WHO WHAT WEAR: What is the best way for brands to go about getting your attention? What is the worst?
ILARIA URBINATI: I'll take a quick look at anything that's in front of me if it's easy and fast. I have about five seconds per email, so the best way is to send me a quick-to-open file like a PDF or an easy link that takes me directly to the images of the most current collections. No novel-length emails—a little info is okay, but then let the clothes speak for themselves. It's either what I'm looking for or it's not, and I only reply if I'm interested, so there's no need to send the email to me 20 more times to follow up (a check-in every once in a while is okay—I may be interested at different times depending on what I'm currently working on).
Don't send me a lookbook in the mail—that just pisses me off because it wastes paper and I won't know where to go from there since I can't just hit reply. Don't hand me a business card at an event—those get thrown out every time.
If you're a new designer, don't be picky about which of my clients to lend to. Sometimes a totally new designer no one has ever worn will email me, and I'll be like, "Great, I have a fitting with this client this week. Send me these options," and they will reply, "We only want to lend to so-and-so" or "That person is not on our target list." Guess what? I'll never ever inquire about that brand again—for any client. You emailed me; you don't get to be picky—just get your clothes to some good stylists and you can be picky later when you're Balenciaga.
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