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Fashion Design: Start to Finish

Lesson 45 of 47

Post-Show: PR for Fashion Shows

Jay Calderin

Fashion Design: Start to Finish

Jay Calderin

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Lesson Info

45. Post-Show: PR for Fashion Shows


  Class Trailer
Now Playing
2 Why Create a Moodboard? Duration:12:03
3 Student Mood Boards Duration:24:59
7 Why Narrow Your Focus? Duration:19:48
8 Find a Fashion Specialty Duration:11:18
9 Craft a Collection Duration:31:37
10 Learn to Edit Duration:12:32
  Class Trailer
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2 Explore Your Audience Duration:33:41
3 Display, Data and Design Duration:04:28
4 Share Your Work Duration:05:44
5 Find Your Following Duration:09:45
6 Inform Your Brand Duration:14:51
7 Build Your Business Model Duration:14:34
8 Why Tell Your Fashion Story? Duration:28:25
9 Establish Relationships Duration:17:27
10 Be Ready for Change Duration:25:12

Lesson Info

Post-Show: PR for Fashion Shows

so PR for fashion shows. Um, the outreach is very important. You want to think about who you're reaching out to and remember that the pressure reaching out to may not be fashion press in Boston. We have, you know, ah, Small, a small group of fashion press people. And we want to think about how do we expand that from a fashion perspective, it could be really about getting to know and researching bloggers in your community that you think would be influential, you know, an impactful. But also you want to think about the again going back to the stories. Do you have a business story that that comes out of your collection, something that you're doing or that you've collaborated on or for your show? Do you have a human interest story? If you're doing Ah charity and there's someone who is benefiting from the work of that charity and you have them in this show or in the audience, those are stories that you can pitch to. Uh, not just a fashion writer, but a human interest writer. So think about ...

the different types of writers there are under a publication. What they focus on it could be that maybe the story. You know, if you've introduced accessories or hats, right? You know you're doing the show is all about this. But then the focus might be on your hats because they stole the show, you know? So that kind of thing is what you want to keep aware of and then also, keep in mind a lot of people think they have to send everything to the press. A lot of the press materials that are sent to the press end up in the round file cabinet, you know? So you want to remember that you want to make it just really easy for them and available for those who do want it. So this is a non line press room is a great thing to add to your website. And even if you don't have a fancy website just having ah, Dropbox, even it could be that simple. Where you give a link to someone who wants to, right. And you've got some images. You've got your head shot. You've got pictures from your recent collection, maybe studio shots that are really clean, maybe editorial shots, that air, you know, on location, maybe runway shots on, but not a whole lot of them, but just the ones that you feel best represent you, but definitely a little bit of a choice. And then a press release for the show. Ah, bio for you. A mission statement for your company. All the basic things you might put in a press kit. You want to have them digital, and you want to make sure that you have that the images are high resolution and, uh, that your your documents are in a format that most people can read. So, pdf probably the easiest. So OK, all right. So, um, just to quickly go around the room, like, other than fashion press what might be a type of writer or press person that you'd reach out to based on what you do Anybody have one? A story that they're telling or well, so, uh, I think there are organizations that maybe not exactly like clubs or something like that, but their organizations that have their own press within that organization, and they would have some interest in what you do. I was thinking about There must be some, you know, comic, con or a lot of public letters and specialty websites. Those are all great. Resource is. It's not like big press, but they get the ball rolling and you have to remember good reporters are going to be scouring those those those resource is. So how are you promoting your show to the public? And what do you think should go into another and press kit? I kind of gave you some of the basics, but there might be things that you want to add. You know, you might have things about the charity you're working with that you think are important because that's a part of your business model. That's just a natural extension of it, and that should go on there, too.

Class Description

Interested in the world of fashion? Even if you're not an aspiring fashion designer, you’ll enjoy this class. Jay Calderin is the Director of Creative Marketing and an instructor at the School of Fashion Design. He is the author of three top-selling books on Fashion Design, and the founder and executive director of Boston Fashion Week. 

In Fashion Design: Start to Finish, Jay Calderin will get you started through hands-on demonstrations and step-by-step guidelines. 
Learn to navigate through the design process, from conceiving a garment to marketing it.

The various phases of fashion design will be covered, including:

  • research and mood boards, collections and trends
  • sketching, draping, pattern making, construction 
  • branding, marketing, and industry positioning

Fashion doesn’t have to be intimidating. This class is a beginners guide to the world of fashion design, led by an industry professional.



Jay is a rare gem in the world of instructors. He has the perfect balance of information, examples, and hands on visuals. He included his students in the teaching process. They were not just the audience. Even the viewers were encouraged to participate! I loved his teaching style and enthusiasm as well as the content of information he shared with us. He covered a vast amount of information and led us at a pace that was very easy to follow. It reaffirmed my love of fashion as well as designing new ideas. This class was inspiring and motivating. If you are even the slightest bit curious about Fashion Design, constructing patterns, or even drawing models, this class is for you. It was all encompassing for an overview of Fashion Design from start to finish. Jay has an easygoing manner that you will want to watch him again and again. A great resource for your library. I can't wait to see him again in the Creative Live classroom!. Good luck to Jay and all his endeavors! Thank you Creative Live for providing yet another great learning opportunity for an international audience.

Michelle B

This is day one of Jays class and I am already hooked and purchased this class. Jay is an awesome instructor. He explains everything in easy to understand terms. He explained things that I have bought books to learn and didn't in one easy lesson. I recommend this class for anyone that has a interest in Fashion design or even learning to draw models for anything you need to sketch out. I hope Creative Live will bring Jay back for more classes. Jay is a instructor also worth having in your tool box of CL classes to refer back to for learning and inspiration! Thank You Jay for sharing your knowledge with us!!


I agree with everything that michelle-b said in her review of this class, and will add that I can tell that he is an instructor who not only knows his subject matter, but has excellent teaching skills. He is very engaged with his students, and focused on making sure that they get what he is telling/showing them. He also has the rare gift of distilling a complex subject down to its essence and teaching it in a simplified form that gives the student a good overview of the basics, and somehow also gives the student insight into more of the subject’s depth than he actually says in words. This broader understanding of the subject empowers the student to proceed on a much higher level than would be possible after taking any other course overview. Even more amazing is that the lessons covered in this way could be (and are) full courses in themselves elsewhere, but were merely segments of this two-day CL class. For this reason, if I ever got a chance to take one of Jay’s classes at the School of Fashion Design, I would take it in an instant. I too bought this class by the end of Day 1. For me, the segments on sketching and drafting alone were worth the $69, and the rest is bonus.