PR companies and fashion designers want something from the audience. It is an even exchange. Designers are seeking publicity for their line. The more PR they get for a clothing line, the bigger the chance that a designer store will carry that line, which leads to sales. It’s all about money. If you think that PR companies put Anna Wintour in the front row because they like her, you are wrong. Anna Wintour is one of the most powerful women in fashion. The readership of Vogue is impressive, and a designer knows how much business they will get if they are in a Vogue editorial.
Some ideas to get you into a show:
1. Study the designer list and get familiar on how to contact them.
2. Pick a designer that is not on everyone’s lips, i.e. don’t try to gatecrash Baby Phat, because you will be trampled.
3. Scary bouncers outside of the tents are not serious. When entering the tents, know the name of the designer showing. They will let you in.
4. Arrive early but not too early. Give them your name. Be friendly with the clipboard people. Dress cool/different/stylish like you belong in the fashion world. Timing is everything. The worst thing you can do is try to talk to a publicist two days before the show. They will be so frazzled that they will want to shoot you.
5. See if you can find a fashion magazine or blog to hire you to cover the shows. Make sure to do this well in advance.
6. PR companies want a full house. Call smaller, well known PR companies that work fashion shows to get on their mailing lists. It helps to have cool job in fashion or to be a fashionista, socialite, or public personality.
7. Ask your fellows. In New York, it’s not what you know but WHO you know! Its generally based on your connections to the industry.