What Happens At A Press Preview // Taylor Stitch
I spend so much time in the blogosphere that sometimes I forget that non-bloggers aren’t familiar with certain terms like blogger brunch, unboxings, and press previews. I’ve discussed the first two in previous blog posts, but press previews are in a whole different category. When designers create a new collection, they host press previews where they invite media (bloggers included) to come view the pieces before they go on shelves. This gives the press the opportunity to create buzz before the collections hit stores.
Some brands host private press previews themselves, and others hire PR firms to simply include some of the new pieces in a larger preview that features multiple brands. I’ve been working with Made PR for a couple years now, and I have always been impressed with the selections they showcase. Their most recent preview was held at Timbuk2’s NoHo location where the downstairs was set up with racks of bags and clothes. Made PR’s team walked me through the collections and introduced me to a couple new brands, my favorite being Taylor Stitch. I was fascinated by Taylor Stitch’s business model, which is essentially run like a Kickstarter campaign. They create samples which are photographed for the website, but each item is only made after enough customers place orders to fund its production. I was immediately drawn to Taylor Stitch’s Frida Cardigan, which is insanely soft, and The Katherine in Blanc, which is a perfect fitting, silky feeling white button down shirt.
Following a preview, whoever showed you around will generally email you an overview of what you saw. From there, press can request additional information, images, or a sample of a particular product. I requested The Katherine in Blanc, which is what I’m wearing in these photos. Press previews generally only last 10-15 minutes, but they’re a great way to meet the faces behind the brands and get early access to exciting new collections. Now you know. :)
The Katherine in Blanc: Taylor Stitch (c/o)
Sloan Pant: Banana Republic (c/o)
Mini Pink Bag: Zac Posen (c/o)
Fringe Slides: Zara