The film premiere – heaven or hell for PR?
June 3, 2010
A film premiere is both heaven and hell for a fashion PR (I should know, I used to be one). You need to ensure that your dress is seen on the right people, received well by the critics and that the photographs appear in all the right publications. If a premiere goes well it can make an otherwise unknown brand a must-have label over night. However, a premiere can also be a PR’s worse nightmare as it can quite literally mean the end for a successful brand. You need to ensure that your dress is not worn by the wrong celebrity, nobody wants to see a Z-list celebrity on the red carpet in their client’s creation or even worse that the dress is worn by a different celebrity to the same premiere and that it looks better on them. My advice for a premiere is to ensure that you secure the only dress and that the brand you have borrowed it from sign an agreement that they will not lend it out to any other celebrities until your client has worn it.
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