How to Get Access to Fashion Industry Events

One of the most exciting aspects of the fashion industry is the fact that it is characterized by glamorous parties, fashion shows, product launches, presentations… Everything seems very exciting: discovering the new collections before anyone else, being in the same place with celebrities, influencers and all the most influential figures in the fashion system, having free food and drinks and sometimes fantastic goodie bags. For those who are at the beginning of their career in fashion, attending one of these events seems like a dream. Unfortunately, getting access to fashion events is not that simple. In fact, working in fashion is not enough to have access to all the industry events.

The most glamorous events and fashion shows are accessible only by invitation, so if your name is not on the list, you won’t attend, no matter which fashion company you work in.

I remember when I was working in fashion e-commerce for Kering and YNAP that together with my colleagues we set up meetings to watch the latest fashion shows in streaming all together in a meeting room. So, working in fashion doesn’t give you automatic access to events.

Events such as fashion shows, presentations, product launches, are organized by fashion companies to promote the new collection or product, so even if it is a party and everyone is drinking champagne, the aim is always that of business. A party, a fashion show and a presentation are nothing but part of the marketing and PR strategy so the main purpose is to invite people who can increase the brand’s reputation. However, let’s face it, there are also other people who have nothing to do with it and still enter events.

So especially if you are starting out in your fashion career, how can you get access to fashion industry events?

Here is who generally participates in fashion events:

• Editors: get a job at a fashion magazine or online fashion publication and you will be filled with invitations from designers who want to have you at their parties, fashion shows, presentations, product launches. Why are journalists and editors always invited to fashion events? That is actually very simple: what is the best way to ensure that the new collection is seen by everyone? Having a journalist to write about it and publish it on a website or magazine. Many editors get access also for their assistants or interns, so even if you have just started working at a magazine, you will have access to fashion events.

• PR agencies and in general those who work in PR within a brand are themselves responsible for organizing the event, so it is obvious that they attend. However that evening, they will be at the event to work. Therefore get a job at a PR agency to have access to the clients’ events, or in the PR team of a brand to get access to their events.

• Let’s be honest, 30% of the people who attend fashion industry events are invited because they have a friend who works in the company and who put them on the list. In general, some employees can add a couple of people on the list, even if they have nothing to do with the fashion industry.

• Employees. Whatever your role in the company, if a brand organizes an event, you will surely have access to it, therefore counting two seasons of fashion week, you’ll attend at least two events per year 😉 If your company has organized an event and it seems you haven’t been invited, do not hesitate to ask to participate, you will surely get a spot on the list.

• Influencers. That influencers have access to events is now obvious. And it is not uncommon that even those who work in fashion have a significant number of followers to be considered influencers and to be able to request access to events and fashion shows.

• Working as a volunteer: one of the easiest ways to attend a fashion show is to work as a volunteer in the backstage during the fashion week.

• Photographers: there are always photographers at events, therefore if you have started a career as a photographer or you’re assisting one, you could get access to events

Unless you choose a career as an editor, pr or influencer, to get access to fashion industry events of other brands you should:

• being a former employee who has maintained good relationships and is invited by former colleagues
• have a friend who works in fashion and ask if they can put you on the list
• Know someone who works in a PR agency and make sure that your email is registered in the database so that when they send the invitations, your name will be on the list

See if in your contacts any of your friends, schoolmates, former colleagues work in fashion companies or agencies and ask if they can put you on the list for some events.

In these cases, especially at the beginning of your career, it is super important to build your connections. Adding someone on Instagram or LinkedIn is not enough to get an invitation to an event. People can invite a limited number of people, so as you can imagine, they will put on the list close friends rather than a LinkedIn connection. So you have to develop real connections with at least a couple of people, like a sort of professional friendship. When you find someone on Instagram or LinkedIn, take the connection offline by inviting them for a coffee to get to know each other better. You won’t be able to be friends with all your LinkedIn contacts, but even just a couple of them are enough to have access to some events. As you enter the sector and move to another company or change job, you will get to know more and more people and your network of fashion friends will expand and you will have access to more events.

In the meantime, take advantage of all the free events. In the fashion capitals there are many open to the public especially during the fashion week, therefore download the official calendars of the fashion weeks and find out what events are accessible to everyone. Nowadays more and more brands open fashion shows and events to the public through tickets, competitions or free admission.