The Evolution Of Press Releases

Traditional Press Releases

A traditional PR is offline visibility, involving the production of press releases (usually for print media). The organisation of press conferences and events usually plays a part too. Traditional PR agencies carry information to a wide audience, without much feedback and the communication is very one-way.

A traditional PR pitch would involve selling in the press release over the phone and lunch, mostly in an email. A press release needs to be well written of course, in order to stand out from the hundreds of other releases journalists get each day, but there is not much focus for creativity or opportunity for engagement with the intended audience with this type of content.


Digital Press Releases

A digital PR focus is online visibility. This means working with Google and other search engines such as Instagram, Twitter and Facebook. To ensure that a client’s website ranks highly in online searches this involves generating high quality links back to a client’s website from each piece of digital content, aswell as optimising the website itself. Done in tandem, this activity will increase a brand’s visibility online.

One thing that sets digital agencies apart from traditional agencies is the opportunity for creativity. A digital piece of content does not have to be limited to 4-5 paragraphs of text, like a traditional press release. Digital content can be in the form of a video, poster anything you’d like, the opportunities are endless.

Here is a proper example of a Digital Press Release –

 Here’s a link to Beyoncés clothing line “Ivy Park” Press Release Video –



Fashion Magazines


Paper is a New York City-based independent magazine focusing on fashion, pop culture, nightlife, music, art and film. Past cover models include Kim Kardashian, Katy Perry, Miley Cyrus, Prince, Jeremy Scott, CL, and Jennifer Lopez.

Paper was founded and launched in 1984 by editors Kim Hastreiter and David Hershkovits (with Lucy Sisman and Richard Weigand) as a black and white 16-page fold-out. Production was done in the offices of The New York Times. The magazine has since evolved into a monthly print and digital magazine.

Image result for paper magazine covers kylie

This magazine has an online presence at It has a white background with plain black font giving a clean look. Each article has one image with a title linking to the full text. they are also active on FacebookTwitter and  Instagram.



Vice is a print magazine and website focused on arts, culture, and news topics. Founded in 1994 in Montreal the magazine later expanded into Vice Media, which consists of divisions including the magazine and website, a film production company, a record label, and a publishing imprint. As of February 2015, the magazine’s Chief Creative Officer is Eddy Moretti, Andrew Creighton is President, the editor-in-chief is Ellis Jones and Alex Miller is the global head of content. As of October 2014, 29 Vice offices exist, being on every continent except Africa and Antarctica.

This magazine has very unusual photos for their covers but it’s different and unique in it’s own way not like other casual fashion magazines where maybe a celebrity is featuring in a photo-shoot. I think Vice is well known and recognised with their logo.  you can visit their website at



i-D has built its reputation on being a consistent source of inspiration in fashion culture. It began as a fanzine dedicated to the street style of punk-era London in 1980, and quickly earned its position at the vanguard of fashion and style, abiding by the premise of originate. I-D has come a long way since its pre-digital, cut-and-paste days and has developed into a glossy magazine that documents fashion and contemporary culture, and has broken ground defining it too. Constantly reinventing itself, I-D continues to encourage creativity, which is why after more than 30 years it’s editorial content still manages to surprise and inspire.

I-D’s website is very easy to find what you want to read about, fashion of course down to music, culture and even the news with featuring videos you can watch on what your reading about that can be very useful.  with a professional look to the website having of course links to your favourite social media of your choice. what I personally like about I-D is on their covers every model is hiding one eye to even closing an eye or even having crops or hands covering an eye with featuring celebrities as you can see such as Adele, Justin Bieber and Rihanna heres a link to the website



Stylishly packaged within a boutique contemporary publication, Voir is produced online on a quarterly basis to run in line with the main seasons of the fashion calendar. Content is targeted primarily at fashion-savvy females in today’s fast-paced digital age, who align to it’s visually-alluring format to receive their captivating yet digestible dose of fashion, beauty and lifestyle on the go. Furthermore, it has become a platform for the showcase of exceptional creativity where we unashamedly publish the work of leading-edge creatives from around the world.

This online website is completely different to the other fashion magazines that I’ve came across,  its visually very busy and condensed with scrolling images and fonts are different styles and colours. It is an reflection of the style of the magazine cover that they use. heres a link to their website


In 1991, Jefferson Hack and Rankin launched Dazed & Confused as an alternative style and culture magazine. The title became a lightning rod for cultural provocation and the magazine became a movement, growing into the agenda-setting publishing powerhouse Dazed Media.Today, Dazed magazine continues to champion radical fashion and youth culture, defining the times with next generation writers, stylists and image makers.

The Dazed website is a very basic simple website, with a very bold title to clearly to stand out and links of course to what you’d like to read about links such as Fashion, News, Art & Culture, Music, Video and photography so it pretty much covers everything that a magazine website normally has. Here’s a link to the website

Fashion Flat Lays

First: It’s all about proportion: Balance out larger items with extremely small ones to create some scale in your flat lay.

Second: Create a full look: A fun way to share my #ootd is to create a whole flat lay. Feature your fave pieces of your look and include statement pieces like a great shoe or a pair of shades.

Third: Use a step stool: If I am getting larger items in my phone shot and I want to include everything, I pull out my step stool I usually use to grab things in my closet to take the perfect shot from above.

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Dover Street Market Collection


Shrimps is a fashion label from the young London-based designer, Hannah Weiland, launched in 2013. With a background in History of Art and a diploma in Surface Textile Design from the London College of Fashion, Weiland takes her inspiration from the witticisms of modern art and a playful engagement with pattern and texture.

Using carefully sourced fabrics that emphasise colour and texture, Hannah creates unique beautifully crafted pieces perfect for the forward thinking customer with a taste for the fun in fashion.  At the heart of the brand is faux fur and outerwear, however the collections also now include accessories and RTW.

Image result for shrimps fashion show

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began his business with five suits and with a small by appointment only shop in 2001 and introduced his ready to wear collection in 2003. His traditionally based hand made suits have evolved into collections recognised by museums around the world including the Costume Institute at the Metropolitan Museum, the Victoria and Albert Museum and the Fashion Museum in Bath. Browne’s innovations in tailoring have been identified with impacting the paradigm of men’s and women’s fashion.


Simon Porte Jacquemus is a 24-year-old self-taught designer who started his own label at age 19. Born in Salon-de-Provence in southeastern France, he has worked his way forward independently, and now has his own studio just off the Place des Vosges. His collections feature crop tops, full skirts, oversized T-shirts, jumbo clown coats, blobby dresses, asymmetrical pieces, and slouchy proportions. He revels in “off” taste and juvenile.

Moschino Fall/Winter 2017-2018

Mood/Style: Pop Art did in fact inspire Jeremy Scott for this Fall-Winter 2016/17 collection, which is a rather literal homage to the provocative artistic work of the British duo Gilbert & George.

Brilliant colours and contour lines that look like they were drawn with a pencil, stand-out prints of crosses and flowers mixed in with a street version of the kilt and vinyl pants pilfered from the punk movement, two-button suits and all-denim outfits, words that evoke universal messages like “hope”, “power” and “life” printed on jersey sweaters, parkas and bombers. A fun and hypnotising collection, just what you would expect from Scott, who reveals his artistic complexity in the most imperceptible details.

Colours: magenta, cobalt blue, black, red, orange, military green, navy blue, turquoise, yellow, violet.

Materials: leather, silk, wool, cashmere, nylon, vinyl, cotton, denim, jersey.

Accessories: leather and lace-up boots, cloth backpacks and handbags, skinny ties, sneakers, baseball caps, leather gloves, wool scarves and hats.

Rebekka Ruetz

Since 2009, Austrian fashion designer REBEKKA RUÉTZ shakes up the fashion scene and became from 2011 on a lasting part of Mercedes-Benz Fashion Week Berlin. As part of the event, Rebekka presented, “Funkart” her spring/summer 2017 collection which was full of summer statements.

Like the previous ones, her show began with a touching film in which Rebekka showed a bit of her personality, inspiration and her love for her home Tirol. For the upcoming season she found inspiration at “Schloss Ambras” in Innsbruck, which was reflected in historical painting-prints from the Baroque, Rococo and graphic royal prints that belonged to Sissi, the Austrian empress. “I see strong women“, said Rebekka in her opening film and this is what her fashion was made for.

Accompanied by Muse with the song “Uprising”, containing the lyrics “We will be victorious“. Rebekka Ruétz showed her Funkart fashion composition that consisted of skirts, shirts, jackets, trousers and dresses, made out of silk, cotton, lace, knits, leather imitations and synthetics. Rebekka is well known for her mix of materials and yet again she created a mixture of different elements a bit of vintage flair, contemporary pieces and some surreal aspects. Her summer shape aesthetic could be seen as a game between two design approaches soft and gentle lines built one part of the collection, contrasted by powerful and vigorous shapes, which focused on emphasising the waistlines. 

Rebekka Ruetz Show - Mercedes-Benz Fashion Week Berlin Spring/Summer 2017

Diversity Within Models

Chantelle Winnie Harlow is a former contestant on US reality show Americans Next Top Model. Her skin condition has made her career and become a symbol for diversification and progression. Winnie immediately quit her job and flew to LA. She was 19 years old. “The moment I laid eyes on Chantelle, I wanted her on Top Model,” Banks recalled. “Her beauty is undeniable and her skin breaks down barriers of what is considered beautiful.” She was contacted by a raft of people keen to work with her, including British fashion photographer Nick Knight, who has shot Kate Moss for Vogue, as well as Bjork, Lady Gaga and Kanye West. He placed her in an ad campaign he was shooting for Desial. In 2015 she found herself on the runways of New York and Madrid, alongside Naomi Campbell.

Viktoria Modesta is a model and singer, she is disabled with having a amputation on her leg because and quoting “When I was born in Latvia, I was pulled out sideways twisting my leg and dislocating my hip. The Doctors then made a stupid mistake and put my leg in a plaster and left it on for too long, which killed the nerves and stunted the natural growth, resulting in my leg being 7cm shorter and much thinner by the age of 6.” she has alot of operations because of this so she thought the best decision to make is to amputate her leg.

Shaun Ross Born with albinism, Ross survived violent attacks from bullies while growing up in the Bronx. Then, intrigued by his unusual beauty the agencies came knocking. Now, after six years climbing the ranks of high-fashion modeling, the 22-year-old has earned a seal of approval from the likes of Tyra Banks, Katy Perry, Lana Del Rey, and Beyoncé. Ross’s roles in two of the most talked-about videos of the past few months (Del Rey’s epic “Tropico” and Bey’s “Pretty Hurts”)  link to Lana del Reys short music video featured Shaun Ross –

James Charles At just 17, James Charles made history last month when he was named as the first-ever male ambassador for Cover Girl. The high school senior and makeup artist got the call a few weeks ago only a year after he began putting makeup on himself and turned into a social media star. Since then, it has been a whirlwind. He’s already shot his first commercial alongside his idol Katy Perry and is helping launch Cover Girl’s new So Lashy mascara.”Cover Girl has always embraced diversity and pushed the boundaries,” he said. “I think having a male ambassador really takes it one step further and just expresses inclusivity for all. Makeup is kind of becoming a more gender-less concept, which is so cool and something that I’m all for.”

Ashley Graham has been making waves in the plus size modelling industry. A plus size model, Ashley continually pioneers for women to embrace their bodies no matter what their shape, and has even helped to found ALDA, a coalition of models promoting a healthy body image for women.She is multi-talented aswell as modelling, she has designed her own range of lingerie for plus sized women sold at online retailer Navabi.

Carmen Dell’Orefice quoting from her “I’ve always considered myself a silent actress. The story line is what a photograph is all about,” Carmen Dell’Orefice, who turns 85 today, once told Vogue. Touted as the “oldest working model,” Dell’Orefice grew up in Vogue, first appearing in it’s pages in 1946. Then a dark-haired teenager with the deeply lidded eyes you might see in a Renaissance painting and defined brows, she’d go blonde before embracing, at 26, the silvery gray mane that still defines her look.

                                                                                                                                                                                  Andreja Pejić is an Australian model. Before completing her transition into womanhood in late 2013 Pejić was known as the first completely androgynous supermodel. Today she is the most recognizable transgender model in the world. Just this past winter, Gucci, Proenza Schouler, and Chanel sent men down womenswear runways. Givenchy, Giorgio Armani, Saint Laurent, Raf Simons, and Moschino did the opposite, casting women in menswear shows. Alessandro Michele the new creative director of Gucci, says that the choice to dress male models in womenswear was “a pure recording of something that is happening around us a strong affirmation of freedom, beyond cataloging and labeling.”

                                                                                                                                                                           Rain dove is a model, “I model as male, female, and everything in between. I model as no gender. I model as all genders. I model as just a human being, It’s not about what my body is, its about what my body is wearing.” Rain Dove turned plenty of heads at New York’s Fashion Week as she walked the runway in both menswear and womenswear, but the strikingly handsome 6-foot-2 model doesn’t really care what you think she has between her legs. “The gender thing doesn’t exist, it’s a social construct you don’t have to fit into”.

Madeline Stuart is an 18-year-old Australian teen, with dreams of becoming a model. She has more than 168,000 Facebook fans, and a portfolio of modeling shots. She also has Down syndrome. The bio on the teen’s Facebook page titled, rather irreverently, Madeline Getting Downs To Modeling explains her goal to change the public’s perception about the disorder. “Madeline would like to be a model,” it says. “Modeling will help change society’s view of people with Down Syndrome. Exposure will help to create acceptance in life.”

Masha Tyelna is a from Kharkov, Ukraine. In the world of fashion she is famous by her beautiful luminously huge, cosmic eyes. Masha said that her career began 6 years ago, for three months she turned from an ordinary school girl into a model participating in Paris fashion week. The super model has worked with legendary brands – Givenchy, Saint Laurent, Mui Miu, Nina Ricci, Dries van Noten, etc. Masha Tyelna posed for the iconic world fashion magazines.