There is no fashion and there are no brands without attention from the side of the media. To get that attention, you really need to work hard. There is a starting point, and that point is a fashion press release.
 
A fashion press release has to save a bit of a formal release writing, which means the basic 5 W’s should be followed for the sake of the genre. But a fashion press release also has to consider the peculiarities of the industry, where too much formality can be considered an insult. This is why in this writing you have to combine the seriousness and glamour of the fashion life skillfully.

1. The first paragraph of your fashion press release has to give out all the necessary information on what, who, where, when and why is going to happen. To tell a secret, the most required journalists do not spend time reading the following paragraphs, and from the very first one they decide whether the event is worth their attention.
2. The second paragraph has to reveal some additional and interesting information. This is for those who still need a reason to pay attention to your event. If a particular fashion show has some details worth revealing, state them. If there are special fabrics used or a conception included, state it in your fashion press release as well. This is called a hook, and the better the hook is, the more attention from the press.
3. The end of your fashion press release has to remind the clue features of the beginning. Normally, no new data is presented at the end, but you can still make it sound softer than just a plain statement of 5 W’s. Use such phrases as “we are glad to see you” and invitations like this one just to make a journalist feel he/she is desired at your event.