At magazines, fashion editors have “run thru’s”. These meetings show the fruits of 2 or 3 weeks of “calling in” samples before the page is photographed. It is the time where you back up your idea with actual stuff. Until you confirm that the items will be for sale at a retailer you don’t know if the trend is a viable. Lots of ideas never make it to the retailer. Along with having a mix of brands on page, a fashion editor is aware of the price. The acceptable price range varies at each magazine and price is considered during a run thru. Readers write angry e-mails if an piece is too expensive and no one wants to upset readers these days.
Mood boards are made in preparation of the request. Timing is crucial because PR wants to send items to as many media outlets as they can for optimum coverage. So after you get it it may go to Lucky or Vogue. If only it is as easy as it was for “COLOR POP” (working title) for T+L’s Nov issue. There was so much that brands sent more than the request. Handbags,sandals, bikinis, jewelry hats and more poured in the office and turned it into a candy shop. And everyone from Rafe NYC, DKNY, Rebecca Minkoff to Jason Wu had something.
Editors in Chief are have the final word on all content in a magazine and that is the reason for the run thru. If I only I had more pages I would have shot several of these scenarios. One of these is the winner and ran in our November issue, the others, well they have a life here on my blog. What can you see yourself wearing on a beach at your favorite resort?