What is a fashion magazine Pull Letter and why you need it if you (want to) work as a Stylist

When you flip through the pages of Vogue and Co. and see their beautiful editorials, you are probably wondering: “How exactly do these photo shoots come to life?”. While there are many steps to bring a magazine cover to life, an important part of the process is when a stylist borrows clothes from a brand to do an editorial piece.  

At the center of this type of exchange between the magazine’s stylist is a document the fashion industry colloquially refers to as a “pull letter” – also known as a letter of responsibility, or LOR for short, or an editorial request.

If you dream of becoming a fashion editor or stylist or editor/stylist, it is absolutely fundamental that you know what a pull letter is and why you need one. In this article, we help you understand what a pull letter means in fashion PR.

What is a Magazine Pull Letter?

In fashion PR, a magazine pull letter – also known as a letter of responsibility or an editorial request – is a legal contractual document between the borrower (usually a magazine and the stylist) and the owner (a designer, a brand, or a showroom). 

Simply put, a pull letter requests permission to borrow clothing, accessories, or other fashion items. It indicates the purpose, typically for a photoshoot, an editorial feature, or a red carpet event.

The pull letter outlines what the borrowed pieces will be used for. Also, how long they’ll be borrowed for and who will take the responsibility if anything were to happen to them.

Pull Letter Example

This is what a pull letter used in fashion PR looks like:

What information should the pull letter include?

In fashion, a pull letter typically contains the following information: 

• Intended use: Specifics on how the items will be used. It includes, in a print publication, online feature, social media, the red carpet, or another event. 
• The names of the parties involved: Stylist, photographer, designer…
• Details of the photo shoot or another event: Time, place, etc.
• In the case of an editorial, which issue the pieces will be featured in, and the theme of the issue.
• A detailed list of the pieces being borrowed, including the retail price
• The dates: When the items will be borrowed and returned
• Explicitly state who is taking financial responsibility in case of damage or loss, often including insurance and credit card details

Why the pull letter matters for brands

“Pull letters” are an important part of fashion business collaborations. Yes, fashion is a business. So, very often there are legal matters like the pull letter to take care of before starting a project. 

Imagine that you are a designer or brand. If you are going to lend your pieces to someone else, you will want the magazine/stylist to take responsibility for them in case they are damaged, lost, or stolen. Luxury brands especially need to have the security of a pull letter. This in case their couture gown or expensive jewelry is not returned. 

The responsibility for returning the pieces or taking financial responsibility for them usually falls on the stylist because many of them are freelancers, meaning they are not employed in-house at a publication. However, in some cases, the editor or the magazine itself can accept the responsibility. Also, the stylist will issue the pull letter on their behalf – especially when working with a renowned stylist. Everything depends on the magazine and its relationship with the stylist. 

In addition, a pull letter gives more legitimacy to a fashion project and helps build trust between the designer/brand and the magazine/stylist.

To wrap up, sending a pull letter is crucial before reaching out to designers to collaborate on an editorial project or an event. 

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