Doncaster Fashion Week
Doncaster Fashion Week
Olivia Thwaites - PR Executive @ Goho Marketing and Events
Doncaster is famous for several things, steam trains, horse racing, and now, thanks to Leah McMullen, Doncaster Fashion Week. Held at the National College for High-Speed Rail, Doncaster Fashion Week was a night for lovers of design, music and all things creative.
Upon entering the college, it was hard to miss the 25-tonne Eurostar power car which took up the length of the venue. Whilst waiting for the show to begin, Doncaster’s own DJ Kurt Grizz filled the room with lively house music. There was an undeniable buzz in the air.
As the models entered the floor, I knew we were in for a unique show. The catwalk was packed with cutting edge looks, created by designers from all over the world and the Eurostar power car made for the perfect backdrop. The audience sat around the catwalk, next to the glass room where the models and designers were getting ready for the show, giving the night another exciting edge.
There were two cat walks throughout the evening and each set of designs seemed to be more futuristic than the last. There were around 30 models who took part in the catwalk and the looks were unlike anything I'd seen before. At a time when there is a growing debate around fast fashion and the effect it has on the environment; it was refreshing to see so many designs made solely of sustainable materials.
There were around 500 attendees at the event, including creatives, influencers, Doncaster locals and even Miss Doncaster and Miss Sheffield. The night finished with the Creative Director of the show, Leah McMullen, leading the models for their final catwalk. The night was undoubtedly a success and it will be no surprise when next year is even bigger.
The PR strategy for Doncaster Fashion Week was to highlight to local press, influencers and Doncaster residents that the show would be a celebration of Doncaster’s creativity and a chance to demystify creative opportunities to the young people of the town.
Leah McMullen left Doncaster at the age of 16 as she felt there was a lack of creative opportunities in her hometown, which was the inspiration for the show. We felt Leah’s background was the real story behind Doncaster Fashion Week, so it was crucial that we included it in the press release.
We began with two press releases, the first with a focus on the show and the second about Leah’s background. However, in order to give context behind the event as well as let potential attendees know what to expect from the showcase, we decided to rewrite and combine the press releases.
Goho targeted local press around Doncaster and South Yorkshire, explaining the importance of the show and the interest that it would be to their readers. Contacting local newspapers was an essential part of the PR strategy, in order to reach the residents of Doncaster who otherwise may not have heard about it.
One of Leah McMullen’s ambitions for the event was to show the younger generation of Doncaster about the creative opportunities for them there, therefore we targeted influencers from all around South Yorkshire who have a large following from young people on Instagram.
Doncaster Fashion Week was a unique and dynamic evening that left us all with a lasting impression of how different social critiques can be portrayed through fashion. It was a wonderful, thought provoking evening and an event that we were proud to be a part of.
For more information head to the DFW website and their Facebook.
Image Credits: Zero Visuals & VeroniCapture
