Every day we open submissions from designers, and the ones we say yes to are rarely the longest or the most polished. They are the ones where we understand the story in about ten seconds and already have everything we need to run it. A press release is the easiest way to give us that. It is also less formal than it sounds.
The short version
- Lead with the news and put the key facts in the first paragraph.
- Tell the story behind the work with one or two specific details.
- Add a short quote that sounds like a real person.
- Include dates, prices, credits and contact details.
- Share high-resolution images through a download link.
- Pitch it in a personal email to the right editor, then follow up once.
What a press release actually is
It is a short page that tells an editor what is new, why it matters and where to find the images. That is all. It isn’t an advert, and it isn’t your brand’s life story. Think of it as doing the editor’s homework for them, so that writing about you is the easy option.
How long should a press release be?
One page, or roughly 300 to 500 words, is plenty. Editors would rather read something tight and click through for more than wade through three pages. Anything extra, like a full lookbook, a line sheet or your brand history, belongs in a separate press kit that you link to.
Press release vs pitch email vs press kit
- Press release: the one-page announcement with the news, the story, a quote and the facts.
- Pitch email: the short, personal note you write to a specific editor, which carries the press release.
- Press kit: a folder or page with the extras, such as images, lookbook, line sheet, designer bio and past coverage.
Do you need one?
Send one when you have something to announce:
- a new collection or capsule
- a launch or relaunch
- a show, presentation or pop-up
- a collaboration or a new stockist
- a prize, shortlist or residency
No news? Skip the press release and send a short, personal introduction to your brand instead. A warm two-paragraph note beats a stretched “announcement” every time.
The anatomy of a press release that gets read
1. A headline that says what is happening
Plain beats clever.
- Weak: “Where the Tide Meets the Thread”
- Strong: “Studio Name Launches SS27 Collection Made From Fishing-Net Yarn”
2. An opening paragraph with the facts
Who you are, what you are announcing, when, where, and why it matters. If an editor only reads this paragraph, they should still know the news.
3. The story
This is what turns a listing into a feature. In two or three short paragraphs, tell us the idea behind the work. Some questions to get you started:
- What made you start this collection?
- What is the one detail you would point to if someone picked up a garment?
- Who or what is it for?
- What was hard about making it?
The best stories we publish begin with something specific, like a grandmother’s tailoring, a street, a fabric you couldn’t stop thinking about, or a question you wanted to answer.
4. A quote that sounds like you
Two sentences, said the way you would say them to a friend.
- Stiff: “We are thrilled to unveil a bold new vision for modern womenswear.”
- Human: “I wanted clothes you could wear to a funeral and a wedding in the same week, because that’s my family.”
5. The practical details
Dates, prices, sizing, where to buy or see the collection, and credits for the photographer, stylist, models, and hair and make-up.
6. A short “about” paragraph
Three or four sentences on your label, not your whole history. This is sometimes called a boilerplate.
7. Contact details
Your name, email, website and Instagram handle, so editors can reach you quickly.
Write like a person
Cut the words that sound like marketing: innovative, game-changing, curated, elevated, bespoke, disruptive. They tell an editor nothing. A concrete detail does more work than any adjective, so “hand-dyed with indigo from a family farm in Vietnam” says everything “luxurious” is trying to. Read it aloud, and if you wouldn’t say a sentence to a friend, rewrite it.
A simple fashion press release template
FOR IMMEDIATE RELEASE
[Brand name] presents [collection name], [one-line description]
[City, date] — [Brand name], the [type of label] founded by [designer name], presents [collection name], [what it is and when and where it launches].
[Two or three sentences on the idea, inspiration, materials and techniques.]
“[Short quote from the designer about the collection.]”
[Practical details: dates, availability, prices, stockists.]
About [brand name]: [Three or four sentences about the label.]
Press contact: [Name, email, phone, website, Instagram]
Images: [Link to high-resolution images and credits]
A filled-in press release example
Here is the template in action. The brand below is fictional, but the structure is the real thing.
FOR IMMEDIATE RELEASE
Marlowe & Pine Launches SS27 Collection Made From Recycled Fishing Nets
Hanoi, 14 January 2027 — Marlowe & Pine, the womenswear label founded by designer Linh Tran, presents Salt Road, a 14-piece spring/summer collection made from regenerated nylon yarn spun from discarded fishing nets. The collection opens for pre-order online on 1 February, with prices from $90 to $380.
Salt Road began on a trip back to Tran’s grandmother’s fishing village in central Vietnam, where nets lay piled on the beach after every storm. Working with a small mill, she spent a year developing a yarn soft enough for tailoring. The silhouettes borrow from her grandmother’s work clothes: wide trousers, boxy jackets and long aprons turned into dresses.
“I didn’t want recycled fabric to feel like a compromise. I wanted people to touch it and not believe where it came from,” says Tran.
Salt Road is produced in small runs in Hanoi, in sizes XS to XL. Pre-orders open on 1 February at marlowepine.example.
About Marlowe & Pine: Marlowe & Pine is a Hanoi-based womenswear label founded in 2024 by Linh Tran. It makes small-batch tailoring and workwear from reclaimed and regenerated materials.
Press contact: Linh Tran, press@marlowepine.example, @marlowepine
Images: High-resolution images and credits: [download link]
Why this one works
- The headline states the news in plain words.
- The first paragraph answers who, what, when and how much.
- The story is built on specific details (the beach, the mill, the work clothes), not adjectives.
- The quote sounds like a person and says something an editor can use.
- It ends with everything needed to follow up: contact details and images.
Images matter most
In fashion, images often decide whether a story runs. Send:
- high-resolution, well-lit photos
- a mix of full looks and close-up details
- landscape and portrait crops where you can
- full credits for everyone involved
Make sure you own the rights, or have permission, for editors to publish them. Share a download link (Google Drive, Dropbox, WeTransfer) rather than attaching big files, which clog inboxes and sometimes get blocked.
Build a press list before you send
Ten well-matched editors will do more for you than two hundred random ones. Here is how to find them:
- Read the bylines. See who writes about designers at your stage, and in your kind of fashion.
- Check the contact or submissions page. Many outlets say exactly how they want to be pitched.
- Look beyond the big names. Independent magazines, online publications, newsletters and podcasts are often far more open to emerging designers.
- Follow editors on social media. It shows you what they like, and a genuine comment now and then helps them remember your name.
- Keep a simple spreadsheet. Note the outlet, the editor, what they cover, the date you wrote and whether they replied.
How to pitch it
- Research first. Read a few recent pieces so you know what the outlet covers and who covers it.
- Write to a person. Use the editor’s name and add one sentence on why your story fits their site.
- Paste the key text into the email. Many editors won’t open attachments from someone they don’t know.
- Write a subject line that does the job. Include your name and the news. “Press release” tells an editor nothing, while “Studio Name: SS27 collection made from fishing-net yarn (images inside)” does.
- Follow up once. A short, kind nudge after a week is fine, ideally with something new, like an extra image or a fresh detail. After that, let it go.
- Mind the lead times. As a rough guide, print magazines can plan features months ahead, while websites, newsletters and podcasts often move in days or weeks.
A pitch email you can copy
Subject: Studio Name: SS27 collection made from fishing-net yarn (images inside)
Hi [Editor’s name],
I’ve enjoyed your recent piece on [topic], and I think my new collection might suit your readers. I’m [name], the designer behind [brand], and this season I’ve made [one-line news].
The press release is pasted below, and high-res images with credits are here: [link].
I’d love to send you samples or answer any questions.
Thank you for your time,
[Name, website, Instagram]
A follow-up email you can copy
Subject: Re: Studio Name: SS27 collection made from fishing-net yarn
Hi [Editor’s name],
Just bringing this back to the top of your inbox in case it got buried. Since I wrote, [something new: an extra set of images, a stockist, a date]. Happy to send samples or answer questions, and thank you either way.
[Name]
Common mistakes
- writing an essay instead of a clear story
- leaving out the basic facts (what, when, where)
- sending images with no credits, or without the rights to share them
- sending the same email to every outlet
- hiding the news under jargon and hype
- forgetting your contact details
Before you hit send
- Is the news clear in the first two sentences?
- Is there at least one specific, human detail?
- Are the images, credits and prices all there?
- Have you named the editor and checked the spelling?
- Does the link to your images work? Try it in a private window.
Frequently asked questions
Do I need a PR agency to send a press release?
No. Many emerging designers do their own press, and a personal, well-targeted email often works better than a mass mailing. An agency can help once you have a budget and want access to a wider list of contacts, but you can get your first features on your own.
Should I use a press release distribution service?
Usually not for fashion. Those services send your release to generic lists, while editors respond to people who have clearly read their work. Spend that time building a short, targeted press list instead.
Can I send the same press release to several editors?
Yes, but personalise each email and send them separately, never as one group message with everyone visible. If you are offering an editor an exclusive, say so, and don’t send it elsewhere first.
Should I attach the press release or paste it into the email?
Paste it into the body of the email, and link to your images rather than attaching them. Editors are cautious about attachments from people they don’t know, and a pasted release can be read straight away.
What is an embargo?
An embargo is a date and time before which editors agree not to publish your news. Only use one if you have a real reason, such as a launch date, and state it clearly at the top of the release, for example “Embargoed until 9am GMT, 1 February.”
What if I don’t hear back?
It happens to everyone, and it usually means the story wasn’t right for that editor at that moment, not that it was bad. Follow up once, then move on. You can pitch a fresh angle for your next collection.
Getting featured in The Vanilla Issue
We love discovering new designers. If you’ve made a collection you’re proud of, you don’t even need a formal press release. Send your work through our submission form and tell us about your concept, your process and your images. Use the tips above and you’ll be giving us everything we need to share your story.
Cover: Shixart1985, Wikimedia Commons, licensed under CC BY 2.0.
