How To Write A Fashion Press Release (w/ Example + Template)

A press release is one of the most effective tools for gaining exposure in the fashion industry.

Whether you’re launching a new collection, hosting a runway show, or debuting a designer collaboration, a well-written fashion show press release can help you capture media attention, attract buyers, and generate buzz across platforms.

It serves as your official announcement—delivering key details to editors, stylists, influencers, and fashion journalists.

In this guide, you’ll learn how to write a professional fashion press release from scratch, with a sample, customizable template, and step-by-step instructions to help you get noticed.

What Is a Fashion Press Release?

A fashion press release is a short, structured document used to announce news related to the fashion industry. This can include product launches, collaborations, designer debuts, collection reveals, fashion shows, brand milestones, or seasonal campaigns.

The goal is to grab the attention of journalists, editors, and influencers who may want to cover your story. This means your press release should be newsworthy, engaging, and formatted in a way that makes it easy to republish or adapt into articles, blog posts, or social media content.

A fashion show press release, specifically, focuses on the who, what, when, where, and why of your runway or presentation event. It may highlight the venue, featured models, themes of the collection, guest list, or any celebrity appearances.

It’s designed to create hype before the show, as well as serve as a post-event summary for those who couldn’t attend.

Key Elements of a Fashion Press Release

To ensure your fashion press release is effective and professional, it must include the following components:

1. Headline:

Your headline should be short, bold, and engaging. It needs to communicate the core news while hinting at the fashion-forward nature of your announcement. For example: “Maison René to Debut Futuristic Collection at Milan Fashion Week.”

2. Sub-headline (optional):

A short follow-up line that provides a bit more context or teases key highlights, such as designer collaborations or notable attendees.

3. Dateline and Lead Paragraph:

The dateline includes the city and date of release. The lead paragraph should immediately answer the essential questions: Who is doing what? When and where is it happening? Why does it matter? Make it concise but informative.

4. Body Paragraphs:

This is where you add depth. Include:

• Details about the designer and the collection’s inspiration
• Information about the fashion show (venue, time, format)
• Special appearances or partnerships
• Materials or design techniques used

Keep the tone descriptive yet factual. Avoid overly promotional language and focus on storytelling.

5. Quotes:

Include quotes from key figures like the designer, creative director, or a collaborator. This adds personality and gives media outlets something they can quote directly.

6. Multimedia Assets:

Fashion is visual. Attach or link to high-resolution images, lookbooks, or videos. Make sure they’re professionally shot and relevant to your story. Many journalists will only consider covering a story if quality visuals are available.

7. Boilerplate:

This is a short “About” section at the end of the press release. It gives background information about the fashion brand or designer, including previous achievements, awards, or notable collaborations.

8. Media Contact:

Always include a point of contact for follow-up questions. List the name, email address, phone number, and any relevant social media handles.

How To Write a Fashion Show Press Release Step-by-Step

Creating a compelling fashion show press release requires a balance of creativity, clarity, and professionalism. Below is a step-by-step guide to help you write one that captures attention and gets picked up by the media.

Step 1: Start with a Compelling Headline

Your headline is your first impression—make it count. It should be short, powerful, and highlight the most newsworthy aspect of your show. Focus on what makes your event special: a designer debut, a collaboration, a unique venue, or the theme of the collection.

Example:
“Maison René Unveils Futuristic Streetwear Line at Paris Fashion Week”

Step 2: Add a Subheadline (Optional)

The subheadline provides a little more detail or context to support the headline. It can tease key highlights such as notable attendees, sustainability elements, or celebrity models.

Example:
“The collection blends recycled materials with AI-generated prints in a tech-meets-fashion runway experience.”

Step 3: Write the Dateline and Opening Paragraph

The dateline includes the city and date of the release, followed by a powerful opening paragraph that summarizes the essential facts:

• Who is the designer or brand?
• What is the event?
• When and where is it taking place?
• Why is it important?

Tip: Think like a journalist—get to the point quickly.

Step 4: Craft the Body – Tell the Full Story

The body of the release should provide the details behind your announcement. Organize this section into a few short paragraphs.

Include:

• Description of the collection (inspiration, colors, fabrics, techniques)
• Key figures (designer bio, guest appearances, collaborators)
• Unique elements (theme, technology, diversity, venue)
• Any special messages or values the collection represents

Keep your language descriptive but journalistic—not overly promotional.

Step 5: Add a Designer or Brand Quote

A strong quote gives your press release personality. It also provides journalists with something they can lift directly into their stories.

Example:
“This collection was born out of a desire to reimagine nature through digital textures,” said Lara Niko, Creative Director of Lara Studios.

Avoid generic quotes. Make it emotional, insightful, or thought-provoking.

Step 6: Include Visual and Multimedia References

Fashion is visual—don’t rely on words alone. Mention that high-resolution images, lookbooks, or runway videos are available, and include a link to a media kit or download folder.

Pro tip: If your visuals are stunning, they can land you more coverage than the text itself.

Step 7: Write the Boilerplate (“About” Section)

At the end of your press release, include a short paragraph about your brand. This helps media unfamiliar with your label understand who you are.

Include:

• Year founded
• Design focus or mission
• Press coverage or awards (if applicable)
• Website and social media

Example:
Founded in 2020, Lara Studios is a Berlin-based label blending digital artistry with sustainable fashion. The brand has been featured in i-D, Dazed, and NYLON.

Step 8: Add Media Contact Information

Always close with contact details so media can follow up.

Include:

• Social handles
• Full name of your PR or media contact
• Email address
• Phone number (if relevant)
• Website

Fashion Press Release Example (Full Sample)

To better understand how all the elements come together, here’s a complete example of a fashion show press release:

Fashion Press Release Template (Copy + Paste)

Use the following template to craft your own fashion press release. You can customize each section depending on your announcement:

This fashion press release template is designed to be both professional and flexible. You can adapt it for a fashion show press release, product launch, collaboration, or lookbook drop. When sending it out, always attach high-resolution visuals and include hyperlinks to lookbooks or RSVPs if applicable.

When to Send a Fashion Show Press Release

Timing is everything in PR—especially in fashion, where schedules are tight, and competition is fierce. Sending your fashion show press release at the right time can make or break your media coverage.

1. Pre-Event Release

Ideally, send your press release 10–14 days before the fashion show. This gives editors enough time to schedule coverage, assign photographers, or request interviews. If you’re targeting monthly publications, plan even further ahead—some require content 2–3 months in advance.

2. Reminder Release

A few days before the show, consider sending a short follow-up with highlights and media access details. This serves as a reminder and helps secure RSVPs from journalists and influencers.

3. Post-Event Release:

After the event, send a follow-up press release with photos, key moments, and press quotes. This is useful for publications that couldn’t attend or want to cover the event retrospectively. Include links to runway images, backstage interviews, or press kits.

Be aware of major fashion calendars, especially if you’re showing during Fashion Weeks (New York, London, Milan, Paris). Journalists will be flooded with invites and press releases, so the earlier you get in front of them, the better your chances.

Who Should You Send Your Fashion Press Release To?

Knowing who to contact is just as important as what you send. Target the right audience, and your fashion show press release is more likely to get picked up.

1. Fashion Editors and Journalists:

Target writers and editors at fashion magazines, online publications, and industry blogs. Think Vogue, Harper’s Bazaar, Elle, WWD, BOF, Refinery29, Hypebeast, and niche fashion platforms.

2. Influencers and Stylists:

Instagram and TikTok creators can amplify your brand’s visibility. Stylists and celebrity dressers are also valuable contacts, especially if your collection is red-carpet ready.

3. Retail Buyers and Showroom Reps:

If your goal is to get stocked, send the release to potential buyers, boutique owners, and concept stores.

4. Fashion PR Agencies and Freelancers:

These professionals often source content for newsletters, pitches, and client collaborations. Keep them in the loop.

5. Industry Lists and Media Databases:

Use platforms like Launchmetrics, Fashion Monitor, or simple Google Sheets with curated media lists. If you’re using a press release distribution service, choose one with fashion-specific targeting.

When sending your release, personalize your outreach. Mention why the editor or outlet might be interested, and always include links to visuals and a press kit. A thoughtful, relevant pitch paired with a strong release can go a long way in fashion PR.

Where to Distribute Your Fashion Press Release

Once your fashion press release is written and polished, it’s time to get it out into the world. Distribution is the bridge between your news and the media outlets, influencers, and fashion insiders who can amplify it.

Here are the most effective ways to distribute your fashion show press release:

1. Direct Email to Fashion Editors and Journalists

This is often the most personal and effective method. Identify editors and writers at outlets that cover fashion events, new collections, or designer spotlights. Craft a short, customized pitch in the body of your email and attach your press release as a PDF or include it in the email body for easy reading. Add direct links to high-res images or a press kit hosted on Google Drive or Dropbox.

2. Fashion-Specific PR Platforms

There are services built specifically for the fashion industry that connect brands with media professionals:

• Launchmetrics
• Fashion Monitor
• Modem Online (great for fashion week contacts)
• Tagwalk (useful for visual storytelling)

These platforms often include media lists and analytics, and some even offer show invitation tools.

3. Online Press Release Distribution Services

If you’re looking to get broader reach or improve your search engine visibility, a digital press release distribution service can help. These services syndicate your release across hundreds of media outlets and search engines.

Examples include:

• NewswireJet – A cost-effective press release distribution service with targeted outreach, ideal for fashion startups and independent designers.
• PR Newswire
• EIN Presswire

When using these platforms, make sure your press release includes keywords like fashion show press release, designer names, and collection titles to improve SEO and discoverability.

4. Social Media & Brand-Owned Channels

Share highlights of your press release on Instagram, LinkedIn, Twitter, and TikTok. Link to the full press release in your bio, website, or Linktree. You can also repurpose key sections into engaging visuals or reels—for example, turning designer quotes into animated text stories.

5. Fashion Blogs, Forums, and Niche Communities

Reach out to smaller fashion blogs or contributors on platforms like Medium or Substack. Participate in fashion forums, Reddit communities (like r/femalefashionadvice), and private Discord groups where fashion media professionals hang out. A little networking goes a long way.

6. Your Website’s Press or Newsroom Page

Always host your press release on your own website. This serves as a reference point for media and a professional archive for your brand’s publicity efforts. Make sure it’s optimized for mobile and includes easy-download links for media kits and images.

Final Thoughts

Writing a strong fashion press release is essential for building brand visibility and securing media coverage. Whether you’re promoting a new collection or a major runway debut, a well-crafted fashion show press release helps you communicate your story clearly and professionally.

Focus on the most newsworthy angles, include high-quality visuals, and send your release to the right media contacts. With the example and template provided in this guide, you’re fully equipped to create a release that grabs attention and elevates your brand.

Remember: fashion is about expression—but PR is about connection. Write with intention, distribute strategically, and you’ll find your story reaching the right runways, pages, and feeds.