5 Easy Steps to Build Your Fashion Brand Press Kit

A press kit is a must-have for any fashion brand looking to gain media attention, attract collaborators, or pitch to retailers. It’s your brand’s resume—a polished, professional way to tell your story, showcase your work, and provide the resources others need to promote your brand effectively. Here are five simple steps to create a press kit that leaves a lasting impression.

1. Craft a Compelling Brand Story

Your brand story is the heart of your press kit and sets the tone for everything else.

• Who You Are: Share your journey, inspiration, and what makes your brand unique.

• What You Do: Highlight your brand’s mission, values, and the problem you’re solving for consumers.

• Why It Matters: Explain why your brand is relevant in today’s fashion landscape, whether it’s through sustainability, innovation, or inclusivity.

A strong narrative helps journalists and buyers connect with your brand on a deeper level.

2. Include High-Quality Images

Your press kit should visually communicate your brand’s aesthetic and collection.

• Product Shots: Include high-resolution images of your key pieces, showing them styled and on a clean backdrop.

• Lookbook Pages: Feature select spreads from your lookbook to give a taste of your collection.

• Behind-the-Scenes Photos: Add personality and depth with images of your creative process, studio, or team.

Ensure all images are downloadable and optimised for print and web use.

3. Provide Essential Brand Details

Make it easy for journalists and partners to access the facts they need.

• Contact Information: Include an email address and phone number for your PR or media contact.

• Key Dates: Highlight collection launch dates, upcoming events, or important milestones.

• Statistics: Share relevant data like years in business, sustainability metrics, or social media following.

A concise factsheet can save media professionals time and improve your chances of being featured.

4. Feature Press Coverage and Testimonials

If your brand has already gained some attention, show it off!

• Press Clippings: Include links or images of past articles, features, or mentions.

• Testimonials: Add quotes from satisfied customers, collaborators, or industry professionals.

• Awards and Recognitions: Highlight any achievements or accolades your brand has received.

This builds credibility and assures new media contacts of your brand’s quality and relevance.

5. Add Downloadable Assets

Make your press kit user-friendly by including downloadable resources that can be used immediately.

• Logos: Provide your logo in multiple formats (e.g., PNG, SVG).

• Press Releases: Attach your latest press releases to share recent updates or launches.

• Bios: Add short bios of key team members or your founder.

Having these assets ready ensures your brand is easy to feature and saves media professionals time.

Bonus Tips for Your Press Kit

• Keep It Up to Date: Regularly update your press kit with new collections, press mentions, and brand milestones.

• Design Matters: A beautifully designed press kit reflects your brand’s professionalism and attention to detail.

Build Your Lookbook with Ease

Your lookbook is an essential part of your press kit. It showcases your collection visually and sets the tone for your brand. If you’re looking for a simple way to create a professional lookbook, our Fashion Lookbook Template is here to help.

Download the template today and take the first step in building a press kit that stands out!