The Fashion News You Missed

No News This Week. We are in the middle of a global pandemic.

In the Summer of 2020, I was approached by Cision, a media intelligence and software company in Chicago that caters to the global PR and marketing communities. They were working on an industry “pitching kit” for their clients highlighting valuable journalists and influencers in the fashion media space — They felt my background and work at YRB Magazine was an ideal fit for this project.

So here it goes…

How do you like to receive press releases?

I prefer email, or sometimes a phone call to discuss the materials and if its a fit, then send.

My cell number is in the signature of my email, never ever send a pitch via text.

Do you have any advice for PR pros trying to pitch you?

PR professionals these days, need to remember grace and professional courtesy. It goes a long way. Besides establishing relationships, it is better to build and maintain them.

Do you have any pet peeves when working with PR professionals?

My pet peeves are:

  1. getting pitched via text
  2. getting pitched via a DM (Instagram or Twitter)
  3. Multiple emails about a pitch, when we pass, do not re-edit  it 2 weeks later and pitch again.

How has COVID-19 changed your coverage of  fashion and the fashion industry and what kind of pitches would you like to receive?

Yes. It has made us look very carefully about what we are covering and why. How will it resonate with our audience after the pandemic?

Misinformation leads to lies being culturally accepted as truths. For example pitching a fashionable mask that offers no real protection

What is the most helpful thing PR pros can do for journalists working on fashion coverage in these challenging times?

I think the most helpful things PR professionals can do is tread as if there is a pandemic going on. Some colleagues that have died in the past 6 months. Be mindful of that.

Do you plan on covering the upcoming Fashion Month, and if so what can PR pros do to help with your coverage?

No.

We had plans on scaling back our Fashion Week coverage for F/W 2020 back in February prior to the pandemic.

The fashion cycle stopped making sense to me about 2 years ago.

The entire industry was in a bubble ready to collapse. Covid-19 made that happen in 3 months.

The sway of the media is more powerful than the experience of reality.

A generation ago, luxury was all about being exclusive.
Today, accessibility IS the luxury. The audience wants to see it and wear it now. Not 3 months from now.

The fashion industry is not dead.

I am looking forward to seeing what it looks like when it wakes up and reinvents itself.

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