Fashion Week reaction sets the stage for designers' PR efforts

Now that Fashion Week is over in New York, and set to start in London and Milan, the fashion world is abuzz with what the fall has to offer.

Now that Fashion Week is over in New York, and set to start in London and Milan, the fashion world is abuzz with what the fall has to offer.

In the news
Now that Fashion Week is over in New York, and set to start in London and Milan, the fashion world is abuzz with what the fall has to offer. Not only are the fashion media discussing the spring and fall collections, and passing judgment on which designers were right on the money and which ones just didn't cut it this season, but other sectors, too, are finding story angles from the runway. In many outlets, who's sitting in the front row is just as important as what's on the models.

Why does it matter?
"Fashion Week is an incredible marketing tool that allows a designer to surpass all of the normal time, money, and work usually put into a PR campaign," says Kelly Cutrone, founder of fashion PR and marketing firm People's Revolution. "This week can give a new designer the chance to get noticed and put them on a real fast track."

Cutrone says there are a lot of checks and balances that go into a PR fashion campaign before the start of Fashion Week, but the real work starts after the shows are over. "Sometimes, repair and crisis management can be a big part of the post-Fashion Week work," she says. "The amount of work we have to do all depends on the way the designers were received by the media during the shows." Preparing the spring collections to be viewed across the world, and especially in New York, is the major project for fashion PR specialists.

Five facts:

1. New York Fashion Week took place from Friday, February 3 through Friday, February 10, where it featured designers like Karl Lagerfeld, Donna Karan, and the more eccentric Betsey Johnson. Festivities are set to kick off in London on February 14 and in Milan on February 17.

2. New York Fashion Week shows are by invitation only. Those who attend are celebrities, friends of designers, the media, sponsors, fortunate fashion school students who work behind the scenes, socialites, and plenty of hopeful crashers.

3. Fashion Week isn't just about the designer shows. It also includes parties, vintage shows, and it is always followed by a champagne brunch that allows consumers to buy their favorite designs right off the runway. This took place Sunday, February 12.

4. Designers show their collections two times a year in New York: fall and winter. Olympus was the title sponsor for the third year in a row. Last year, it presented its new digital camera, the Stylus Verve, and recently released a new version.

5. The events of Fashion Week were organized by IMG Fashion, which produces a number of Fashion Weeks globally. New York's took place in a 65,000-square-foot structure in Bryant Park, and more than 15,000 buyers, editors, and stylists visited the tents every day.

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