Paris runs six fashion-week moments a year, not two. Womenswear falls in late September to early October and again in late February to early March; menswear in January and June; haute couture in January and July. The Fédération de la Haute Couture et de la Mode publishes the official calendar and confirms dates further ahead than any other fashion body — the confirmed dates we are currently working to are listed earlier on this page.

Yes — for the placements we contract for. Those publications are named and agreed with you in writing before you commit, and each one is delivered with a live URL. What we do not guarantee, and what nobody honestly can, is a feature in a specific tier-one title chosen by an editor, a slot on the official Paris calendar, or an invitation to another brand’s show. We separate the two clearly on every proposal so you know exactly what you are buying.

No agency can promise that. Admission to the official calendar is decided by the Fédération’s own committees through a seasonal application process with fixed deadlines, and there are two routes — member houses, who are scheduled automatically, and guest houses, admitted by committee decision. What we can do is tell you honestly whether an application is realistic for your brand this season, help you prepare it, and build the press campaign around whichever route you end up taking.

No, and for most brands a show is not the right first move. Paris has a substantial off-calendar layer of curated showrooms and trade platforms that buyers and press genuinely attend, and a press campaign can run against the season without any physical presence at all. A show is the most expensive route, and it only pays back when the collection and the business are ready to sustain it season after season.

Both appear on the official Paris calendar, listed separately. A show has a fixed call time and lasts around ten minutes. A presentation has an open window — often several hours — with the collection displayed and the designer present. A presentation is not a lesser format: it gives editors time to look properly, handle the fabric and talk to the designer, which is exactly what market editors and features writers need and exactly what a ten-minute runway does not provide.

Eight to sixteen weeks is the realistic minimum, and six months is better. Monthly magazines work three to four months ahead, so by show week their pages are already closed. If you contact us less than eight weeks before a season, we will usually recommend targeting the next one rather than rushing this one — a rushed season costs more and delivers less.

No, and this is the single most useful thing to understand about fashion week access. Press accreditation admits you to the week as working press. It does not admit you to any individual show — every seat is issued by that brand’s own press office, entirely at their discretion. The Italian and British fashion councils both state this explicitly on their own accreditation pages. Any agency that blurs the line is selling access it does not control.

It depends on the route, and we will not quote a single figure for products that are not comparable. A press campaign built around the season, a showroom presence and a full runway production sit at very different levels. What shapes the number is the route you take, how many guaranteed placements you want and in which tier of publication, whether it is one season or a rolling press office, whether your imagery and press materials already exist, how many markets you want to reach, and how much lead time we have. You get a written scope and a fixed cost before you commit to anything.

Fashion PR earns editorial coverage — a journalist or editor decides your story is worth publishing, and that third-party judgement is what makes it credible. Influencer or creator marketing is a paid or gifted partnership where you have some control over the message, and where disclosure is legally required. Both have a place. The important distinction is that earned editorial cannot be bought outright, which is precisely why it carries weight when a customer or a buyer researches you.

Yes, and it is often the better time to start. What changes is the target: a first season should build credibility with buyers and trade press before chasing consumer reach, and the honest measure of success is a foundation you can build on rather than a viral moment. We will tell you plainly what one season can and cannot achieve for a brand at your stage.

Yes. Designers, founders, stylists, creative directors, photographers and models all have a professional profile that opens or closes doors, and it is built the same way a brand’s is — a clear story, real published coverage and a public record that stands up when someone checks. For many fashion professionals the personal profile is the commercial asset.

AI assistants answer by retrieving and summarising published sources, so what independent publications have written about you is the raw material those systems work from. If there is nothing, they have only your own website. Google’s own guidance states there is no special markup or separate file needed to appear in AI Overviews or AI Mode — being indexed, crawlable and genuinely non-generic is what matters. Be cautious of anyone selling guaranteed AI citations: none of the AI providers documents a way to promise that, and OpenAI says so directly.

You will know before you commit. We build the list against your brand, your channel and your market, then confirm it with you in writing. Titles we contract for are guaranteed and delivered with a live link. Titles we pitch on merit are labelled as opportunities, with a realistic view of the odds — we would rather tell you a Vogue feature is a long shot than take your money pretending otherwise.

This is where most of the value is, and where most brands stop. The week produces the material; the months afterwards turn it into a position. That means following up reviews and round-ups, placing the founder interviews there was no room for during the week, turning the collection into commentary on where the category is going, and making sure the coverage is linked and indexed so it keeps returning value. A season of spend should produce more than a week of attention.