How To Write For Fashion

22Mar10

What makes a good fashion writer? Over the last week I have been pondering this question as I prepare to mark final assignments in my Fashion Writing class. As a result of teaching Fashion Writing and bi-weekly contributions to my blog, ScarletBlackFashion, I have come to some conclusions about what constitutes good fashion writing.

For me, the secret to great fashion writing is a combination of several simple ideas. Some of the writing concepts listed below apply to good writing in general and some are specific to fashion writing. These ideas are likely things that you already know. The combination of these ideas is what distinguishes great writing from mediocre fashion writing.

1. Writing is communication.

Communicate well and you have succeeded. Clear and concise communication is a joy to read. Writing competence in spelling, grammar and punctuation apply to all writing. Put your best print face forward.

When it comes to fashion, communicating specifics is much better than generalized writing. The designer’s name, collection, garment details, references to specific examples of a fashion trend are important to your story. Specific fashion examples are much more interesting than generalized ramblings.

Vancouver Fashion and Style reporter JJ Lee cites a rambling generalized wrist watch article as an example of “Bad fashion writing.”

Link to JJ Lee’s Post: http://vancouverbydesign.blogspot.com/2008/12/bad-fashion-writing.html

General ramblings say nothing.

Watcha Wearing? http://www.canada.com/calgaryherald/news/reallife/story.html?id=8bde1c5a-d545-444d-908d-c497c1bb0a5c

Always be specific in your fashion writing. Reference your comments to actual fashion examples. When photography is included in an article, speak to and reference the image.

2. “What’s my motivation?”

The objective of a fashion writer is to inform and entertain. I find that too much text on eco, green or “spiritual” values quickly becomes boring. I’m much more interested in the clothes. A preaching tone or one of promoting virtue cannot hold audience interest for long. It is likely that the customer has already bought into the values behind a label so there is no need to beat on this theme. Advertising, public relations or promotional charity events are better outlets to showcase the positive social benefits of a particular fashion company or label.

Beware the trap of becoming the writing version of a cheerleader. Do not spend too much time or ink on this in fashion writing. I confess a cringing sense of embarrassment at having done just this in some of my previous fashion writing. It comes from love of fashion, but generalized gushing is not interesting for your audience to read. It will be embarrassing for you to read at a later date.

3. Cultivate a positive tone.

Fashion writing is generally positive however; but remember that too much general praise is boring. Specific examples of successful fashion looks or details of the outfit are much more interesting that effusive commendations of a designer. The old rule, “if you can’t say anything nice, don’t say anything at all,” applies very strongly to fashion. There are exceptions, but fashion writing has much more in common with PR writing than it does with the critical writing found in areas such as movie or book reviews. Accent the positive. Fashion looks forward and is about new and fresh ideas.

4. Never forget your audience.

Fashion is a sport that has both participants and spectators. As with many sports, spectators can outnumber the participants. Your writing audience includes the spectators as well as participants. Remember that your audience is anyone interested in fashion. Share your knowledge; captivate and entertain your audience. Writing about fashion from a knowledgeable point of view is greatly appreciated. The audience can tell when you are faking expertise or being overly superficial because of a lack of in-depth fashion knowledge.

5. Find your own voice.

Your fashion voice will develop with time and practice. Link with other writers, volunteer or create a fashion blog. Find opportunities to write and explore your craft. The following image is the cover of Writing for the Fashion Busines , by Kristen K. Swanson and Judith C. Everett. “The text includes writing fashion reports and fashion forecasting, fashion show scripts, print and broadcast advertising, public relations copy, and editorial content in trade and consumer magazines. The role of the Web writer receives special attention.” (The book description is taken from the Fairchild Books’ Website.)