Instagram might feel like the holy grail for emerging fashion labels. Glossy grids, trending reels, and influencer collaborations have their place—but they’re not the full story. In fact, relying on social media alone is like wearing couture without finishing the seams. The real magic in building fashion buzz lies in what happens off the feed.
Enter: a sharp, strategic Fashion Label PR approach that goes deeper than double taps. If you want to build a brand with longevity, credibility, and a community of loyal advocates—not just fleeting followers—then it’s time to explore PR beyond Instagram.
Here’s how to create meaningful traction through editorial storytelling, events that ignite conversations, and a broader fashion PR strategy designed to position your label for long-term success.
1. Start With Your Story—Because That’s What Editors Remember
Every label has a product. What sets yours apart is your point of view.
Think about what drove you to launch your brand in the first place. Was it sustainability? Cultural heritage? A rebellious break from the mainstream? Your “why” is what hooks media, connects with consumers, and fuels PR with authenticity.
A strong Fashion Label PR foundation begins with a refined brand narrative. Editors aren’t looking for just another dress—they’re looking for designers who have something to say. Think: the next Phoebe Philo or Telfar Clemens. It’s not just the fashion, it’s the philosophy.
Your PR play: Build a cohesive founder story, supported by a clear brand mission and visual identity. Use this to develop media kits, lookbooks, and pitches that speak to more than style—they speak to substance.
2. Go Where The Editors Are
If you’re only marketing on Instagram, you’re missing the magic of editorial credibility. Earned media—the kind that lives in glossy pages and curated digital articles—sends a message: this brand matters.
When a respected journalist writes about your capsule collection, it signals to buyers, stylists, and investors that you’re not just trendy—you’re trusted.
Fashion PR Strategy tip:
Focus your outreach on publications that align with your aesthetic and ethos. Are you minimalist and architectural? Think Vogue Living or Wallpaper Magazine. Bold and nostalgic? Russh or Frankie. Sustainable and grounded in values? Peppermint, Broadsheet, and Fashion Journal might be your editorial soulmates.
Insider hint: Local editors often look for emerging talent. A profile in a city magazine or niche design blog can often do more for your growth than a global feature lost in the shuffle.
3. Create Buzz Through Immersive Events (Not Just Pop-Ups)
The most successful emerging labels create moments that media and consumers want to be part of.
We’re not talking cookie-cutter showroom events. We mean art-meets-fashion installations. Intimate trunk shows in heritage homes. Story-driven activations that give your garments context and soul.
When an event is done right, it becomes a talking point. A vibe. Something people remember long after the night ends.
Your PR Beyond Instagram moment:
Invite stylists, editors, micro-influencers, and customers to experiences that feel like extensions of your aesthetic. Use tactile elements—textiles, sound, scent—to create a full brand immersion. Make the moment meaningful, and it will be shared naturally.
And remember: invite your PR team early. The best stories happen when we’re involved from concept, not just caption.
4. Leverage Thought Leadership in the Fashion Space
One under-utilised but incredibly powerful part of Fashion PR Strategy? Positioning your designer as a thought leader.
Editorial isn’t limited to product features. Fashion publications often seek comment from emerging voices on trend forecasting, sustainability, representation, and innovation. If you’re working with deadstock fabric or have a unique manufacturing model, that’s a story.
Being quoted as a voice in the industry increases your visibility—and makes journalists more likely to return for future features.
Tip: Create a media-facing bio for your designer/founder and pitch them as an expert source. Share bold opinions (thoughtfully) on LinkedIn and industry forums. Be part of the conversation, not just the campaign.
5. Micro-Influencers Still Matter—But Think Relationship, Not Just Reach
Yes, influencers are part of the picture—but it’s about the right ones.
Move away from transactional gifting and toward relationship-driven collaborations. Partner with stylists, editors, or digital creators who genuinely connect with your aesthetic. Offer them early access, behind-the-scenes insight, or co-design opportunities.
These partnerships often result in better content—and better engagement—than one-off product drops. Especially when influencers feel part of the journey.
Fashion Buzz tip:
Build your own VIP circle of creative collaborators who align with your values. Think of them as your digital atelier: friends of the brand who amplify your message organically, not just your merch.
Also Read – The Psychology of Brand Awareness: Why Familiarity Breeds Trust
6. Invest In Your Visual Assets
Whether you’re pitching to the media or prepping for New York Fashion Week (or both), strong imagery is non-negotiable. Your brand needs editorial-ready visuals that don’t just sell product—they tell a story.
Think in terms of campaigns, not just content. Editorial flat lays. Street-style shots. Studio portraits. Mood boards that show your inspiration. These are the assets PR teams need to pitch to magazines, feature in press kits, and get your label noticed.
PR Beyond Instagram tip:
Create a Dropbox or digital showroom where your latest lookbooks, bios, and product imagery are always accessible to media. Label everything clearly, and keep your press releases tight, punchy, and visually aligned with your brand tone.
7. Don’t Just Launch—Build Momentum
Launching a label is exciting. But the real work begins after your first drop.
The most successful Fashion PR Strategy is an ongoing one. Think in terms of campaigns—not just collections. Seasonal storytelling. Monthly media outreach. Quarterly events. Ongoing thought leadership. Year-round buzz.
Create a rhythm to your communication. Media like consistency. Your customers do, too.
Piccolo PR POV:
Be known for something. Maybe it’s your unexpected colour palettes. Your slow fashion process. Your poetic campaign language. Whatever it is, make it yours—and make it memorable.
Also Read – How to Build Buzz for Your Fashion Brand?
8. Choose PR Partners Who Get Fashion—And Your Future
Emerging fashion labels need more than press—they need partnerships. A PR agency that speaks fluent fashion and understands startup realities will set you up with the right timelines, touchpoints, and tactics for growth.
From fashion week submissions to showroom placement, from founder profiling to strategic storytelling, Fashion Label PR is about aligning your long-term goals with short-term visibility.
At Piccolo PR, we believe in championing designers who challenge the status quo. Who have vision, but also values. Who want to build something with integrity—and get noticed along the way.
Instagram isn’t obsolete—but it’s not everything.
To build real fashion buzz, emerging designers need to think holistically. Use Instagram as a support act—not the star. Let your story lead. Build relationships with editors, stylists, and collaborators. Invest in events, thought leadership, and visuals that command attention. And keep the momentum going with a PR strategy built for endurance—not just virality.
Because in fashion, trends fade—but a compelling brand narrative? That’s always in style.
