Media Training for Creative Directors and Fashion Designers
November 27, 2023

There are more opportunities than ever for creatives in the fashion industry to speak to the media. Perhaps that’s why we’re seeing an increasing demand for our Media Training for creative directors and fashion designers. We work with a growing number of fashion, PR and fashion label press offices to provide their senior teams with Media Training.

“We were getting so many demands from fashion journalists to speak to our creative director and he was very keen to do interviews, but we were just concerned to make sure that he knew what to say, and what not to say, and that he was aware of the key messages that we wanted him to get across – as well as things that we didn’t want him to say,” the director of communications of one big fashion label told us recently. “We were all delighted with the media training course that you provided because now our creative director feels more confident and has a better idea of what journalists want to hear and how he can help them while also helping the brand.”

In our Media Training workshops for fashion designers and creative directors, we cover various issues and put them through realistic role-play press, radio/podcast and TV interviews. We also help them master the art of delivering a great performance for YouTube, Instagram, and TikTok. Here are some things we look at in our Media Training for creative directors and fashion designers.

1. Think about your audience.

Whether you’re speaking to the Business of Fashion, The Times, or the Daily Mail, it’s essential to think about the audience. Trade publications, such as Drapers, will want to hear more about business, markets and production and perhaps some figures. They’ll also be happy for you to use industry terms and jargon as their audience will understand them.

However, if you’re talking to a mainstream commercial title, you’ll need to think more about what we’ll be wearing next season – colours, cut and looks. Interviews with the media frequently go wrong because the interviewee hasn’t thought about who the audience is, or who they are talking to. Even within mainstream consumer media, the kind of examples from your current looks you might give the Financial Times would be different to those you might provide for the Daily Mail. We work with in house teams for fashion labels and with fashion PRs to help their creatives focus on the audiences and identify relevant messages for them.

2. Think about examples, stories and anecdotes.

Journalists are always looking for stories – that is, what we call the articles we produce for the print media or the reports we create for TV and radio. Our media trainers are working journalists operating under strict nondisclosure agreements, so when they say that journalists like anecdotes, stories and examples, they’re speaking from experience.

In our Media Training courses for creative directors and fashion designers, we work closely with their PRs to identify stories they can use during media interviews. This might be a little anecdote which explains the inspiration for their current collection. It might be a story from the past which shows how their own personal aesthetic has evolved. Or it might be a conversation or an experience that inspired them to enter the world of fashion and has driven their success. In our Media Training workshops for fashion brands, we make the point that you don’t want to suddenly come out with one of these stories during a media interview – like everything you say to a journalist, you need to have prepared it beforehand. But once you’ve identified and perfected the telling of one of these stories, you know that the journalist will listen, and it will improve the chances of you getting a positive story in the media.

3. Think about your presentation skills.

It’s not just what you say – it’s how you say it. We work extensively to provide media and presentation training for creative directors and fashion designers, so we know that they often like to let their work speak for themselves.

“I’m actually an introvert,” one very well-known and celebrated creative director admitted to us in the immediate training course. “That’s absolutely fine,” we explained. “That just means that when you come to do a media interview or give a presentation, you’ll naturally work harder to make sure that you come across well.” We look at vocal skills and body language in our presentation training courses for creative directors and our Media Training workshops for fashion professionals.” Once we’ve identified what the designer wants to say, with the help of the comms team, we will help them to say it in a way that sounds engaging, upbeat, and memorable. We have a variety of techniques to build the confidence of creative directors doing presentations so that they can really focus on what they want to say about their collections, reassured by the fact that they have a toolbox of techniques to deliver a great YouTube interview, TikTok comment, or presentation to the media.

4. Think about difficult questions that the journalist might ask.

The fact is that most creative directors and fashion designers won’t face the kind of grilling that senior executives or spokespeople for large organisations will experience. However, fashion PRs and the in-house communications teams of fashion labels are always aware of the risks involved in doing media interviews. Questions about sustainability, ethnicity in advertising, or the well-being of those working in the supply chain are all increasingly likely to be raised by journalists doing interviews with creative directors.

Media Training for Fashion Industry Professionals

In our Media Training for creative directors and fashion designers, we look at how to handle these difficult questions and provide tips and techniques for moving the conversation on and retaining control of the interview. We’ll work closely with the in-house media relations teams and fashion public relations people to identify possible risky areas and then develop answers to any of these questions. Most importantly, we’ll help the creative director or fashion designer feel confident giving these prepared answers in a way that sounds natural and authentic but also assertive. We carry out a range of role-play media interviews, and including difficult questions in this safe space is a vital part of our Media Training for the fashion industry.

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