Press kits & EPKs
Fashion media kit and press kit: what editors and stylists need
A fashion press kit is built around imagery. Editors and stylists want the look book, campaign images, product shots on white and the brand story, plus prices and stockists. A sample request process should be clear, because borrowing pieces is how fashion coverage happens.
What to include
- Look book. Every look, numbered, with prices.
- Campaign images. High-resolution with photographer credits.
- Product shots on white. For round-ups and shopping pages.
- Brand story and designer bio. Short and long versions.
- Prices and stockists. Including online.
- Sample request process. Who to email and turnaround times.
- Press coverage. Recent highlights.
Tips
- Number every look so editors can request it easily.
- Product shots on white get used in shopping round-ups.
Mistakes to avoid
- Missing prices and stockists.
- An unclear sample process.
A press kit needs a pitch
Nobody finds a press kit by accident. Link it from a short, personal email to the writers and editors who cover you. InsightFuse finds those people by beat and country and sends the pitches from your own inbox.
Who to send it to
More press kit guides
Frequently asked questions
What is in a fashion press kit?
Look book, campaign images, product shots, brand story, designer bio, prices, stockists, sample request details and press highlights.
How do fashion brands send samples to editors?
Through a clear request process, usually by email to the press office, with agreed loan periods and return shipping.
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