The 2025 Roxhill Media Award for Best Fashion Coverage was awarded to TwentyTwenty Communications, a PR agency specialising in strategic communications for fashion and lifestyle brands.
With the help of Roxhill’s Media Database, TwentyTwenty Communications secured a fresh and impactful Telegraph Fashion feature for their client By Rotation, showcasing real-life success stories of women over 50 earning £10K+ through the sustainable fashion rental platform.
Key Roxhill features used:
- Media database
- Journalist profiles
- Media lists
- Custom alerts
Major coverage secured using Roxhill:
- The Telegraph (print and online)
The challenge
For a fashion brand that doesn’t operate on a traditional fashion calendar with regular product launches, TwentyTwenty had to pro-actively seek out unique and newsworthy angles.
For this pitch, they leveraged their understanding of By Rotation’s diverse user base to shine a light on an often-overlooked fashion rental demographic – women over 50 – who are using the platform to generate income.
By highlighting older women who use By Rotation to earn income, the story expanded the platform’s appeal and positioned it as a solution for every stage of life.
The approach
TwentyTwenty pitched the story to the fashion team at The Telegraph, knowing the publication’s strong readership among women over 50 and the outlet’s preference for stories that empower this demographic.
The Telegraph’s audience aligned perfectly with By Rotation’s objective of reaching an older demographic, one that values sustainable practices and financial independence.
They pitched to Bethan Holt, the Fashion Features Director, and offered the story as an exclusive.
How TwentyTwenty Communications uses Roxhill's media database
- Discovering media outlets: using Roxhill’s search tool, the team can find publications interested in sustainable fashion stories.
- List building: with Roxhill’s best-in-class data accuracy, TwentyTwenty can ensure their press releases land in the right inboxes.
- Connecting with journalists: interviews in Roxhill’s platform give exclusive insights into the stories journalists are interested in and the routine at each publication.
- Viewing trending topics: TwentyTwenty stays ahead of trends by tracking keyword performance with Roxhill’s Pinpoint tool.
The results
The resulting Telegraph piece generated high engagement and brought in new users from an older demographic, successfully meeting By Rotation’s objectives and broadening its community reach.
This piece was uniquely impactful because it went beyond traditional fashion coverage, highlighting the agency’s ability to craft nuanced stories that meet editorial priorities and challenge industry assumptions.
It was a powerful example of pro-active storytelling, perfect pitching and a high-impact narrative, winning them the Roxhill Media Award for Best Fashion Coverage.
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