How to Write a Fashion Industry Cover Letter (Without Sounding Like a Robot)
Let’s be honest. No one in fashion, marketing or e-commerce is opening your cover letter hoping to be emotionally moved by your “lifelong passion for the brand”. They are skimming. Quickly. Probably between meetings. Possibly on their phone. Definitely tired. Your cover letter’s job is not to impress. It’s to make someone think: “Okay, this person gets it.” Here’s how to write one that actually does that.
What a Fashion Cover Letter Is Actually For
Your cover letter is not:
A personality test
A memoir
A place to re-type your CV in paragraph form
In fashion, marketing and e-commerce, a good cover letter does three things:
Shows you understand the role
Shows you understand the business
Shows you can communicate clearly
That’s the whole brief.
The One Rule Everyone Ignores
Your cover letter should sound like you, but employed.
Not stiff. Not overly casual. Not “Dear Sir/Madam” in the year we live in now. Think: clear, confident, switched-on.
The Structure That Works (Across Fashion, Marketing and E-Commerce)
This structure works whether you’re applying in Australia, New Zealand or elsewhere.
1. Open With Intent
State:
The role you’re applying for
Why this role specifically
Why this business
One or two sentences is enough. This immediately separates you from mass applications.
2. The Middle: What You Bring (Be Specific)
This is where most people lose the plot. Instead of listing every job you’ve ever had, focus on:
2 to 3 relevant skills or experiences
How they relate directly to the role
The value you bring to the team
Fashion examples might include: Buying, production, PR, merchandising, admin or brand support
Marketing examples: Social, content, partnerships, analytics, campaign coordination
E-commerce examples: Product uploads, EDMs, paid ads, CRO, reporting, CX
Vague enthusiasm is not a skill. Specific experience is.
3. Show Brand Awareness (Without Overdoing It)
You don’t need to flatter. You do need to show awareness. This could be:
Acknowledging their product category
Referencing their audience or market
Noting their tone, positioning or growth stage
This shows you understand the business beyond “I love your clothes!!!!!!!!!!!!!!!!!!!”.
4. Close Cleanly
End politely and confidently. Thank them. Say you’d welcome the opportunity to discuss further. No begging. No jokes. No emoji sign-offs. Professional and warm always wins.
If the Brand Is Experimental, You Can Be a Bit Experimental Too
Some fashion, marketing and e-commerce businesses genuinely reward creativity. You know the ones:
Culture-led brands
Digital first businesses
Teams that live on TikTok, Substack or Instagram
Brands blurring content, community and commerce
If a company is clearly operating in this space, you can make a bigger play with your application. We’ve seen candidates:
Create short case studies responding to a brand’s campaign
Build mock content calendars or pitch ideas
Film TikToks analysing what they’d do differently
Make mini decks or visual concepts
Turn the application itself into a content series
Yes, we see you All For Mimi. When done well, this shows initiative, cultural awareness and genuine interest. It signals that you already think like part of the team.
But Let’s Be Clear: This Is Not a Guarantee
Doing something creative does not guarantee:
A reply
An interview
A job
Sometimes it lands perfectly.
Sometimes it gets ignored.
Sometimes it’s seen but not actioned.
That doesn’t mean it was pointless.
It still builds confidence, sharpens thinking and gives you real work to reference again. Just don’t assume effort automatically equals response.
Creativity should be intentional, not desperate.
How to Know Whether to Push It or Keep It Classic
Ask yourself:
Is this brand visibly experimental in how they market themselves?
Do they reward creators and culture-led thinking?
Does the role touch content, brand, marketing or community?
If yes, you can push it.
If the business is more traditional or operational, a clean, sharp, well-written cover letter will work far better. Knowing when not to be clever is also a skill.
How Long Should It Be?
Shorter than you think.
Aim for:
One page
3 to 5 short paragraphs
Plenty of white space
If it looks overwhelming, it will not be read.
A Note on Australia, New Zealand and Everywhere Else
Strong cover letters are universal.
Whether you’re applying in:
Sydney
Melbourne
Auckland
London
Berlin
New York
The expectations are largely the same in fashion, marketing and e-commerce:
Clear communication
Relevant experience
Genuine interest
Professional tone
Neutral, clean language travels well.
Common Mistakes That Quietly Ruin Applications
Writing like a motivational poster
Copy-pasting brand mission statements
Being overly casual or overly formal
Forgetting to update the role or company name
Making it all about what you want
Always proofread. Always.
The Real Benchmark
If someone finishes your cover letter and thinks: “This person would be easy to work with”
You’ve done your job.
