How To Pitch A Fashion Story

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A trends story I’d been working on for a while ran in last weekend’s How To Spend It. The initial idea came from the in-house PR team of a luxury fashion brand who pitched it to me as a stand-alone story about an aspect of their current A/W20 womenswear collection.

Lots of agencies pitch trend ideas at me, usually with a whole host of images from their different clients that demonstrate this season’s love of metallics or emerald green. I always think these would be great for shopping pages, which are always done by in-house magazine teams, but alas, they are pretty pointless for me. Why? Because they’re just visuals, there’s no story behind them.

The reason this pitch worked for me as a writer was for two reasons. The first was a great story: the PR told me about how a very old object in a museum had inspired the brand’s creative team. The object was a Welsh love spoon, a hand carved wooden spoon traditionally given as a love token. Well, the romantic in me was immediately hooked. What a quirky, lovely idea.

The second reason this was a successful pitch was that the team had assets, lots of them – beautiful photography of the magical dresses that had been inspired by those humble spoons. There they were at the bottom of the email – easy for me to download and send off to my editor. We bashed out a trend idea that ended up being about lace and brought in lots of other brands. But at the heart of the story was the love spoon and at the centre of the page, a love spoon dress.

And that’s how to pitch a fashion story.