What Makes a Successful Press Pack?

A press pack is essentially your brand’s media toolkit—a curated set of materials that tells your story, showcases your designs, and provides essential information to journalists, stylists, and potential stockists. It’s what fashion editors refer to when deciding which brands to feature in publications. It’s what buyers look at when considering whether to carry your collection. And it’s what PR agencies use to introduce your brand to industry insiders.

Having a well-prepared press pack can save you time and ensure that when an opportunity arises—whether it’s an editor requesting high-res images for an article or a stylist looking to pull pieces for a shoot—you have everything ready to go. In a fast-moving industry where opportunities can appear and disappear quickly, a polished press pack helps you stay one step ahead. As Dominique Fenn, Brand Editor at Fred Perry, emphasises:

In my experience of being someone who receives press releases, and now someone who sends them out, clarity is key. Like all good journalism, it’s important to have a good headline which should hook the writer, and reader, and make them want to read more.

So, what exactly should go into a successful press pack? Let’s break it down.

A Clear & Compelling Brand Story

Your press pack is your brand’s first impression—make it count. A short but impactful brand bio should introduce who you are, what your brand stands for, and why it matters. This isn’t just a summary of when and why you started; it should highlight the elements that set you apart. Whether it’s sustainability, craftsmanship, or cultural influences, the story should feel authentic and engaging. Avoid industry jargon and keep it concise—editors and buyers don’t have time to sift through long-winded descriptions.

Fenn advises:

Make it easy for the journalist to get the gist of the story. Strong visuals help. If you can build rapport with your target journalists, all the better. Include quotes, or endorsements so people can see that there is already hype.

High-Quality Imagery

Fashion is a visual industry, and your press pack should reflect that. High-quality, professional images are non-negotiable. The selection should include both editorial campaign shots and product-focused images that showcase the details of your collection. Campaign imagery should communicate the mood and identity of your brand, while product shots should be clear and well-lit. Both are essential for media outlets and potential stockists who need strong visuals to work with.

As Fenn points out:

Great visuals always help. Be aware, many journalists will simply lift from the press release, so make sure you are happy with every sentence.

Detailed Product Information

Beyond great visuals, your press pack needs to be informative. A successful press pack makes it easy for editors, stylists, and buyers to understand the collection at a glance. This is where two crucial documents come in: the lookbook and the line sheet.

A lookbook is a visually driven document that presents the collection in a compelling way. It should feel like an extension of your brand identity—whether minimal and sleek or bold and experimental. A strong lookbook features full-body images of each look, close-up shots to highlight craftsmanship, and a clean, cohesive layout that tells a story. It’s designed to capture attention and help fashion editors envision how the pieces can be styled for editorials and trend features.

The line sheet, on the other hand, is a no-frills document meant for buyers and stylists who need straightforward product details. Unlike the lookbook, which is about mood and storytelling, the line sheet is highly functional. It should include product names or reference numbers, brief descriptions, fabric compositions, available sizes and colourways, and wholesale and retail prices. If you’re approaching stockists, details about delivery timelines and order minimums should also be included. Keeping the design clean and structured will make it easier for industry professionals to navigate.

If it includes technical information, I would include this in a product focus area, as otherwise these paragraphs tend to get glossed over, and interest is lost.

A well-organised collection overview at the beginning of your press pack can also be helpful. This section should introduce the inspiration behind the collection and highlight key pieces that are expected to be bestsellers. If sustainability or craftsmanship plays a central role in your work, this is the place to emphasise it. Press contacts often work on tight deadlines, so giving them a quick, digestible snapshot of what makes the collection special increases the likelihood of getting featured.

Easy-to-Find Contact Information

One of the most frustrating things for a journalist or buyer is wanting to feature a brand but struggling to find their contact details. Your press pack should make it effortless to get in touch. Include a clear section with your email, website, and social media handles. If you have a PR contact, list their details as well. For added convenience, you can even include a direct link to download additional press materials.

People often forget to add links to websites, Spotify playlists, IG handles, etc. Make it easy for someone to find out more.

A Strong Call to Action

Your press pack isn’t just about providing information—it’s about encouraging action. Whether it’s an invitation to visit your showroom, an upcoming event, or a request for sample pulls, there should be a clear next step. A short note inviting editors and buyers to reach out for further details or collaborations can make a huge difference.

Common Mistakes to Avoid

Many brands go wrong with their press packs by focusing too much on presentation gimmicks rather than substance.

You do not need an expensive box, free gift, USB stick or anything that will cost you money, and that will ultimately sit on a journalist’s desk gathering dust.

Another common mistake is over-following up with journalists.

Do not be overly friendly, and do not hound people with lots of emails following up.

Lastly, don’t underestimate the power of an email subject line.

Do not underestimate the power of a good subject line on an email!

A well-structured press pack makes it easier for your brand to be noticed, understood, and featured in the right places. By keeping it visually compelling, informative, and accessible, you increase your chances of gaining the media attention your brand deserves.