The behind-the-scenes job of getting clothes seen by the right people.
By Shreya S · Last reviewed 15 November 2026
What does fashion PR do?
Fashion public relations gets a brand’s clothes and story in front of press, celebrities, creators and buyers. Big houses have in-house teams; smaller labels hire agencies, such as KCD, Karla Otto or Lucien Pagès, which handle many brands at once. The job ranges from writing press releases to managing who sits where at a show.
What are samples and press days?
After each show, the collection’s samples (the pieces made for the runway) go to the PR showroom. Press days let editors and stylists see them, and the PR team lends them out for shoots and red carpets, tracking every item and chasing its return. Getting a piece onto a cover or a famous body is the goal.
What is seeding?
Sending products to celebrities, creators and editors for free, in the hope they will wear or post them. It is now a huge part of launches, especially for beauty and accessories. Paid partnerships and ambassador contracts go further; in many countries, including under India’s advertising standards rules, paid posts must be clearly labelled.
What are embargoes, and what happens in a crisis?
An embargo is an agreement not to publish news, such as a designer appointment or a campaign, before a set time; an exclusive gives one outlet the story first. PR also manages invitations and the front row. When something goes wrong, from an offensive design to a scandal, PR handles the response, and fashion has seen many crises where a slow apology made things worse.
Read on Ayerhs: The Role of Fashion PR in Building Brand Credibility · Front Row Power · The Value of Editorial Storytelling for Brands