Chapter 1 - Campaign Planning: Making it Happen; Introduction; Putting the P's into Practice; Planning for Promotion; Case study - The Power of Not Planning: Non-Celebrities go Viral; Interview - Rebecca Grant, Cohn and Wolfe: Planning Fashion Promotion for Non-Fashion Brands; Interview - Cotton Incorporated: Planning to Promote; Chapter Review Chapter 2 - Advertising and Public Relations: From Verbal to Viral; Introduction; The Development of; Integrated Fashion Advertising and PR; Interview - Oliviero Toscani: Fashion Advertising's Original Bad Boy; Case Study - Calvin Klein: 'Show Yours. #My Calvin's' Campaign; Types of Fashion PR Activity; Advertising and Media Types; Paid, Owned, Earned and Social Media; How to Write a Press Release; Going Native: The Future of Fashion Advertising and PR; Interview: Adam Drawas on the New Face of Fashion PR; Chapter Review Chapter 3 - The Celebrity Role: From Royalty to the Rap Game; Introduction; The Origins of Celebrity in Fashion; Why Use Celebrities?; Does Celebrity Promotion Work?; Choosing and Using Your Celebrity; Industry Perspective - The Future of Celebrity in Fashion Promotion; Industry Perspective -; Working With Celebrities; Celebrities Behaving Badly; Chapter Review Chapter 4 - Collaborations: 'X' Marks the Spot; Introduction; Why Collaborate?; Categorizing Fashion Collaborations; Promoting Collaborations; Industry Perspective: Collaborating with Bloggers; Charities Collaborating with Fashion: Environmental Justice Foundation 'Just For' Environmental T-Shirt Collaboration; Chapter Review Chapter 5 - The Fashion Show: From Couturier to Catwalk; Introduction; The Fashion Week; The Changing Shape of the Catwalk; The Production On and Off the Catwalk; Catwalk as a Promotional Vehicle: The Communication; The End of the Clique; The Future of the Catwalk; Interview - Fiona Farnsworth, The Catwalk PR; Chapter Review Chapter 6 - Fashion Film: From Hollywood to Hoxton; Introduction ; The Contemporary Fashion Film Creative Film and Narrative; Industry Perspective - Kathryn Ferguson: A Fashion Filmmaker's Perspective; Fashion Film as a Promotional Vehicle; Interview - Diane Pernet, The Future of Fashion Film: Industry Perspective; Interview - Georgia Hardinge and Josie Roscopp; Interview: Diane Pernet: International Film Festivals; Chapter Review Chapter 7 - Events from Private Parties to Public Performances; Introduction; Events and their Audiences; Public Events; Q&A: Andrea Leonardi, Event Producer, Without Production; Experiential Events; Interview: Katie Baron; Chapter Review Chapter 8 - Visual Merchandising: From Store to Screen ; Introduction; Visual Merchandising in History Department Stores; Window Displays: Attracting Attention; The Boutique and Edit; Does Visual Merchandising Work? The Future of Visual Merchandising; Interview: JoAnn Tan: On Curating the Fashion Space; Chapter Review Chapter 9 - The Fashion Magazine: From Print to Pixel ; Introduction; Magazines as Promotional Tools; Going Online; Types of Online Sources; A Question of Trust; Going Digital; The Future of the Magazine; Interview: S¿bastien Rouchon - On Digital Publishing; Chapter Review Resources Index Acknowledgements Picture Credits.