How to Send Event Invites Like a Pro
The Ultimate Guide for PR, Brands & Agencies in Fashion Marketing.
Throwing a fashion event isn’t just about glam and good food - it’s about making your brand shine in front of the right people. Whether you’re working at an agency, in-house for a brand, or handling PR, sending event invites well is mission critical. Nail this and you’re halfway to a successful event.
Why Do Brands and PR Teams Host Fashion Events?
Fashion events do a lot of heavy lifting for brands, they:
Build real connections with media, influencers, buyers, and industry insiders
Create buzz that gets your brand featured in the press and online
Showcase new collections or collaborations in a memorable way
Celebrate milestones or launch new campaigns
Connect with local and global fashion communities
The Art of Sending Event Invites: What You Need to Know
Your invite is your first impression, make it count. Here’s what to keep front of mind:
Who to invite: Think carefully about your target - media, influencers, stylists, buyers, VIP clients etc. Your boss will most likely have control of this list, so it’s a great chance to learn these key faces (after all, you’ll probably be seeing them at industry events in the future). Personalise where you can.
Timing is everything: Send the first invite 3-4 weeks before, a reminder 1 week prior, and a last nudge 1-2 days before.
Clear, on-brand info: Include date, time, location, dress code, RSVP instructions, and any health & safety protocols.
Easy RSVP: Use tools like Eventbrite, Google Forms, or just a simple email reply tracked in Google Sheets.
Follow up politely: A friendly reminder can boost attendance and engagement.
Dressing Your Guests: The “Selects” Process
If your event involves dressing influencers or VIP guests (think runway shows, launches, or exclusive presentations), get ready for a bit of extra work. This process is called handling the “selects” - where invitees choose pieces from the brand to wear for the event.
You’ll usually receive a look book or digital catalogue showcasing the collection or items available. From there, attendees pick their preferred pieces. But don’t expect it to be one and done:
Be prepared for back-and-forth communication about sizes, delivery addresses, and contact numbers. Sometimes it’s easier to text or call the attendee if you have their number.
Confirm details like timing for delivery and returns (if items are loaned rather than gifted).
Double-check everything is sent and received well before the event day.
Managing selects takes extra time and organisation, but it’s key to making sure your guests look and feel amazing.
Your Event Invite Checklist
Finalise guest list based on your event goals
Write clear, brand-aligned invite copy
Double-check all event details are correct and consistent
Personalise priority invites (especially media and influencers)
Choose your sending platform (email, DM, social) and test it
Schedule invites: initial, reminder, final check-in
Track RSVPs with your chosen method
Prepare follow-up messages for non-responders
If you want a plug-and-play invite email template see here. And for the full lowdown on fashion marketing, events, and more, join the business &PLEASURE waitlist - your backstage pass to this industry.
