Fashion PR Terms You Should Know (So You Don’t Look Lost at Fashion Week)
If you want to work in fashion PR or events, you need to speak the language. Not French. I mean the wild stuff PR people say while holding a clipboard in one hand and a coffee in the other. If someone throws “FROW” at you mid-show and you blink twice, it’s game over. So here’s your cheat sheet. No fluff. Just facts.
Front Row aka FROW
This is the VIP zone. Editors, celebs, brand friends, and people whose presence screams clout. If you're in PR, this is the hot zone. Seat someone wrong and you’ll feel the heat.
Used in a sentence:
Wait, why is that random TikTok guy in the FROW?
Lookbook
A lineup of all the outfits in a collection. Sent to editors, stylists, and buyers. Digital or physical. Either way, it needs to be clean, pretty, and on-brand.
Pro tip:
If you’re helping put one together, it has to match the vibe of the show perfectly.
Pull or Loan
When someone borrows a piece from a brand for a shoot, event, or red carpet. It’s not theirs to keep. You want it back. Hopefully, in one piece.
Used in a sentence:
She pulled that vintage Dior dress and now she’s dodging emails.
Seeding
Sending gifted items to celebs or influencers hoping they’ll wear or post them. No guarantees. But when it hits, it hits.
Think:
Beyoncé wears your bag once and suddenly you’re booked for the year.
Press Release
The official announcement. Sent to media with all the info about a new drop, event, or initiative. Clear, catchy, and very polished. If you’re in PR, you’ll write a million of these.
Used in a sentence:
Do we have the press release ready for the 9 a.m. blast?
Embargo
Basically a hold. The media gets the info but they can’t post anything until a set date. Break it and you might not get invited again.
Used in a sentence:
It’s under embargo until Tuesday 9 a.m. sharp.
RSVP Management
AKA chasing people for replies, confirming names, plus ones, and making sure the guest list is tight. If someone brings a friend who’s not on the list, you’ll be the one dealing with it.
Reality:
You’ll send three follow-ups and still get ghosted until the morning of.
Show Notes
The little booklet or email with the theme, inspiration, and key details of the collection. Helps press and guests understand the vision without guessing.
Used in a sentence:
She quoted the show notes word for word in her review. Love that for us.
Look One
The outfit that opens the runway. Always iconic. Always strategic. Sets the tone for the whole collection. Usually goes to the brand’s top model.
Used in a sentence:
Naomi closed and opened. That’s Look One energy.
Coverage
Every post, article, reel, or TikTok that mentions the brand or event. Your job is to collect it, track it, and show it off as proof the strategy worked.
Used in a sentence:
We got five pieces of Vogue coverage and two from Hypebeast. Win.
Bonus Term Fire Drill
Not official but real. When everything goes wrong five minutes before the show starts and you’re sprinting in heels pretending everything’s chill.
Used in a sentence:
The seating chart got deleted and two celebs are fighting over the same seat. It’s a fire drill moment.
The Wrap-Up
Knowing these terms doesn’t just make you sound smarter. It makes you sound like you belong. Fashion PR is fast, loud, and a little messy. Speak the language, stay calm, and remember: if you’re holding the clipboard, you run the room—even if you're spiraling inside.
