A beautifully styled space, a new collection taking centre stage and guests stepping right into your brand’s world. There’s always something special about a good press day. It’s a moment when fashion editors, journalists, stylists and content creators get to know you and your brand, while truly experiencing the feeling behind it.
For fashion and beauty brands, a press day is a valuable part of PR and brand communication. It creates opportunities for personal connections, showcases new products in an engaging way and brings your brand story to life. But how do you organise a press day that feels professional, makes an impression and stays with people long after they leave? Our team is happy to share some of our best tips.
For fashion and beauty brands, a press day is a valuable part of PR and brand communication. It creates opportunities for personal connections, showcases new products in an engaging way and brings your brand story to life. But how do you organise a press day that feels professional, makes an impression and stays with people long after they leave? Our team is happy to share some of our best tips.
What is a press day?
A press day is an organised media event where a brand invites members of the press and relevant industry professionals to discover a new collection, product launch product launch or brand story. Fashion and beauty brands often use press days to present a new seasonal collection, introduce a beauty product or bring their brand positioning to the forefront. Unlike a large-scale press event, a press day often takes place in a more intimate setting. Guests have time to take a closer look at products, ask questions, feel the materials and connect with the brand. It’s precisely this personal approach that makes the experience so valuable. A press day offers the kind of attention that is no longer a given in an overcrowded digital world.
Organising a press day starts with a strong concept
A successful press day needs a clear creative direction. The presentation should not only look beautiful, but also tell a story about the brand’s identity. Think about the colours, materials, styling and atmosphere that complement a new collection or product launch. A minimalist beauty brand, for example, calls for a very different look and feel than a bold fashion label with a colourful collection.
Start with the story you want to tell. What message should guests take away? Which details make your brand recognisable? When the concept is carried through consistently in the invitation, venue and product presentation, it creates a cohesive brand experience. More often than not, it’s the subtle details that make a press day truly special.
A successful press day needs a clear creative direction. The presentation should not only look beautiful, but also tell a story about the brand’s identity. Think about the colours, materials, styling and atmosphere that complement a new collection or product launch. A minimalist beauty brand, for example, calls for a very different look and feel than a bold fashion label with a colourful collection.
Start with the story you want to tell. What message should guests take away? Which details make your brand recognisable? When the concept is carried through consistently in the invitation, venue and product presentation, it creates a cohesive brand experience. More often than not, it’s the subtle details that make a press day truly special.
Choosing the right venue for your press day
The venue plays a major role in shaping the overall feel of your event. A space should not only be practical, but also reflect the character of your brand. Lighting, interiors, layout and the way products are displayed all influence how guests experience the space.
For a fashion or beauty press day, an inspiring venue can make all the difference. Natural daylight brings out colours, textures and materials beautifully. A characterful interior instantly adds personality to the presentation, while different settings offer room to showcase a variety of collections and product categories.
The layout deserves just as much attention. Guests should be able to move around easily and take their time exploring the products. A welcoming reception, an organised presentation and plenty of space for conversations all help create a natural flow. At Atelier Oost Amsterdam, our aesthetic studios, with their tall windows, distinctive set builds and individual character, provide an inspiring setting for creative brand presentations and productions.
The layout deserves just as much attention. Guests should be able to move around easily and take their time exploring the products. A welcoming reception, an organised presentation and plenty of space for conversations all help create a natural flow. At Atelier Oost Amsterdam, our aesthetic studios, with their tall windows, distinctive set builds and individual character, provide an inspiring setting for creative brand presentations and productions.
Fashion and beauty: give your collection the attention it deserves
A fashion press day is all about seeing, feeling and experiencing a collection. The way garments are presented influences how guests remember the designs. Think carefully styled rails, standout key pieces and combinations that capture the brand’s signature look. Give special fabrics, silhouettes and details room to shine. You don’t need to display an entire collection to make an impression. A thoughtfully curated selection can actually create more intrigue. Our tip? Add an extra personal touch by inviting the founder or founders of the brand. This gives guests the opportunity to ask questions in person and hear the story behind the collection directly from the people who created it.
At a beauty press day, the focus is often on the product experience. Packaging, texture, fragrance and how a product feels to use all play an important role. Make sure guests can take a closer look and, wherever possible, try the products for themselves. A beautifully styled product table is a great starting point, but a personal demonstration or introduction can bring the story behind a product to life. Especially when it comes to skincare and make-up, it’s valuable for guests to understand what makes a product special and how it fits into the brand’s philosophy. We have another little tip here: why not incorporate some of the ingredients used in your products into your bites and drinks ? It’s an unexpected detail that makes the experience even more memorable.
A fashion press day is all about seeing, feeling and experiencing a collection. The way garments are presented influences how guests remember the designs. Think carefully styled rails, standout key pieces and combinations that capture the brand’s signature look. Give special fabrics, silhouettes and details room to shine. You don’t need to display an entire collection to make an impression. A thoughtfully curated selection can actually create more intrigue. Our tip? Add an extra personal touch by inviting the founder or founders of the brand. This gives guests the opportunity to ask questions in person and hear the story behind the collection directly from the people who created it.
At a beauty press day, the focus is often on the product experience. Packaging, texture, fragrance and how a product feels to use all play an important role. Make sure guests can take a closer look and, wherever possible, try the products for themselves. A beautifully styled product table is a great starting point, but a personal demonstration or introduction can bring the story behind a product to life. Especially when it comes to skincare and make-up, it’s valuable for guests to understand what makes a product special and how it fits into the brand’s philosophy. We have another little tip here: why not incorporate some of the ingredients used in your products into your bites and drinks ? It’s an unexpected detail that makes the experience even more memorable.
Inviting press, influencers and editors
Did you know that your guest list plays a major role in determining the character and relevance of your press day? It can be tempting to invite as many people as possible, but a carefully curated guest list often works much better. Think about how well your guests align with your brand identity and the collection or product launch you’re presenting. Fashion editors, beauty journalists, freelance stylists, PR professionals and content creators all bring their own perspective. Consider who you want to reach and which relationships you would like to strengthen. A personal invitation can make all the difference. Explain why you would love to welcome that particular guest and give them a little preview of what to expect at the press day.
Planning is equally important. Some guests have packed schedules or attend several press events in one day. Offering individual time slots can create a more relaxed atmosphere and leave plenty of room for conversation. It also prevents the presentation from becoming too crowded, ensuring every guest receives the attention they deserve.
Did you know that your guest list plays a major role in determining the character and relevance of your press day? It can be tempting to invite as many people as possible, but a carefully curated guest list often works much better. Think about how well your guests align with your brand identity and the collection or product launch you’re presenting. Fashion editors, beauty journalists, freelance stylists, PR professionals and content creators all bring their own perspective. Consider who you want to reach and which relationships you would like to strengthen. A personal invitation can make all the difference. Explain why you would love to welcome that particular guest and give them a little preview of what to expect at the press day.
Planning is equally important. Some guests have packed schedules or attend several press events in one day. Offering individual time slots can create a more relaxed atmosphere and leave plenty of room for conversation. It also prevents the presentation from becoming too crowded, ensuring every guest receives the attention they deserve.
The details that make a press day special
A strong brand experience often comes down to details that might seem obvious at first. The first impression on arrival, the music playing in the background, the scent in the room and the way guests are welcomed all contribute to the atmosphere. Hospitality deserves attention, too. A really good coffee or a beautifully served drink makes the visit that little bit more enjoyable.
It’s also worth thinking about the practical side of your presentation. Make sure product information is available, guests know who to approach with questions and press materials are easy to access. A digital press kit containing product information, imagery, prices and contact details makes it much easier for guests to feature your brand afterwards.
And don’t forget the content opportunities. A carefully styled press day offers plenty of possibilities for photography, social media content and behind-the-scenes moments. A recognisable setting, beautiful product details and a few well-planned photo moments ensure the experience lives on long after the event itself.
A strong brand experience often comes down to details that might seem obvious at first. The first impression on arrival, the music playing in the background, the scent in the room and the way guests are welcomed all contribute to the atmosphere. Hospitality deserves attention, too. A really good coffee or a beautifully served drink makes the visit that little bit more enjoyable.
It’s also worth thinking about the practical side of your presentation. Make sure product information is available, guests know who to approach with questions and press materials are easy to access. A digital press kit containing product information, imagery, prices and contact details makes it much easier for guests to feature your brand afterwards.
And don’t forget the content opportunities. A carefully styled press day offers plenty of possibilities for photography, social media content and behind-the-scenes moments. A recognisable setting, beautiful product details and a few well-planned photo moments ensure the experience lives on long after the event itself.
What happens after a press day?
A press day doesn't end when the last guest leaves. Following up is just as important. Send guests a personal thank-you email and, if relevant, share additional imagery or product information. If someone has shown interest in a particular product or potential collaboration, this is the perfect moment to continue the conversation. It's also worth evaluating how the event went. Which elements attracted the most attention? Which questions came up regularly? And which connections are worth following up on? These insights will help you make future press days even more focused and successful.
A press day doesn't end when the last guest leaves. Following up is just as important. Send guests a personal thank-you email and, if relevant, share additional imagery or product information. If someone has shown interest in a particular product or potential collaboration, this is the perfect moment to continue the conversation. It's also worth evaluating how the event went. Which elements attracted the most attention? Which questions came up regularly? And which connections are worth following up on? These insights will help you make future press days even more focused and successful.
Organising a press day in Amsterdam?
A press day calls for a venue that is just as special as the brand you’re presenting. The Playground, our largest studio, is the perfect setting for this: various fashion and beauty brands have already made use of it. And we can certainly see why. This creative playground offers plenty of space to go all out, with impressive stand designs, iconic staircases and endless possibilities. Nothing is too crazy.
The warm, textured earth tones on the walls, the high windows and ceilings, and the magical natural light create a setting full of character for your brand presentation. Thanks to the unique vistas and various nooks and crannies, you can effortlessly create multiple presentations within a single space. This is ideal if you want to give different brands, collections or product lines their own stage.
Whether you opt for a sophisticated beauty showcase, an extensive fashion press day or a fully-fledged creative brand event: at The Playground, your concept will have all the space it needs. You provide the idea; we offer the creative playground to turn it into something special.
The warm, textured earth tones on the walls, the high windows and ceilings, and the magical natural light create a setting full of character for your brand presentation. Thanks to the unique vistas and various nooks and crannies, you can effortlessly create multiple presentations within a single space. This is ideal if you want to give different brands, collections or product lines their own stage.
Whether you opt for a sophisticated beauty showcase, an extensive fashion press day or a fully-fledged creative brand event: at The Playground, your concept will have all the space it needs. You provide the idea; we offer the creative playground to turn it into something special.