Fashion PR and press office, Milan
A press office that has the collection in its hands
Press kit, seeding, editors and stylists in Milan and abroad, showroom appointments, event and show press, launch communication. For brands that need to be seen by the right people, in the right season.
Most PR fails because the product, the images and the press arrive at different times. We produce all three, so the press kit is ready when the collection is, with campaign images that editors can use.
Why a campaign made in Milan looks different
Milan addresses
Editors, stylists, buyers and creators who work in Milan, and their counterparts in the main fashion capitals.
Material ready to publish
Campaign, lookbook and film produced by us, with rights that allow press use, delivered with the press kit.
The season, not the press release
A launch window planned with the collection delivery, the show or event and the online drop, so every outreach has something to show.
Samples in Milan
A press sample set finished in our ateliers and managed from our showroom for pulls and shoots.
What a fashion PR agency in Milan does for a brand
Press, stylists, buyers and the people who move taste in Milan can be reached. It takes the right material, the right names and a calendar that respects theirs.
Press office for the launch window
A fashion press office works hardest in the weeks around a launch. We write and produce the press kit: the brand story, the collection notes, the campaign and lookbook images sized for print and web, prices and stockist information where the brand wants them, and a contact that answers within the day. The kit goes to a list of editors, journalists and digital writers built for the brand and the market, in Italy and abroad, with follow up by people the editors already know. Coverage is reported with links and clippings.
Seeding to stylists, editors and talent
Stylists decide what appears on the pages and on the people the public looks at. We run seeding programmes: samples sent to a selected list of stylists, editors, talent and creators, tracked, returned or gifted according to the agreement, with the loan calendar managed around shoots and events. A piece seen on the right person in Milan during fashion week does more for a young brand than a season of advertising, and this kind of placement can only be earned by a press office with the right relationships.
Press days, showroom appointments and events
Twice a year the Milan press and buyers do the rounds of the showrooms. We organise press days and showroom appointments, with the collection presented by story, the lookbook and line sheet on the table, and the people who can explain the product in the room. For shows and launch events the press office builds the guest list, manages invitations and seating and runs the follow up the morning after.
Digital PR and the images that get published
Editors publish what looks good on the page and arrives on time. Our press material comes from the same production as the campaign and the lookbook, with usage rights cleared for press, so an editor can run an image the same day. Digital PR covers online magazines, newsletters, podcasts and the creators whose audience matches the brand, with the same discipline as print: a clear story, exclusive angles where they help, and reporting.
PR for brands launching from abroad
A brand from outside Italy that produces its collection here has a story the Italian and international press understand immediately: a founder, a market and a made in Italy supply chain they can visit. We build the narrative around the ateliers and the city, introduce the brand to Milan during the launch window and keep the press office running in the brand’s own market through partners we select and manage.
What the service includes
Everything is produced and coordinated by our team in Milan. Nothing is left for you to book separately.
From brief to delivery, in weeks you can plan around
- Week 01Brief and budget
What has to be communicated, to whom, when, and the range you can invest.
- Week 01 to 02Story and targets
Positioning, key messages, media and stylist list, launch calendar.
- Week 02 to 04Material
Press kit, images, film, sample set, in time with the collection.
- Launch windowOutreach and seeding
Pitches, appointments, samples out, event or show press.
- Launch windowFollow up
Pulls, interviews, features, social amplification.
- End of windowReport
Coverage, placements, learnings for the next season.
A launch window usually runs six to eight weeks. Ongoing press office is planned by season.
Ways to work with us
- Press kit and story
- Seeding and outreach
- Event or show press
- Coverage report
- Ongoing outreach by season
- Showroom and pulls in Milan
- Fashion week appointments
- PR produced with the campaign and the collection
- One calendar, one team
Every format is priced on the brief. The request form asks for your budget range so the first answer is already realistic.
One contract, from the fabric to the picture
Riccitelli Milano is a production agency first. We develop and manufacture collections in Italy, and that changes how we shoot them.
The samples are in our hands weeks before the shoot, so fittings happen on the real garment and the art direction grows with the collection instead of arriving at the end. The same project manager follows production and campaign, the delivery dates are aligned, and you sign one agreement instead of five. For brands producing in Italy from abroad, this is the shortest path between the first sketch and the first sale.
The problems brands bring us
- Results"We paid a retainer for months and got nothing we could show."
A window with a plan, material ready to publish, and a report of what was placed.
- Material"Editors asked for images and we had none they could use."
The press kit is built with the campaign and lookbook we produce, with press rights included.
- Timing"The press release went out before the clothes were ready."
Collection, images and press are produced on one calendar, by the same team.
- Samples"Our samples went out for a shoot and never came back."
Seeding and pulls are tracked and managed from our Milan showroom.
- Abroad"We are not in Milan and have no contacts here."
We are. And we work with the main fashion capitals for international coverage.
Frequently asked
Do you work with international press?
Yes. Milan is the base and we work with media, stylists and creators in the main fashion capitals.
Can you manage our press samples?
Yes. A press sample set managed from our Milan showroom for pulls, shoots and features.
Is PR available without the campaign?
Yes. It works best with material we produce, but we can run a launch window with your existing images.
Do you handle show and event press?
Yes. Guest list, accreditation and same night material are part of our show and event production.
How is success measured?
By placements and coverage in the targets agreed at the start, reported at the end of the window.
Do you also do social media?
We produce the content and the launch plan. Day to day channel management is agreed case by case.
Request
Tell us what has to be seen, and by whom
Services, timing, a short description and your budget range. You receive a dated reference straight away and a scope as soon as possible, in order of arrival.
The request opens on a dedicated page and takes about three minutes. Nothing is shared outside our team.