Creativity and passion are very much a driving force for any fashion brand. However, no fashion label can really grow and flourish without commerce and marketing, as the fashion documentary Kingdom of Dreams (2022) demonstrates. And what better way to connect with the right people within the industry such as fashion editors, stylists, and influencers, and present to them your brand’s identity and style, but through a “Press Day”?
Even though a “Press Day” is all about networking for a brand, and establishing communication and collaboration with fashion professionals who could use the brand’s story and looks for their own creative storytelling, this is also of great benefit for the consumer as these events help promote a brand and further its visibility and popularisation within the wider audience.
The Press Day that we recently took part in was organised by I.DEA PR (a boutique fashion PR agency) who works with a variety of independent and very creative brands and talents. It was a great opportunity for us to meet in person a variety of those said fashion professionals who are certainly creating their own path and mark in this very dynamic time for the fashion industry.
Nestled in between Camden and Kentish Town, two ares full of life and authenticity, you will find I.DEA PR’s showroom, within WORKSHOP’s creative space.
We can honestly say that the event, which lasted the better part of the day, was an exciting opportunity for us to be part of the London fashion scene. There is something different and more profound, a better value to an experience, when you can establish more personal connection with those people who may wish to use your designs for their own creative and often visual storytelling. The connection becomes stronger and the understanding better when you yourself can tell them your story / the brand’s story, and show that the clothes or accessories that your brand creates are not simply items to be worn and admired but also a creation of passion, a specific concept, ideas, and experiences. This is important as it can lead to a better understanding and presentation of the brand’s looks and the way the audience will perceive and experience them.
The space for the event and the atmosphere itself was very vibrant and definitely promoted a creative vibe. When walking in the first thing we noticed was the warmth of the space – not simply as temperature, but a feeling of the surrounding. Then we were welcomed by a lovely person giving us a drink of our choice (believe me that makes any event that much more relaxing and exciting) and presenting us with tablets for browsing the portfolios of the various talents and brands showcasing that evening (ours included). A little bit further we were met by the wonderful Andrea who guided and presented us to the brands’ creatives, stylists and professionals who might be of interest to us.
You definitely feel like this is a space to take your time, enjoy the experience, and have lovely conversations with the people around you.
There were people who would come to us and ask us outright what is the story behind our brand (and let me tell you that was very refreshing), and those who will walk past and around directly filming their content to bring a more personal perspective to their audience. It was a wonderful day and evening full of interesting conversations, lovely people, and very nice atmosphere where we simply enjoyed ourselves.
We met a lot of fantastic people, and conversed on variety of aspects from our brand’s story, materials, ideology, to sustainability, new developments and digital opportunities. It is an exciting time within the creative industries and a brand needs to be aware of the constantly changing and developing innovations, and directions o=in order to better connect with and serve its audience.
We cannot list all of the people we met and spoke with, as they were many, but among them were professionals like:
Toy Wellington – a creative director of The BITE magazine, London
Lina Vaz – Fashion Editor, Stylist, Content Editor and Host of ‘Fashion Questions…’ podcast
Kate Kidney-Bishop – Art Director and Stylist
Paul Allen – Forbes lifestyle photographer
Mia Caplan – Styling and Creative Director
Lora Gene – fashion brand owner
Lauren Brown – JANE Magazine
Nicole Tabalba – AVER Magazine
Phoebe Brannick – TIDAL Magazine
Jay Hines – FLAUNT Magazine
We hope that this event and any other we participate in will bring us closer and closer to our audience/consumer and allow for more visibility and creative opportunities.