The Tea On Press Days

The full download of what I have learnt so far

Whether you are a media student or not, you’ve probably heard about press days. But what are they? Who are they actually for? And how can we attend them? Well, I’ve attended two notable press days this year as a student and this tea is made to share!

WHAT IS IT?

Since this is a fashion focused blog, all my definitions and descriptions will be catered towards fashion brands. In simple terms, a press day is an opportunity for a brand to showcase themselves, usually with a focal point. This focal point can be anything from a new collection to a hero product. These usually take place in a showroom where brands are provided with the opportunity to not just present items, but also their personality.

Alternatively, some select brands may choose to outsource their press team meaning agencies can also host collective press days. There can be multiple brands showcasing collections and unveiling never before seen pieces to be released at a later date.

BUT WHAT IS IT ALL FOR?

Press days serve multiple purposes for a range of individuals. As mentioned, brands use these moments to advertise themselves and new items - but the attendees also benefit greatly from this.

As described in the name, the press are present. This can be anyone with the means to communicate and advertise on behalf of the brand to diffuse their message. Magazine and newspaper editors get to see garments up close, wear jewellery and hold bags, not just to add to their wishlists, but to create written and visual content, That can range from trend reports to collection reviews. This is their primary research. Their bread and butter (or should I say tea and biscuits). This is where they get all the unreleased information and footage to then be the first to talk about it. Then people like you and I can sip on all the latest updates and releases.
Now stylists have a different agenda. They *are* adding things to a wishlist, but not their own necessarily. The busy fashion calendar means many opportunities for fashion moments with their clients, whether they are actresses or musicians. They want to see what is new, what is fresh. What can they grab before anyone else even has the chance to look at it? Red carpet looks aren’t thought of the night before (well, maybe sometimes).

MY EXPERIENCE

My first press day was on behalf of the Evening Standard where I interned with the Digital Editor earlier this year. It was hosted by Somerset House for the opening of the “Cute” exhibition where there were journalists and influencers eager to get the first scoop. My responsibility was to attend and create a reel for their social channels, which you can find on their official instagram now linked here. After visiting the exhibition, I had to rush back to create the content and have it approved by the editor before it was published. In preparation, I found audio the night before, fitting for the tone of the publication, to minimise my tasks later.

(Me at my first fashion press event)

Now my second opportunity was a little different and much more recent. It was two days ago which is why I am bursting to share. Since I had interned at Karla Otto, a luxury brand building agency, I took a leap of faith and sent out an email asking to be invited to their SS25 Press Event. Now, success really is on the other side of embarrassment because I was worried that they might reject my request or worse, completely ignore it! But to my surprise and delight, I was offered an invite and the rest I guess is history…

I got to see so many new collections, some fresh off the runway and others not even released yet. The atmosphere there was warm and inviting while still keeping a sense of luxurious coolness. I was greeted with a selection of hot drinks followed by a table full of food choices - all of which I was too nervous to try as I had the jitters.

I was not too shy however to see all the clothes, accessories, beauty products and jewellery. With brands ranging from Ahuwalia and Berluti to &Other stories and Balmain beauty - it's safe to say I was a kid in a candy shop. For my article, I made sure to take pictures and videos. I spoke to members of the team I had met before, introduced myself to new staff as well as sparked conversation with some other guests. It was all a bit nerve wracking, but I felt the fear and did it anyway.

DON’T JUST TAKE IT FROM ME…

In the true journalist spirit, this article needs some more primary research! So besides my own testimony, I also asked another fashion student, Maisie Amis, about her experience attending a press day for the first time. Here’s what she had to say:

“It was so surreal and exciting attending my first press day! I attended the Zimmerman SS25 press day on the 6th November at their Bruton Street store in Mayfair. It was amazing to see the new collection in person, I’d seen it from reading articles during Paris Fashion Week but seeing it in person the garments looked even more mesmerizingly beautiful. It was amazing to see how Nicky Zimmermann captured the harmony between humanity and nature in the new collection!” says Amis, Fashion Journalism and Content Creation student at London College of Fashion.

“Admittedly I did feel a tiny bit of imposter syndrome attending this event as a student, but I went in with the mindset that I deserve to be there as much as everybody else and that gave me more confidence!” Amis.

Images courtesy of Maisie Amis

NOW IT’S YOUR TURN

**Disclaimer: these tips will not automatically guarantee you an invite, they are just what has worked for my peers and I so far.**

**INTERN**: While interning you may just be blessed with an invite either to attend another brand's press day, or to work at one. This of course depends on where you are interning. Regardless of which offer presents itself, make the most of it as there is much to learn as staff as there will be as a guest.
**UNI**: This one is particularly for fashion students, use your uni to your advantage. Especially LCF/CSM students because the name alone has a lot of street credibility in the fashion industry and can open doors that might normally be locked with a key for students. Of course, use it carefully. You need to have something going for yourself too! For example, I mentioned my uni, but also that I write for their online magazine which makes me a credible journalist. Don’t rely on others' reputation, build your own.
**NETWORK**: Similarly, network, network, network. Reaching out to a stranger can be scary, awkward and daunting. But if you make the effort to meet people and form connections, the door will be held open for you more often than not. This goes without saying, your networking skills rely heavily on the reputation you build. You can check out my previous blog post describing how to network effectively.

COLD EMAIL: If all else fails, never underestimate the power of cold emailing. This really is an art to be able to market yourself to complete strangers and get them to welcome you without knowing you. It can feel impossible and the chances are not always in your favour. But the only guarantee you have of 100% not attending is by not asking at all. Close mouths, don’t get to sip tea.

WHAT TO DO THERE

The hardest part is getting in, but the work doesn’t end once you walk through the door. You need to view the collections with a discerning eye, remembering what your purpose is there. Whether you arrive as a journalist or stylist, you are on a mission. Take your time to not just look, but to really see what is being presented. How would you style this piece? Or what angle will you choose to write about this? Are you going to do an overall trend analysis of this season's most popular colour, or a review of a singular brand?

Speak to the individuals there. Speak to the representatives there. They are there for a reason with all the information you will need: from the inspiration of a collection, to its release date. They may also inform you if certain items are under embargo which in that case, you must respect its terms and conditions. Speak to the guests and find out what they do to build your network. Networking is not a hard and robotic task, doing it this way is more natural and comfortable for you and the person you are approaching.