What is Fashion PR?

fashion pr


Fashion PR is the act of increasing public perception of fashion brands through editorial outreach, celebrity seeding and events.

fashion pr

VLIV Communications has handled fashion public relations for some incredible brands, ranging from jewelry to swim to sunglasses to RTW. Favorite clients include STRANGE Bikinis, Stone Fox Swim, Serenity jewelry, and Antandre. We’ve developed and executed strategies that resulted in amazing top-tier editorial coverage and well-known A-listers wearing our clients’ design. We’re talking outlets like InStyle, The Zoe Report, and Fashionista, and celebs including Chrissy Teigen, Cara Delevigne, and Brittany Snow!

Fashion PR is an incredibly fast-paced and fun industry to work in – but it’s definitely still work! Much of our days involve a lot of strategizing, keeping up with trends, and following up. We can’t forget the writing element either! Writing is crucial in fashion public relations – anything from founder bios to pitches to press releases.

Below are some of the key services most fashion publicists will be involved in. VLIV Communications provides support in all of the below – feel free to reach out to learn more!

Fashion PR Earned Media Relations

Working with editors to secure placements in their publication is one of the key facets of fashion public relations. This could include editorial photo shoots with a credit, product round-ups, and brand feature stories. Want to optimize chances of coverage in these coveted outlets? Be sure to have stunning brand photography, a compelling back story about the collection, and seasonal tie-ins. Most of all, have persistence and patience throughout the pitching process!

Celebrity/VIP Seeding

Along with earned media relations, celebrity and VIP seeding is another key component of fashion PR. Fashion publicists will work with celebrity fashion stylists to gift and loan pieces for talent. Stylists will create looks for the red carpet, photo shoots, events, and street style outfits. If you dream of an A-lister wearing your designs, there’s a few things to keep in mind. Study the style of the celeb you’re wanting to send to and ensure the designs make sense. Send lookbooks or line sheets to the stylists with a friendly note. Don’t overload them with text – stylists often pull up emails on their phone and appreciate brevity. Feel free to follow-up, but keep it short and sweet!


Fashion publicists will often help plan and execute impactful events. These could include anything from a full-on NYFW fashion show to an intimate editor breakfast. Events allow brands to introduce their designs and brand reps to key editors in-person. Most importantly, events provide the opportunity for fresh ideas and fun! This is where you can flex your creative chops and think of fun, new ways to position the brand. From on-brand food/beverage tie-ins to Instagrammable displays, the sky’s the limit!