Editors receive hundreds of emails a week. A clear, well-prepared press kit is often what decides whether your label gets a feature or gets skipped. Here is how to build one, and how to pitch it, as an emerging designer.
What goes in a fashion press kit
- A short bio. Who you are, where you trained, when you launched and what your label stands for. Keep it to 150 to 200 words, plus a one-line version.
- The collection story. The name of the collection, the idea behind it, and the materials and techniques you used.
- A lookbook. 10 to 20 strong images, with every look numbered.
- A line sheet. Styles, colours, sizes, wholesale and retail prices, and where to buy.
- Portraits. At least one good photo of you, ideally in your studio.
- Contact details. Your email, website, Instagram and press contact, all in one place.
Images: rights and formats
Images sell a story, so get them right before you pitch. Make sure you have written permission from your photographer, models and stylists for editorial use, and list the credits for every image. Supply high-resolution JPEGs (at least 2000 pixels on the long side) and include both portrait and landscape crops. Many websites need a landscape cover image. Share everything through one clearly named folder link rather than heavy attachments.
How to write the pitch email
- Subject line: make it specific, for example “Lagos knitwear label: AW27 collection made from deadstock yarn”.
- First line: say who you are and why you are writing to this publication.
- The hook: in two or three sentences, explain what makes the collection or label newsworthy now.
- Two or three images in the body, plus a link to the full kit.
- A clear ask: say whether you want a feature, an interview or inclusion in a round-up.
- Keep it short: under 200 words. Editors will ask for more if they are interested.
Match the magazine and the timing
Read the publication before you pitch it. Notice what kinds of designers it covers, which sections take outside stories, and who edits them. Print magazines plan months ahead, so pitch seasonal stories early. Websites move faster, and are often the best first home for an emerging label. If you have not heard back after a week or two, send one polite follow-up and then move on.
Common mistakes to avoid
- Sending the same generic email to every publication
- Attaching huge files instead of sharing a link
- Using images you do not have the rights to
- Leaving out prices, stockists or contact details
- Following up every day
A good place to start
If you want another way to get seen, our Get Featured page is a simple option — you just fill in a form on the site.
Cover: a fashion press kit, with a press release, lookbook and pitch email. Image: The Vanilla Issue.
