Pierce Mattie Public Relations New York

As fashion week approaches, fashion publicists are all a flutter over the last minute details - confirming media attendance, arranging seating charts, securing food and beverage sponsors, supervising hair and makeup, ordering a step and repeat…the details are endless.

Sometimes overlooked, and of prime importance are talking points for the designer. It’s that moment in the evening when you turn to the client and say “fudge, we didn’t write a script for you with speaking points!” This may be why Donatella recently told Britain's The Times newspaper: 'I have to say that presenting a collection to the public has always and still does cause me a certain amount of anxiety.”  

The fashion PR team at Pierce Mattie thought we would put together 5 tips for designers on what to be aware of for your presentation to have the most impact. 

Designers should: Realize, Appoint, Prioritize, Eat and Acknowledge

1.      Realize that often the attendees are just as nervous as the models and designers. A simple smile, hug, kiss on the cheek, wave, etc. can put your guests at ease. There is nothing worse than watching a diva designer running around backstage with attitude. It shows insecurity and puts everyone on edge, creating the wrong energy for the show.

2.      Appoint PR coordinators to assist through the hardest moments of the show. These include: the show’s beginning and closing, greeting guests as they arrive in the tent and helping them escort guests out of the tent and onto your party (if you are having one).

3.      Prioritize your media attendance. Have the publicists set up stationary areas where they can manage the press. The publicists will make notes on who the designer should speak to first in order of importance. Publicists should escort the designer to the media contact introducing them by their first and last name and then let the designer know what media outlet they are reporting for.

4.      Eat healthfully in the hours leading up to the show. Avoid caffeine and alcohol to keep your mind in check and your body in a healthy state. Don’t have champagne until the last model has dressed and is approaching the runway.

5.      Acknowledge that the hard work of the designing process is done and invest your energy into your guests. When you are the spirit of the show, enjoying yourself, this energy will translate to the media, buyers and attendees.