'Lookbook' puts fashion PR front and center

LOS ANGELES: A free online directory of updated contact information for fashion publicists and stylists dubbed TheLookbook launched October 28.

LOS ANGELES: A free online directory of updated contact information for fashion publicists and stylists dubbed TheLookBook launched October 28.

The site, which also includes client lists and notes on celebrity contracts and endorsement deals, will monitor an industry that has a high level of turnover, say its founders. A section for beauty might follow within the next six months.

“There was a gaping void in our industry for this information to be in a central place,” said cofounder Kristen Calavas, recently an SAE at fashion PR agency BPCM in Los Angeles. TheLookbook's other founder is Rhonda Richford, formerly an associate editor at In Style magazine.

“We were nervous because traditionally, with these [kinds of] contacts, it's been shrouded in secrecy,” added Calavas.

To promote the site, Calavas and Richford issued a press release to fashion trade outlets and are now focusing on outreach to traditional consumer outlets.

So far, Calavas says the response from the media and publicists has been positive.

“Fashion and beauty PR are unique because the contacts change so quickly,” Calavas said. “Almost every firm has an assistant or intern dedicated full-time to keeping a contact [directory] updated, and it seems silly when you realize one person in every office is updating the same work.”

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