The most important point was to pay attention to the fashion trends — that rule the fashion magazines — so that you can pitch your jewelry with relevancy. When the clothes of the season have an Art Deco reference you can be sure that I’ll be searching for some Art Deco-inspired jewels, she said.
After the webinar I was talking with a designer who lives far from NYC and has been making great jewelry for 20 years. “I don’t design to trends but I do want to get more press so maybe I’ll try and make some things that fit into some trends,” she msued. “But how the heck do I know what the coming trends are?”
Some jewelry designers are more fashion-focused than others but both can do the easy research.
There are many sources now for seasonal runway reporting and they’re as close to you as your keyboard. You can just google “fashion week coverage” and click around all day. You’ll find great fashion writers, bloggers, celebrities, tv commentary and millions of more pages of fashion gawking. Just surf to get the overall gist of the mood and the buzz words.
You need those buzz words to build your PR pitch to find the items in your line that can relate to current trends.
I suggest reading:
- www.wwd.com ~ Women’s Wear Daily is the fashion industry’s trade newspaper
- www.thedailyfrontrow.com ~ fashion news website
- www.LATimes.com ~ good newspaper coverage
- www.NYTimes.com ~ great fashion week coverage and all year long trend news, too
- www.nymag.com/daily/fashion ~ the Cut is their fashion blog and it updates daily
You can peruse these sites to learn the quick trends and buzz words the fashion editors will be talkin about all season long. You don’t necessarily have to design a collection to match but you should tailor your PR pitches towards them if you want to get more press in a given season.