Sam and Aubree from Harper's Bazaar making their way through the collection.
In early August, fresh from her trip to Swim Week in Miami USA, our PR and Marketing Director, Julia, travelled to Sydney to present our upcoming Resort 19 collection to Australian fashion editors.
We held our press preview at La Porte Space in Roseberry and hosted our favourite fashion teams for the day. We asked Julia what goes into preparing a press day and what her favourite pieces from the upcoming collection are.
Where do you start when planning a press day?
Finding the perfect date is always the first step. I'm constantly juggling between international fashion weeks, important fashion dates in Australia and ensuring the showing is held at the right time for long-lead press.
Who do you invite?
I'm fortunate to have worked with the Australian media closely for the past couple of years, so sending out our press invites is like sending out a catch-up call to a group of friends. As She Made Me is based in Bangalow, and the majority of Australian fashion media is based in Sydney, it's always nice to take the time to catch up with old friends and meet new.
My invite list always includes the fashion teams and features writers from the leading fashion titles, in addition to stylists, influencers and buyers.
What happens on the day of a press showing?
After bump-in, where I usually lose my mind over what our florist has managed to create (this season we worked with Mi Violetta), I run around and make sure everything looks picture-perfect before my first appointment at 9am.
Our press days involve walking editors through the collection, dressing up and general catching. We usually hold our seasonal press day at La Porte, the team makes it so easy when travelling interstate with a collection. It's always nice to have a walk around and see what other brands and teams are up to, you can generally find at least one other press showing on most days.
After presenting the collection in Miami and again in Australia, you must have picked several favourite pieces...
I have! I have been living in the soon-to-be-released Jaya Midi dress and the Bodhi blouse. You'll see me at the beach this summer in the Mana Bandeau and Mana High-Rise Bottoms.
Julia wearing the soon-to-be-released Jaya Midi Dress.
Resort 19 sitting pretty in our La Porte showroom.
Aubree and Sam from Harper's Bazaar making selects from the collection.
Blooms by the talented My Violetta team.
Sam making selects for an up-coming swim story.
From the courtyard.
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