Here’s something I’ve been thinking about a lot lately. We’ve got about four or five major PR agencies/showrooms here in New Zealand (Auckland specifically). As far as I can tell, they’re all very good at their jobs. So good, in fact, that you can’t pick up a magazine or a newspaper without seeing one of their clients in print. But does all this press correspond to increased stockists and sales for the labels? Most of the young designers I know are dirt poor, yet they’re constantly being interviewed by the media, their collections forever being lauded. It’s an odd phenomenon. In other much written about industries like acting, a lot of press would generally come as a result of a lot of work. You don’t often see out of work actors on the front pages of weekend pullouts.
So I guess the questions I want to ask are:
Is this a situation where the publicists are actually too good at their jobs and don’t have the clients to back it up?
Is it a case of lazy media/stylists always being spoon-fed stories and clothing from very good PR agents?
Is it a case where the public likes reading about New Zealand designers but when it comes time to go shopping they still choose international imports?
Are the designers’ clothes too expensive for what they’re selling in comparison to international (probably made in China) labels?
Are the fashion media only writing about who they want to write about regardless of the tastes of the general public?
Does the New Zealand fashion media have the power to sell clothes to the public?
This is a theoretical debate, so I don’t want a whole bunch of “X label shouldn’t be getting any press at all, they suck,” or “This fashion journalist is a sellout.”
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