Self-PR in fashion: what to do to become noticeable

Work on your personal brand

Personal brand is an important resource for your own promotion. For example, Vogue Russia cites model Adwoa Aboa, winner of the British Fashion Council’s 2017 Model of the Year award, who is known not only for her unusual appearance, but also for her coverage of her difficult story of dealing with addiction and depression.

Personal history and personal opinion are now essential to success. If you are active in social networks, you have a loyal audience, customers will definitely pay attention to this.

Instagram and other networks with a focus on visual content are a great place to post a portfolio. There you can show your work by building a certain style. This will make it easier to figure out whether you are suitable for each other with the one who offered you cooperation or who you want to offer it to.

Creative filmmakers who screen talent via social media are encouraging to experiment and try different ways of presenting content. However, do not forget about qualitative research: it is important to understand what niche you work with and what information field you are in. The larger the audience, the more your responsibility to it.

Promote social media

The higher your activity on social networks, the more clearly the algorithms will be tuned for greater audience coverage.

To make it easier to come up with and distribute content, it is worth using a rubricator – this is a document in which content types, their ratio and headings are written. A well-written rubricator greatly simplifies the preparation of a content plan.


Torn and muddy shots, collages, film and naturalness. Another current trend is the discovery of private life: interesting stories about yourself, the intricacies of the process and the difficulties of implementation attract the audience.

We again return to humanizing brands and professional pages: naturalness, honesty and beauty are in fashion. People are not interested in gloss – they are interested in artists.

TikTok и YouTube

Static visual content comes alive with ease. On TikTok, you can come up with alternative ways to present your portfolio: funny, interesting stories or just beautiful short videos presenting your skills.

You can upload something longer on YouTube: a showreel, a video presentation of a model, or a video about makeup – from tutorials to ASMR videos or creative videos.

Follow industry trends


The head of the British agency Models 1, Hannah Jowit, told Vogue Russia about the trends in model types: “Of course, there are certain model parameters, but having a slender body, long legs and good looks is not enough to become a model. Today much more is required for a successful career: hard work, pleasant character, cheerfulness, sociability and readiness to go to work at any time. ”

For certain projects, the growth of the model may not be at all important, but an unusual appearance will be a big plus. Sasha Antonova, casting director at the DM Casting agency, draws attention to the diversity: “We at DM have always tried to include different types in the selection, we wanted representatives of different races to participate in the show.

Today, along with this, questions of both complexion and gender are increasingly being raised. It’s really cool that more and more gender-fluid models are at the main shows, like, for example, Juno Mitchell (Valentino, Marc Jacobs) and Emily Miller. A few years ago it would have been hard to believe in this. ”

It is worth saying that the trends for a certain type change from season to season: Gucci and Vetements prefer the ugly type, while D&G and Valentino prefer the elven appearance, and large online retailers turn to models with a commercial appearance for filming catalogs.


It is important for aspiring photographers to pay attention to the current shooting styles, visual concepts and choice of locations. Trends in this area are moving in the same direction as the modeling industry: naturalness, technical imperfection and stories torn from reality are in fashion.

Big brands shoot their collections with film cameras, old soap dishes, polaroids or gadgets: from old iPhones to laptop webcams. There is no more strength to pretend, and the audience is more active in accepting the natural reflection of a person, his emotions and body.

Plots on the verge of common sense also resonate in the modern fashion industry, but here, too, an important criterion is the lack of gloss. Non-standard types and poses, bright colors and large-scale ideas are all placed in the same natural scenery of nature, streets, interior.

The combination of familiar beauty in contrast with visual distortions, overexposures, unsuccessful frames and a pixelated image is, perhaps, the general trend for visual in the field of photography and video filming.

Many photographers use their social networks as portfolios, and during the quarantine they arranged online filming for those who wish at facetime. This is a great way to make yourself known to both the general public and the industry.

Makeup artists

Makeup trends – clear glowing skin, makeup without makeup. If we talk about creativity, now everything is possible: applications, sparkles, arrows. In a word, a provocation.

Just as in photography, contrasting combinations are highly valued: not retouched, realistic skin, but a complex and detailed image. It is these photos that are more appreciated on social networks: a make-up artist who owns creative makeup techniques is more in demand in the industry, and can also interest subscribers with non-trivial content and an unusual approach.

Think of a portfolio

Convenience and simplicity when viewing a portfolio is a big plus when choosing models, photographers and makeup artists for filming.

More often than not, producers do not have time to watch a large amount of work, and here personal social networks come into play. If a specialist knows how to correctly present himself, then his professional success will speak for themselves.

Both classic and digital portfolios should contain different options for work, relevant images and projects. At the same time, you do not need to come up with too much and collect everything that is not particularly interesting to you – this will affect the quality.

Learn to communicate with customers

Concise and segmented emails make it easier for the recipient. Such texts are built according to the classic rules of business correspondence: you must specify a name, if you are a model – parameters and age, clarify where you work geographically, whether you have the possibility of temporary relocation for projects.

Be sure to attach your portfolio and social media links that may complement it. If we are talking about a recall for a specific vacancy, clarify your expectations for the terms of work.

An important point is that in any communication, regardless of which side the request came from, it is necessary to clarify the details, both legislative and procedural, and creative. In some situations, the interlocutor may not have enough knowledge about the industry, and in order to avoid misunderstandings, speak out the nuances.

Show yourself on the court

The main thing is to be yourself! It is important not to be nervous and behave naturally. With your energy, lightness and attentiveness, you can greatly help the process, make new important acquaintances or strengthen confidence in your professionalism among familiar colleagues.

Please note that on the site, everyone is engaged in a specific case. For everything to work effectively, it is important to know for sure that you are confident in your tasks and understand what is required of you.

Hard work and willingness to work will help you achieve great results. For example, assistance is a useful way to meet new people, understand the specifics of a job, and gain new skills.

The first shoots will help you gain courage and start showing yourself. For the implementation of ready-made ideas, there is TFP – this is a mutually beneficial process when the costs are divided among all members of the creative team, but the services of the participants are not paid.

This is an opportunity to test your creative ideas, start experimenting, understand the styles, concepts and options for filming. This way of implementation and practice is useful for models, photographers and makeup artists.


  1. Create a personal brand. Analyze the accounts of competitors and your industry peers, find the traits you like and carefully implement them into your accounts. Share useful information, talk about your interests.
  2. Follow the trends in your industry. Follow new trends and quickly implement them in your professional activity, as well as in social networks. Show your audience and potential customers that you are not only a professional in your field, but also an expert who follows and sets a new bar.
  3. Build a portfolio and keep it updated. A portfolio is your professional face.
  4. Develop soft skills. Working in the production industry involves the skill of competent business communication.
  5. Consider alternative ways to promote. In 2021, Instagram remains the main social network for fashion figures, but now others are gaining popularity: TikTok and YouTube. With the right promotion, you can achieve rapid success.
  6. Participate in TFP filming and unpaid projects. This way you can gain the necessary experience and build a portfolio.

Cover photo: Zamurovic Brothers/

Source: Rusbase by

*The article has been translated based on the content of Rusbase by If there is any problem regarding the content, copyright, please leave a report below the article. We will try to process as quickly as possible to protect the rights of the author. Thank you very much!

*We just want readers to access information more quickly and easily with other multilingual content, instead of information only available in a certain language.

*We always respect the copyright of the content of the author and always include the original link of the source article.If the author disagrees, just leave the report below the article, the article will be edited or deleted at the request of the author. Thanks very much! Best regards!