Overview
The fashion and luxury press officer builds media visibility for a fashion house or brand by cultivating close relationships with journalists, media outlets and influencers. As an ambassador for the brand's image, they orchestrate press coverage worthy of the house's prestige.
What is a press officer?
A genuine go-between for the brand and the media, they promote the house's collections and key moments to journalists, bloggers and influencers in order to secure the best and most flattering media coverage.
What does a press officer do?
Building and maintaining close relationships with journalists, media outlets and influencers in the fashion and luxury sector.
Writing press releases and press kits that showcase the brand's collections and news.
Organising press trips, fashion shows, launch parties and exclusive atelier visits to give journalists a unique experience.
Tracking press coverage and measuring the impact of media relations activity.
Coordinating interviews and media appearances for the brand's spokespeople.
What skills do you need to become a press officer?
Several skills are essential to succeed in this profession:
- Excellent writing skills in French and English
- Excellent spoken communication skills
- A contact book of journalists and opinion leaders
- Patience and diplomacy to champion the brand's projects
- Perseverance and the power to persuade
- A fine understanding of trends and expertise in the specialist press
- Strong organisational skills to run press events
- Responsiveness when sensitive news or a crisis breaks
- Excellent presentation and a flair for public relations
What career prospects are there for a press officer?
The fashion and luxury sector offers excellent career prospects for press officers, particularly within the major fashion houses and specialist press relations agencies.
With experience, you can move up to a press relations manager or communications director role.
In terms of pay, a junior press officer earns between €30,000 and €35,000 gross per year, a salary that can reach €60,000 with experience, particularly in the great luxury houses.
How do you become a press officer?
The role of press officer is open from a two-year post-secondary qualification onwards (a BTS in communications), although most employers look for a Master's level qualification.
Training in communications and influence in the luxury sector is a real asset, as is a perfect command of French and English.
Initial experience on a work-study programme or an internship, particularly within a press relations agency or the press office of a luxury house, is often the way into this role.
