How to Write a Fashion Press Release (Examples + Templates)

Fashion moves fast. One day you're launching a groundbreaking sustainable collection, the next you're announcing a celebrity collaboration that could change everything.

But here's the problem: fashion journalists receive hundreds of pitches every single day. Most get ignored. Deleted. Forgotten.

The difference between a press release that lands major coverage and one that gets buried? Understanding exactly what fashion media wants and how to give it to them.

Fashion Press Release Templates (Free Download)

Before diving into the strategy, grab these proven templates to jumpstart your press release writing:

Fashion Product or Collection Launch Press Release Template

Perfect for announcing new collections, seasonal launches, or product debuts.

Fashion Show or Event Announcement Press Release Template

Designed for fashion shows, pop-up events, trunk shows, and brand activations.

Fashion Brand Story Press Release Template

Ideal for brand milestones, designer spotlights, sustainability initiatives, and company news.

What Makes Fashion Press Releases Different

Fashion press releases face a unique challenge that most other industries don't encounter. They must simultaneously serve two distinct audiences:

1. media professionals who decide what gets covered, and
2. end consumers who will ultimately engage with the brand.

This dual-audience requirement creates specific demands. Your release needs journalistic credibility to pass editorial scrutiny, while also containing the emotional resonance and visual appeal that drives consumer interest.

Unlike many industries, fashion relies heavily on visuals. High-resolution images, lookbooks, and videos aren’t optional—they’re often the deciding factor for coverage.

Fashion media also operates on different timelines. Seasonal collections require months of advance planning, while trend-driven content needs immediate relevance. Understanding these cycles is crucial for timing your announcements effectively.

Besides, modern fashion consumers aren't just seeking products – they want brands that align with their values and lifestyle.

Nearly 60% of consumers reported prioritizing sustainability and innovation over traditional brand loyalty when making fashion choices. They're actively seeking brands that demonstrate genuine commitment to causes they care about.

This shift means your press releases must speak to deeper motivations beyond aesthetic appeal.

What to Include in a Fashion Press Release

Successful fashion press releases follow a specific structure that immediately communicates value to media professionals. Each component serves a distinct purpose in capturing and maintaining attention.

1. Headline

Your headline determines whether anyone reads further. Keep it under 15 words, lead with your strongest hook, and create curiosity without revealing everything. Think of it as your email subject line – it's make-or-break for getting opened.

2. Summary

A 2-3 sentence overview that expands on your headline. This should capture the essence of your news for busy journalists who might only read this section.

3. Dateline

Include the location and date of your announcement. This provides context and helps media professionals understand timing and relevance.

4. Lead Paragraph

Your opening paragraph must immediately deliver the most newsworthy information. Use the inverted pyramid structure, presenting critical details first.

Answer the five W's: Who is involved? What is happening? When does it occur? Where is it taking place? Why does it matter?

5. Body

Expand on your lead with supporting details, background information, and context. Keep paragraphs short (2-3 sentences) and maintain journalistic tone. Include specific details like pricing, availability, and technical specifications that journalists need for complete coverage.

6. Quotes

Include 2-3 impactful quotes from key figures like designers, creative directors, or brand ambassadors. These quotes should provide insight, personality, and quotable content that journalists can use directly in their articles.

7. Visuals

Fashion is inherently visual. Include links to high-resolution images, lookbooks, videos, and other multimedia assets. Many fashion journalists won't consider covering a story without professional visuals readily available.

8. Boilerplate

This "About" section provides essential background about your brand, including mission, key achievements, and website. It helps journalists unfamiliar with your brand understand your credibility and market position.

9. Contact Information

Provide clear media contact details for follow-up questions and additional information requests. Include name, title, phone, email, and any relevant social media handles.

This format ensures your press release contains all elements media professionals expect while presenting information in order of importance.

Fashion Press Release Examples That Work

Let's analyze five real fashion press releases to understand what makes them effective:

Product Launch

SOJOS successfully combined sustainability messaging with concrete product details, announcing ten sunglasses styles made from "BPA-free recycled plastics" and "discarded fishing nets" while committing to donate "$1 from every pair sold to Ocean Conservancy."

Why it worked:

• Combined sustainability with accessible pricing ($24.99-$39.99)
• Concrete partnership details (minimum $75,000 donation)
• Multiple story angles for different media types

Brand Story

Selhaya's launch press release exemplified how to position a new brand within a growing market segment. It positioned itself as "the first British 'maison' focusing exclusively on high end modest fashion" within a market "predicted to reach $428bn by 2027," while embedding philanthropy through 5% donations to orphan care.

Why it worked:

• Clear market positioning against established luxury brands
• Values integration (philanthropy built into business model)
• Premium experience focus (magnetic boxes, gold-foiled bookmarks)

Fashion Show Announcement

Tess Mann Atelier's Milan fashion show announcement leveraged global fashion week participation, positioning their Spring/Summer 2025 collection within "a global series organized by Global Fashion Collective" spanning New York, Milan, Paris, and Vancouver.

Why it worked:

• Sustainability narrative connecting founder values to collection
• Comprehensive collection details (evening wear, resort wear, bridal)
• Direct media invitation with specific collaboration opportunities

Celebrity Placement

The brand maximized a red carpet moment by detailing how their "revolutionary Xenia evening jumpsuit" required "over 300 hours of meticulous construction" and aligned with the wearer's empowerment message.

Why it worked:

• Technical craft details that journalists can use
• Values alignment between garment and wearer's mission
• Clear brand philosophy connection

Retail Launch

101 Studio positioned their boutique opening within broader cultural trends, bringing "Asia's most buzzworthy streetwear labels" to SoHo while planning "monthly in-store events" and "collaborations with local NYC creatives.

Why it worked:

• Cultural trend positioning (K-pop, hip-hop influence)
• Experience beyond retail (collectibles, community events)
• Future activation planning that creates ongoing story opportunities

These examples show how successful press releases connect specific announcements to broader industry trends while providing all essential information media outlets need for comprehensive coverage.

Where to Send a Press Release

Once your press release is ready, distributing it to the right outlets is what gets you actual media coverage—not just a good headline.

Here are the most effective channels for fashion press release distribution:

1. Fashion & Trade Publications

Top-tier media like Vogue, WWD, and Business of Fashion can offer high visibility, but getting covered often requires editorial connections or relevance to their current themes.

2. Newswire Distribution

Professional distribution platforms like MarketersMEDIA Newswire send your press release directly to hundreds of vetted media outlets, including major news sites, fashion and lifestyle publishers, and industry blogs—all without the need for your own contact list.

This is one of the most efficient ways to:

• Ensure your release gets published and indexed
• Gain SEO visibility through high-authority news sites
• Reach global media from one submission

3. Social Media

While not a formal distribution method, posting your press release on platforms like LinkedIn or Instagram can amplify your reach and sometimes attract organic media interest—especially if paired with strong visuals.

Wrapping It Up

As the examples above show, the most successful fashion press releases all have something in common:

They go beyond the product.

They tap into bigger themes—sustainability, cultural relevance, innovation, inclusivity—and present them with clear angles, compelling visuals, and media-ready formatting.

But even the best story won’t go far if no one sees it.

That’s where MarketersMEDIA Newswire helps. We publish your fashion press release on 570+ media sites—including AP News, Benzinga and Business Insider—with guaranteed visibility.

Feel free to hit us up if you want to learn more.

Frequently Asked Questions (FAQ)

Q: What critical information is contained in the "boilerplate" section of a press release?

A: The boilerplate, or "About Us" section, is positioned at the end and offers concise background information about the brand or designer, including their mission, previous achievements, awards, and website.

Q: When is the best time to send a fashion press release?

A: Avoid sending press releases during major industry events or holidays when journalists are overwhelmed. Research editorial calendars of your target publications to align your news with their upcoming themes. Link your announcement to current events, seasonal shifts, or relevant cultural moments to boost newsworthiness and relevance.

Q: How can I make my press release stand out when journalists receive hundreds daily?

A: Find a strong, unique angle that connects to broader trends rather than just announcing a product. Ask yourself "Why would anyone care?" and frame your news as valuable content for the journalist's audience.

Avoid generic pitches by tailoring each one to the specific publication and journalist, demonstrating clear understanding of their beat and recent coverage.

Q: What technology trends should fashion brands highlight in press releases?

A: Focus on tech-infused fabrics and smart textiles designed for comfort or health monitoring, AI-powered fashion assistants and digital twins, virtual try-on solutions and virtual photography, wearable technology like smart jewelry, and customizable or modular products.

These innovations attract significant media and consumer interest, especially when combined with sustainability or inclusivity themes.

Q: What are consumers increasingly prioritizing over traditional brand loyalty when making fashion choices?

A: A significant and growing segment of consumers is prioritizing sustainability and innovation over traditional brand loyalty. They actively seek brands that align with their values.