Want to hear what PR insiders think about the industry’s biggest questions? We thought so. In our “Ask the Experts” series, we pose the big questions we know you’re dying to ask to top industry experts.
This time we’re talking with Brittany Kozerski, the current Fashion Market Editor of Marie Claire magazine. Brittany covers the New York, London, Australian, and contemporary markets, as well as vintage, swim, lingerie, active wear, and denim. In addition, she also conceptualizes and edits the shopping and trend pages. Before joining the Marie Claire team, Brittany freelanced for Vogue, had a hand in the early days of Moda Operandi, and worked in the Fashion Department at GQ.
Q: What is your favorite way to see a collection and get to know a brand: runway, showroom, desksides, photos, or something else?
A: My favorite way is through desksides. They’re much more personal, and they give me the opportunity not only to meet with the designer, but also to speak with them in more depth. At most previews, the designer either isn’t there, or is not available to personally walk you through the collection and chat about their experiences. I love asking questions about their background, how they got their start in the industry, what inspired the collection, and even off-topic subjects like their hobbies, favorite restaurants, etc. That personal connection creates a lasting impression in my mind, and serves as a reference point whenever I see the brand, send a request, or attend their events. In fact, many of my closest relationships are with designers I met through a deskside and then personally stayed in touch with. Desksides are also great because there is no time limit on the meeting, unlike rushed appointments at the studio or PR house when I have a packed schedule. I have control of the timing, and I can make it as long or as short as I need in order to fullyunderstand the brand or designer. On a side note, I prefer to receive a current lookbook for a potential deskside. I often have to write back asking for materials—if the editor is too busy to ask for them or thinks it’s yours’ is a generic, mass email, you’ll miss your opportunity.