Storytelling with Collection Notes
Having a successful fashion collection launch is no easy feat. Whether released via an elaborate runway presentation or simply on social media, every detail must be meticulously planned and executed to ensure that the designer’s vision is communicated accurately to the media and the public.
Visual storytelling is a cornerstone of fashion marketing and, when done well, can call attention to a label’s own supremacy. Still, while many designers attempt these creative-cum-clandestine releases, they regularly leave yawning gaps in what could otherwise be a flawless PR strategy.
Collection notes – or show notes, if you still fancy the runway – are documents that provide a comprehensive overview of the designer’s collection. It is one of the most invaluable – and often ignored – storytelling tools a fashion designer has to make sure their message is heard. Including information about the inspiration behind the collection, the materials used, the silhouettes, the colours and patterns, and the overall message the designer is trying to communicate helps to maintain a strong visual residue of the collection and brand.
…the drumbeat heralding a collection’s release…
The drumbeat heralding a collection’s release, collection notes are a great way to ensure that the media and the public understand the designer’s vision and are able to accurately convey the release to their readers. Collection notes also help to give context and provide background information on the designer’s work. Beyond the fairytale, saccharine Instagram captions, they can explain the thought process behind the collection, the techniques used, and how the designer’s work fits into the larger fashion landscape. This helps to establish the designer as an authority in their field and lends credibility to their collection.
Additionally, collection notes are a great way to create a memorable experience for the media and the public. By providing detailed information about the presentation, the designer is able to give readers a deeper understanding of the collection. These notes are the more structured counterpart to the rumpled non-narrative we see bandied about on social media, and the most useful companion to a collection’s PR photos. This helps to create a lasting impression of the collection, particularly by offering the media a good baseline from which they can write about the work and goes a long way to help establish the designer’s brand.
Besides, the easiest way to get the media talking about you? Tell them what to say.