ll be one step ahead. Black and white striped toilet brush, anyone?