PR Events | How to make some noise at Christmas

Christmas is the season to be jolly. It’s the key marketing period for fashion brands, as people shop for outfits, buy gifts and plan parties. Its a busy and crowded time. So how can a fashion business make some noise, get noticed and generate sales with limited budget.

The good news! It’s a straight-forward formula and having worked in fashion PR for years and organised a ton of events, here is what you need to do!

1. The Creative Concept

Make the event timely, relevant, cute and quirky. It doesn’t have to be complicated but it needs a super-power. And, Christmas is a great time to do something fun. Think about the unique selling point of your brand and focus in on that. It could be a new collection, a sustainable fabric, a celebration of winning an award, a charity campaign or a designer collaboration.

Case study: For the designer knitwear brand Madeleine Thompson, we kept it simple with a Christmas jumper lunch for press and influencers.

Millie Mackintosh in Madeleine Thompson at the Christmas Jumper lunch

2. The Guest List

To make some noise, build brand loyalty and generate media and social coverage work hard on your guest list. If you are strong on press and media contacts, but need help to get the right VIPs and celebrities there, then collaborate with a VIP guest list expert and together you can nail an amazing, fun crowd that’s tailored for the brand in question. I worked with Gracie Egan on the VIP gifting and guest list for Madeleine Thompson and together we brought in a great crowd for the Christmas Jumper lunch

Influencers are also key in the guest list mix. They’ll share on their channels, tag the brand and generate coverage. the festive season so far, and explored both how and why they’ve worked so well.

Lara Bohinc in Madeleine Thompson

3. Gifting & Product Placement

A general rule of thumb for fashion launches and events, is be generous with your gifting! The rewards comes back in spades. You can invite guest to pre-choose something to wear from the brand to the event, or alternatively they choose a gift at the event itself. Share all the key messages about the brand and get photo-ready at the venue to max out the PR opportunities (more on this later!) Make sure the gifting experience is photo-friendly and designed to delight.

If you are sending the product beforehand, make a gifting event with cute wrapping & hand-written notes to encourage social content from the recipient. Explain, everyone will be wearing the outfit to the event, to they come wearing the brand’s looks.

It you are gifting at the event, then add some drama to the place-settings with bags on seats, pressies on place settings. And, NB, if you are expecting guests to change at the event then do brief them properly beforehand so they have considered their look.

Rosemary Ferguson and daughter Elfie in Madeleine Thompson

4. The Venue

Fortunately in London there’s a wealth of venues to choose, whatever the budget for theme. Do you research. The location is key, and consider where the guests are coming from and will it be easy to get there. Where is fashion and cool to go to right now? Can you align the brand’s USP with a venue that has similar values. E.g for a sustainable fashion brand, find a zero wasted restaurant.

Case Study: For the Madeleine Thompson lunch, we chose The Pelican gastro pub, on All Saints Road, Notting Hill. This low-key, boho venue is a popular destination for the West London fashion crown. Even though its not central, with many of the guests living local it was a great choice with a fabulous atmosphere. It’s affordable too and has a great private room upstairs with open fire and private bar. Recent Reviewed in The Times by Giles Coren.

Jo Elvin at the Madeleine Thompson Christmas Lunch

5. Photo Moments

You need to ensure the venue is set in advance for great photo moments which the guests will share. Natural light is key, and find a corner or space in the room opposite a window with a neutral background and create a photo-set for shots and selfies. If necessary bring in a ring-light to ensure good lighting. Book a professional photographer too, who understands social media and ensure you get single and group shots of the guests in the brand’s looks. Turn the pictures around fast, and we-transfer to the guests a couple of hours after the event for them to share on social.

Case Study: If you have VIP and celebrities attending then book Getty Pictures to attend. They will upload the pictures to their server which the media all subscribe too and will be able to feature the event on their pages. See the Getty images from the Madeleine Thompson Christmas jumper lunch HERE

Marie Louise Pumfrey with Gracie Egan – the organisers! Wearing Madeleine Thompson

6. The Details

To make an event stand-out, every detail counts. Flowers, music, fragrance, place-settings and entertainment. Be creative and collaborate. Think crazy tables, live music, astonishing drinks.

Case Study: For the Madeleine Thompson lunch, we had live carol singing and pianist. Guests brought babies and dogs. A log fire, with carols, cashmere and a wonderful festive lunch which won’t be forgotten. Table and Flowers by Flur London Pictures by Derek Santini

7. Get in Touch

For PR campaigns, creative events and collaborations, please get in touch on

Happy 2023 xx Love Marie Louise @MrsMLMode

Beautiful tablescape by Flur London
Designer Madeleine Thompson with organisers Gracie Egan and Marie Louise Pumfrey
Kelly Eastwood, The London Chatter
Kavita Cole in Madeleine Thompson
Anna Schaffer in Madeleine Thompson

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