Best PR Agency UK 2026
London Fashion Week PR · From our office off Bond Street
London Fashion Week PR for the designers and brands London should be talking about
You did not build a label to be overlooked. London is where new names get discovered. Make sure yours is the one people remember.
London Fashion Week puts British fashion in front of the world twice a year, but the attention goes to the few brands with a story ready and the press lined up. United Press secures guaranteed editorial coverage in named publications, from the Evening Standard and The Times to Glamour, WWD and Fashion Week Daily, with Domain Authority (DA) and Domain Rating (DR) shown before you choose. Whether you show on schedule, present off-schedule or simply launch around the week, your name gets written about.
- Live within 14 days of approval
- 100% refund if not published
- Award-winning, since 2001
- Clients in every country
Can a PR agency get you into London Fashion Week?
No agency can buy you a place on the official schedule. The London Fashion Week schedule is curated by the British Fashion Council (BFC), and editors decide what they cover. What a PR agency can do is make sure your brand is written about before, during and after the week. United Press guarantees that coverage in named publications, live within 14 days of your approval or a 100% refund.
The official schedule
The British Fashion Council curates which designers show on the London Fashion Week schedule, using published criteria such as time in business and the type of collection.
Pitched coverage
Editors choose what to write about. Pitching is worth doing, but in a busy week most pitches go unanswered and nothing is promised.
Your published story
Named publications, a fixed price per title, an article you approve, live within 14 days of your approval, or your money back in full.
United Press is an independent PR agency and is not affiliated with the British Fashion Council or London Fashion Week. Last reviewed: 6 October 2026.
What is London Fashion Week PR?
London Fashion Week PR is the publicity work that turns a London season into press coverage: announcements, show and presentation write-ups, designer interviews, brand features and founder stories that keep working in Google and AI search long after the week.
London Fashion Week takes place twice a year, in February and September, and is run by the British Fashion Council. The September 2026 edition ran from 17 to 21 September, with names such as Burberry, Erdem, Simone Rocha and Richard Quinn on the schedule alongside newer designers.
That mix is exactly why London matters for growing brands. Editors and buyers come to London looking for what is next. The brands that benefit most are the ones that give them something to write about, and make it easy to find.
What good London Fashion Week PR delivers
- Discovery: editors, buyers and stylists learn your name
- Credibility: stockists and investors see respected coverage when they search you
- Desire: customers see your pieces in titles they already trust
- Longevity: articles stay online and searchable for years
- AI visibility: trusted sources AI assistants can draw on when asked about British designers
- Assets: “As featured in” proof for your website, line sheets and pitch decks
Showing in more than one city? See Milan Fashion Week PR and Paris Fashion Week PR.
Five routes into London Fashion Week, and the PR each one needs
Brands take part in London Fashion Week through the official BFC schedule, BFC talent support schemes such as NEWGEN, showrooms and presentations, independent off-schedule events, or by launching around the week without a show. Each route needs a different press plan, and all five can earn coverage.
- For established designers
The official BFC schedule
According to the BFC’s published criteria, designers applying to the schedule should have been in business for over a year, with ready-to-wear or accessories collections (not bridalwear or childrenswear).
PR focus: pre-show announcement, a show-week feature and a designer interview after, so coverage is not limited to a single review.
- For new talent
BFC support schemes
The BFC runs talent schemes such as NEWGEN, which, under its current criteria, is aimed at designer businesses trading for less than three years.
PR focus: the debut story. Who you are, why now, and what makes your work different.
- For buyer-led brands
Showrooms and presentations
Many brands meet buyers and press by appointment or in a presentation rather than a catwalk show.
PR focus: a preview story before appointments are booked, so buyers arrive already curious.
- For independent labels
Off-schedule events
Independent shows, pop-ups and parties happen across London during the week, outside the official schedule.
PR focus: make the event the hook, then publish the story that lasts beyond the night.
- For everyone else
Launching around the week
You do not need to take part at all to benefit from the attention fashion gets that week.
PR focus: a strong launch angle timed to the season, placed in fashion and London titles.
Criteria summarised from British Fashion Council information available in October 2026. Always check the British Fashion Council website for current rules and deadlines.
Is your brand ready for London Fashion Week press?
A brand is ready for London Fashion Week press when it has a clear story, professional images, a founder available to talk, somewhere to buy or order, a current website and dates confirmed. Missing one or two is normal. We help you fill the gaps before anything is published.
Tap each statement that is true for your brand today. Nothing is stored or sent.
Whatever your score, the free plan we send shows exactly what to prepare and which publications fit where you are now.
Tap the statements that are true. Most brands start with two or three.
Your London Fashion Week press countdown
Start London Fashion Week PR about ten weeks before the week. Agree your story and publications first, prepare images and facts next, announce three to five weeks out, publish features during the week and keep publishing interviews and business stories for up to six weeks after.
- 10 weeks before
Choose your story
One angle, the readers you want and a shortlist of publications with DA and DR. You approve the plan and fixed prices.
- 8 weeks before
Prepare your assets
Lookbook, founder portrait, biography and the facts editors will ask for. We draft your first article.
- 5 weeks before
Announce
Your show, presentation, showroom or launch goes public while editors and buyers are planning their week.
- Show week
Be in the conversation
Features timed to the week, so your name appears alongside the season’s coverage.
- 2 to 4 weeks after
Go deeper
Designer interviews and craft stories, when the noise drops and buyers are deciding orders.
- Up to 6 weeks after
Build authority
Founder and business coverage that keeps working in Google and AI search until the next season.
Already past the ten-week mark? Coverage after the week is often the most valuable, and our placements go live within 14 days of approval.
The London Fashion Week press map
United Press places London Fashion Week stories in London titles such as the Evening Standard and London Loves Business, UK nationals such as The Independent and The Times, fashion and lifestyle titles such as Glamour, WWD and OK! Magazine, and business titles such as Business Insider and Entrepreneur (UK). DA and DR are shown for every title.
A selection from our inventory of more than 1,600 publications, grouped by the reader you want to reach. Most London campaigns combine two or three columns.
London’s ownReaders in the capital
- Evening StandardDA 93 / DR 89
- London Loves BusinessDA 59 / DR 72
- London InsiderDA 57 / DR 71
- Mark MeetsDA 64 / DR 78
UK nationalTrust across Britain
- The IndependentDA 94 / DR 91
- The TimesDA 92 / DR 91
- The SunDA 94 / DR 89
- Herald ScotlandDA 87 / DR 82
- New StatesmanDA 83 / DR 84
Fashion & lifestyleStyle-led readers
- GlamourDA 90 / DR 86
- AllureDA 90 / DR 87
- WWDDA 87 / DR 88
- OK! MagazineDA 81 / DR 76
- Female FirstDA 78 / DR 72
- AttitudeDA 76 / DR 72
- Fashion Week DailyDA 69 / DR 73
Business & foundersInvestors and partners
- Business InsiderDA 94 / DR 92
- Yahoo Finance, AP & BenzingaDA 94 / DR 92
- Entrepreneur (UK)DA 92 / DR 91
- IB Times (UK)DA 90 / DR 82
- Luxury Lifestyle Mag UKDA 49 / DR 71
DA (Moz) and DR (Ahrefs) are third-party estimates that change over time. Each publication sets its own label (sponsored, discreet or none) and link type; we show both for every title before you order. See the full media list, or read about lifestyle, fashion and luxury PR.
February or September: how each London season works for PR
London Fashion Week runs in February, showing autumn/winter collections, and in September, showing spring/summer collections. Both work for PR. February coverage supports autumn wholesale and gifting stories, while September coverage supports spring launches and the busy autumn news season.
| February season | September season | |
|---|---|---|
| Collections shown | Autumn/Winter, for shops later that year | Spring/Summer, for shops the following year |
| Start your PR plan | Early December | Late June to early July |
| Announcements land | January | August |
| Strong story angles | Outerwear, knitwear, craft, gifting and the year ahead | New talent, colour, travel, summer launches |
| After the week | Spring round-ups and trend reports | Autumn features and Christmas gifting guides |
The September 2026 edition ran from 17 to 21 September. Dates for each season are confirmed by the British Fashion Council; check the official London Fashion Week site.
Who reads London Fashion Week coverage, and what they need to see
London Fashion Week coverage is read by editors and stylists looking for new names, buyers checking whether a brand is safe to stock, customers deciding whether they want it, investors judging the founder, and AI tools gathering facts. Good PR gives each of them the proof they need.
| Reader | The question in their head | What convinces them | Where we would place you |
|---|---|---|---|
| Editors and stylists | “Is this new and worth my readers’ time?” | A clear angle, great images, a founder who can talk | Fashion Week Daily, Glamour, WWD |
| Buyers and stockists | “Will this sell, and will they deliver?” | Respected coverage they can find by searching your name | Evening Standard, The Independent, WWD |
| Customers | “Is this for someone like me?” | Seeing you in titles they already read | OK! Magazine, Female First, Attitude |
| Investors and partners | “Is this founder building something real?” | Business coverage with a growth story | Business Insider, Entrepreneur (UK), London Loves Business |
| Google and AI assistants | “Which sources can I trust about this brand?” | Several consistent articles on high-authority sites | A mix of national, fashion and business titles |
Eight London stories editors want to publish
The London Fashion Week stories that get published usually focus on new talent, British craft and manufacturing, sustainability with evidence, music and culture, founder journeys, community, heritage reinvented, or a real business milestone. Choose one and support it with facts.
The new name
London is known for discovering designers. A debut, a first presentation or a graduate collection with a point of view.
Made in Britain
Mills, factories and workshops across the UK. Name them, with permission, and show the hands behind the work.
Sustainability with proof
Resale, repair, deadstock or traceable materials, backed by facts editors can check.
Music and culture
Real connections to London’s music, art and club culture make collections feel alive.
The founder journey
Career changes, family businesses and second acts. People read about people.
Community
A neighbourhood, a craft group, a cause. Genuine community stories travel far.
Heritage, reinvented
Tailoring, tweed, knitwear or a family archive given a modern twist.
The milestone
New stockists, a flagship, funding or international expansion timed to the season.
Six mistakes that leave London collections unwritten
The most common London Fashion Week PR mistakes are starting too late, sending a collection without a story, emailing every editor the same pitch, relying on social media alone, forgetting the founder story and stopping when the week ends.
None of these mean a season is lost. Most can be fixed with a clear angle and the right publications, even after the shows.
- Starting a few days before. Most editorial plans are set weeks ahead. Begin eight to ten weeks out.
- A collection without a story. “New season, new pieces” is not news. The reason behind the collection is.
- One pitch for every editor. A London business editor and a beauty writer want different stories.
- Relying on Instagram alone. Posts fade within days; articles stay searchable for years.
- Hiding the founder. Readers connect with people. A founder interview often outperforms a collection review.
- Stopping when the week ends. Buyers and editors keep working for weeks. So should your PR.
Telling a sustainability story without the risk
In the UK, environmental claims should be clear, accurate and backed by evidence. The Competition and Markets Authority’s Green Claims Code sets out how businesses should make them. For London Fashion Week PR, that means specific, provable statements rather than vague words like “eco” or “green”.
Sustainability is one of the strongest London story angles, and one of the easiest to get wrong. Editors are increasingly cautious, and readers notice when a claim does not add up.
How we write sustainability stories
- Be specific: “made from deadstock wool from a Yorkshire mill”, not “eco-friendly”
- Show the evidence: certificates, supplier names and numbers you can share
- Tell the whole picture: what you have achieved and what you are still working on
- Avoid absolutes: “zero impact” or “100% sustainable” are rarely true
- Check before publishing: every claim in your article is approved by you first
We do not give legal advice. If you are unsure about a claim, check the CMA’s guidance or speak to an adviser.
Celebrity dressing and influencers: what PR can and cannot do
Celebrity and creator visibility can amplify a London season, but it cannot be promised and it is not the same as editorial coverage. Paid or gifted social posts in the UK should be clearly labelled as advertising. Editorial articles, by contrast, are published by the publication and stay searchable.
Many brands hope a well-known person will wear their pieces during the week. Sometimes it happens through stylists and relationships built over years; often it does not. Honest PR is clear about the difference between hoping for a moment and guaranteeing a result.
- What we guarantee: articles in named publications, live within 14 days of approval, or a full refund
- What we can support: a strong story and assets that make stylists and creators more likely to take notice
- What no one should promise: that a specific celebrity will wear or post your work
- What to remember: UK advertising rules expect paid influencer posts to be labelled clearly, for example with “#ad”
Working with public figures? See our celebrity PR agency in London.
Menswear, accessories and jewellery in London
London Fashion Week PR is not only for womenswear. London has a long tradition of tailoring and a strong independent scene in accessories and jewellery. These categories photograph well, are easy to buy and travel well across UK and international titles.
Menswear stories tend to focus on fit, fabric, craft and longevity. Accessories and jewellery stories often centre on the maker, the material and the meaning behind a piece, which suits founder-led features.
Strong titles for these categories
- The Times (DA 92 / DR 91): heritage, tailoring and senior founders
- Attitude (DA 76 / DR 72): fashion, culture and profiles
- OK! Magazine (DA 81 / DR 76): jewellery, gifting and celebrity-adjacent stories
- Luxury Lifestyle Mag UK (DA 49 / DR 71): luxury accessories and launches
- Mark Meets (DA 64 / DR 78): interviews and founder profiles
A show gets you in the room. Coverage gets you remembered.
Taking part in London Fashion Week gives you a moment in front of the people in the room. Press coverage turns that moment into something permanent that buyers, customers, investors and AI assistants can find. The strongest brands plan both, but coverage can also stand on its own.
Showing at London Fashion Week
- Seen by the guests who attend
- Venue, production, casting and styling costs
- Competes with every other show that day
- Coverage depends on who chooses to write
- The moment ends when the lights go down
Guaranteed coverage with United Press
- Read by each publication’s audience, in the UK and beyond
- One fixed price per publication
- Your story, told the way you approved
- Published within 14 days of approval, or 100% refunded
- Online and searchable long after the season
Planning a catwalk or presentation? Our fashion show PR service covers the publicity around the event itself.
How much does London Fashion Week PR cost?
At United Press there is no retainer. Your London Fashion Week press plan is free, and each publication has one fixed price that depends on the title. You pay upfront, approve every article, and receive a 100% refund if the agreed article is not published within the agreed terms.
Your London Fashion Week booking
Prices vary by publication and are confirmed in writing before you pay. For wider context see how much PR costs in the UK.
From your collection to a published article
Send us your brand details and London dates, receive a free plan with publications and prices, approve and book, share your images and facts, then approve the article we write. It goes live within 14 days of your approval.
Tell us your season
Brand, collection, dates and the readers you want to reach.
Get your free plan
Angle, publications with DA and DR, timing and fixed prices.
Book your titles
Choose the publications that suit you. Payment is upfront, with the refund promise in writing.
Approve your article
We write it from your brief. Nothing goes out until you are happy.
Go live and share
Live within 14 days of approval, ready for your website, buyers and social channels.
We have been getting people published since 2001, and United Press has been recognised at the PRWeek Awards, CIPR Excellence Awards, UK Agency Awards, PRCA DARE Awards, The Drum Awards and the UK Social Media Communications Awards. Our team works from Brook’s Mews, Bond Street, a few minutes from many of London’s fashion addresses, and works with brands from every country.
London Fashion Week PR for every kind of fashion business
We handle London Fashion Week PR for emerging designers, established labels, accessories and jewellery brands, menswear, British manufacturers, retailers, stylists, models and fashion founders, from the UK and from every other country.
London attracts international brands as well as British ones. Many of our clients are based outside the UK and use London as their stage for British and European audiences.
- Emerging designers: the debut story, done properly. See PR for emerging fashion designers.
- Designers and labels: collections, interviews and profiles with PR for fashion designers.
- Fashion brands: seasonal coverage that builds over time with fashion brand PR.
- Founders: the person behind the label, through personal branding for fashion founders.
- Stylists and models: profiles that win the next job, with fashion stylist PR and PR for models.
- Retailers: tell customers what is new with our retail PR agency.
- Public figures in fashion: profile and press support from our celebrity PR agency in London.
- Need one title? Get featured in Fashion Week Daily, or talk to our fashion publicist team.
Using London to reach the world
International brands use London Fashion Week to reach British and European buyers and an English-language press that is read worldwide. You do not need a UK office: United Press runs the whole process remotely and places coverage in UK, US, Middle East and other international titles.
London coverage carries weight far beyond Britain. A feature in a respected UK title is easy for buyers in Dubai, New York or Seoul to find and understand.
How we help overseas brands in London
- Plan and run your campaign remotely, in English
- Adapt your story for British readers without losing what makes it yours
- Combine UK titles with international ones from our inventory
- Time coverage to your London dates and your home market launch
- Give you links and assets to use in every market
When someone asks AI about British designers
AI assistants such as ChatGPT, Gemini and Google’s AI Overviews build their answers from published sources. Independent articles about your brand on established sites give them accurate information to repeat when people ask about London designers or brands in your category. No one can guarantee a mention, but you can make sure good sources exist.
Questions like “Which emerging London designers should I know?” or “Who makes sustainable menswear in the UK?” are increasingly asked to AI tools rather than typed into a search box. The brands that appear are usually the ones written about clearly, consistently and on trusted sites.
- Use one brand name, one founder name and one city everywhere
- Earn coverage on several independent, high-authority sites
- State simple facts: what you make, where, since when, for whom
- Keep your website and social profiles consistent with your coverage
Which new designers stood out at London Fashion Week?
Several emerging names drew attention, including a London knitwear label working with a Scottish mill, featured in national and fashion titles for its made-to-order approach and its founder’s background in theatre costume…
Illustrative example. Real answers vary by tool, question and time.
What clients say about United Press
Real feedback from clients across our practice, exactly as it was given to us. Scroll sideways to read more.
★★★★★
United Press built our brand from launch to nationwide recognition. Real media coverage gave new customers the trust they needed — our ROI has been over 100:1, which blows my mind.
★★★★★
United Press helped us turn our company story into something journalists could genuinely engage with. The coverage gave our brand a level of credibility that was difficult to achieve through our own marketing channels.
★★★★★
The team understood our industry and, more importantly, understood the story we needed to tell. Seeing our company featured across relevant publications gave us a much stronger presence when potential customers researched us.
★★★★★
United Press got our book covered in the right places before launch week.
★★★★★
UnitedPress delivered three Forbes features in our first six weeks. We had been trying for a year with two other agencies.
Turn London coverage into orders
Share each article with the buyers you met, add “As featured in” to your website, include links in line sheets and wholesale emails, pin coverage on social media and use it in investor and partner conversations. Coverage keeps working for months if you use it.
- Buyers: send a short follow-up with your best article within a week
- Website: add publication names and links to your homepage
- Wholesale: include coverage in line sheets and order forms
- Social: pin the article and quote a line in your captions
- Newsletter: tell customers where you have been featured
- Investors: add coverage to your pitch deck
- Next season: plan your next story while this one is still fresh
How to measure London Fashion Week PR
Measure London Fashion Week PR by the articles published, the strength of the sites (DA and DR), searches for your brand name, referral visits from coverage, wholesale enquiries, stockist conversations and whether AI assistants describe your brand accurately.
Likes and impressions fade quickly. The numbers that matter are the ones linked to sales, stockists and your long-term reputation.
Six numbers worth tracking
- Articles published, and in which titles
- Searches for your brand name in Google Search Console
- Visits to your website from each article
- Wholesale and stockist enquiries after the week
- Direct sales or waiting-list sign-ups
- How AI assistants describe your brand when asked
London Fashion Week terms, explained
- BFC
- The British Fashion Council, which organises London Fashion Week and curates its schedule.
- On-schedule
- A show or presentation on the official London Fashion Week schedule.
- Off-schedule
- Independent events held around the week but outside the official schedule.
- NEWGEN
- A BFC talent support scheme for newer designer businesses.
- Presentation
- A static or informal showing of a collection, often more intimate than a catwalk.
- Showroom
- A space where buyers view and order collections by appointment.
- Press day
- A day when editors and stylists view samples to plan future features.
- Lookbook
- Photographs of every look in a collection, shared with press and buyers.
- Accreditation
- Official access for press and buyers. For press, the published criteria ask for recently published work.
- DA and DR
- Domain Authority (Moz) and Domain Rating (Ahrefs), third-party scores for a website’s strength.
What to prepare before we start
For London Fashion Week PR, prepare a one-paragraph brand story, five to ten high-resolution looks, a founder photo and short biography, key facts about materials and production, prices and stockists, and your London dates. Send what you have and we will tell you what is missing.
- Brand storyOne paragraph: who you are and why you exist.
- The collectionThe idea behind this season in a few lines.
- ImagesFive to ten high-resolution looks, with credits.
- FounderA portrait and a short, honest biography.
- FactsMaterials, makers, where pieces are produced.
- BuyingPrice range, stockists and how to order.
- DatesShow, presentation, showroom or launch dates.
- LinksWebsite and social profiles, all up to date.
London Fashion Week PR: frequently asked questions
What is London Fashion Week PR?
It is publicity work timed around London Fashion Week: announcements, show and presentation coverage, designer interviews, brand features and founder stories that help buyers, editors, customers and AI search tools find and trust your brand.
Which PR agencies are involved in London Fashion Week?
Most designers on the schedule work with their own press office or a fashion PR agency, and the London Fashion Week website lists press and sales contacts for participating designers. United Press is an independent agency that secures guaranteed coverage for brands around the week; we are not affiliated with the British Fashion Council.
How do I get invited to London Fashion Week?
Shows are mostly for invited industry guests: press, buyers and people the brands invite themselves. Press and buyers can apply for accreditation through the official London Fashion Week website. For brands, being written about does not depend on an invitation.
What are the requirements for London Fashion Week press accreditation?
The published accreditation criteria ask press applicants for proof of recently published work within the past 12 months, online or in print. Check the official London Fashion Week accreditation page for the current rules.
How can a designer show at London Fashion Week?
Designers apply to the British Fashion Council. Its published criteria for the schedule say applicants should have been in business for over a year, with ready-to-wear or accessories collections. Newer businesses can look at BFC talent schemes such as NEWGEN.
When is London Fashion Week?
Twice a year, in February and September. The September 2026 edition ran from 17 to 21 September. Future dates are confirmed by the British Fashion Council.
Do I need to show to get London Fashion Week coverage?
No. Many brands earn coverage through presentations, showrooms, off-schedule events or launches timed to the week. A strong story matters more than a catwalk.
How much does London Fashion Week PR cost?
At United Press your plan is free and each publication has one fixed price, paid upfront. There is no retainer, and you receive a 100% refund if the agreed article is not published.
Is the coverage guaranteed?
Yes, for the placements you book. Each agreed article goes live within 14 days of your approval, or you receive a 100% refund.
Which publications can I appear in?
Popular London choices include the Evening Standard, London Loves Business, The Independent, The Times, Glamour, WWD, OK! Magazine, Fashion Week Daily, Business Insider and Entrepreneur (UK), from an inventory of more than 1,600 publications. DA and DR are shown for each.
Will my article say it is sponsored?
It depends on the publication. Some use a sponsored label, some a discreet label and some none, and link types vary. We show you both for every title before you book.
When should I start planning?
Eight to ten weeks before the week is ideal. If you are later than that, coverage during and after the week still works well.
Do I approve the article?
Always. Nothing is submitted to a publication until you have approved the final text.
Can international brands use your London Fashion Week PR?
Yes. We work with brands from every country and run the whole process remotely, placing coverage in UK and international publications.
Can you get my brand on the official schedule?
No. The schedule is curated by the British Fashion Council. We focus on what we can guarantee: your story, published in named titles.
Can the public attend London Fashion Week?
Most shows are for industry guests. Public events and ticketed experiences have been offered in some seasons, so check the official London Fashion Week website for what is available each season.
Will coverage help with Google and AI search?
It can. Articles on established sites are trusted sources for both Google and AI assistants. Consistent facts about your brand across several articles make accurate answers more likely, although nobody can guarantee a specific ranking or AI mention.
Do you also cover Milan and Paris?
Yes. See our Milan Fashion Week PR and Paris Fashion Week PR services.
London is looking for what is next. Let it find you.
You have worked late into the night, chased fabric, fixed samples and believed in this collection when nobody else could see it yet. That work deserves more than a few photos and a busy week that passes you by.
Picture a buyer, an editor or a future customer searching your name, and finding your story in the publications they trust.
Tell us about your brand and your London plans on the short form below. We will send a free press plan with your best angle, the right publications with DA and DR, and a fixed price for each.
United Press · Brook’s Mews, Bond Street, London W1K 4HA · 07447 882377 · Award-winning, in PR since 2001 · Clients in every country
Your London Fashion Week press countdown
Start London Fashion Week PR about ten weeks before the week. Agree your story and publications first, prepare images and facts next, announce three to five weeks out, publish features during the week and keep publishing interviews and business stories for up to six weeks after.
- 10 weeks before
Choose your story
One angle, the readers you want and a shortlist of publications with DA and DR. You approve the plan and fixed prices.
- 8 weeks before
Prepare your assets
Lookbook, founder portrait, biography and the facts editors will ask for. We draft your first article.
- 5 weeks before
Announce
Your show, presentation, showroom or launch goes public while editors and buyers are planning their week.
- Show week
Be in the conversation
Features timed to the week, so your name appears alongside the season’s coverage.
- 2 to 4 weeks after
Go deeper
Designer interviews and craft stories, when the noise drops and buyers are deciding orders.
- Up to 6 weeks after
Build authority
Founder and business coverage that keeps working in Google and AI search until the next season.
Already past the ten-week mark? Coverage after the week is often the most valuable, and our placements go live within 14 days of approval.
Who reads London Fashion Week coverage, and what they need to see
London Fashion Week coverage is read by editors and stylists looking for new names, buyers checking whether a brand is safe to stock, customers deciding whether they want it, investors judging the founder, and AI tools gathering facts. Good PR gives each of them the proof they need.
| Reader | The question in their head | What convinces them | Where we would place you |
|---|---|---|---|
| Editors and stylists | “Is this new and worth my readers’ time?” | A clear angle, great images, a founder who can talk | Fashion Week Daily, Glamour, WWD |
| Buyers and stockists | “Will this sell, and will they deliver?” | Respected coverage they can find by searching your name | Evening Standard, The Independent, WWD |
| Customers | “Is this for someone like me?” | Seeing you in titles they already read | OK! Magazine, Female First, Attitude |
| Investors and partners | “Is this founder building something real?” | Business coverage with a growth story | Business Insider, Entrepreneur (UK), London Loves Business |
| Google and AI assistants | “Which sources can I trust about this brand?” | Several consistent articles on high-authority sites | A mix of national, fashion and business titles |
Menswear, accessories and jewellery in London
London Fashion Week PR is not only for womenswear. London has a long tradition of tailoring and a strong independent scene in accessories and jewellery. These categories photograph well, are easy to buy and travel well across UK and international titles.
Menswear stories tend to focus on fit, fabric, craft and longevity. Accessories and jewellery stories often centre on the maker, the material and the meaning behind a piece, which suits founder-led features.
Strong titles for these categories
- The Times (DA 92 / DR 91): heritage, tailoring and senior founders
- Attitude (DA 76 / DR 72): fashion, culture and profiles
- OK! Magazine (DA 81 / DR 76): jewellery, gifting and celebrity-adjacent stories
- Luxury Lifestyle Mag UK (DA 49 / DR 71): luxury accessories and launches
- Mark Meets (DA 64 / DR 78): interviews and founder profiles
Telling a sustainability story without the risk
In the UK, environmental claims should be clear, accurate and backed by evidence. The Competition and Markets Authority’s Green Claims Code sets out how businesses should make them. For London Fashion Week PR, that means specific, provable statements rather than vague words like “eco” or “green”.
Sustainability is one of the strongest London story angles, and one of the easiest to get wrong. Editors are increasingly cautious, and readers notice when a claim does not add up.
How we write sustainability stories
- Be specific: “made from deadstock wool from a Yorkshire mill”, not “eco-friendly”
- Show the evidence: certificates, supplier names and numbers you can share
- Tell the whole picture: what you have achieved and what you are still working on
- Avoid absolutes: “zero impact” or “100% sustainable” are rarely true
- Check before publishing: every claim in your article is approved by you first
We do not give legal advice. If you are unsure about a claim, check the CMA’s guidance or speak to an adviser.
Celebrity dressing and influencers: what PR can and cannot do
Celebrity and creator visibility can amplify a London season, but it cannot be promised and it is not the same as editorial coverage. Paid or gifted social posts in the UK should be clearly labelled as advertising. Editorial articles, by contrast, are published by the publication and stay searchable.
Many brands hope a well-known person will wear their pieces during the week. Sometimes it happens through stylists and relationships built over years; often it does not. Honest PR is clear about the difference between hoping for a moment and guaranteeing a result.
- What we guarantee: articles in named publications, live within 14 days of approval, or a full refund
- What we can support: a strong story and assets that make stylists and creators more likely to take notice
- What no one should promise: that a specific celebrity will wear or post your work
- What to remember: UK advertising rules expect paid influencer posts to be labelled clearly, for example with “#ad”
Working with public figures? See our celebrity PR agency in London.
How to measure London Fashion Week PR
Measure London Fashion Week PR by the articles published, the strength of the sites (DA and DR), searches for your brand name, referral visits from coverage, wholesale enquiries, stockist conversations and whether AI assistants describe your brand accurately.
Likes and impressions fade quickly. The numbers that matter are the ones linked to sales, stockists and your long-term reputation.
Six numbers worth tracking
- Articles published, and in which titles
- Searches for your brand name in Google Search Console
- Visits to your website from each article
- Wholesale and stockist enquiries after the week
- Direct sales or waiting-list sign-ups
- How AI assistants describe your brand when asked