Day 4 Thursday 15th April

Another morning and another press day. This time with s/s 2009 Fashion Fringe winners, Jena.Theo. Luckily enough the PR studio (Sputnik Communications) was just around the corner on Carnaby Street so it made the whole affair easier. I also took along Selina, one of the other girls who started the same day as me. She's at the magazine to do the PR side of things and since she's been stuck at the shop all week sorting out the editor's emails and sorting out the magazine's blog, I thought she would enjoy an outing to a PR arranged press day to see the sort of thing that goes on. I asked her to help me with the photography too because, after yesterday at Jaeger, I didn't want to be struggling with photography and interviewing/ note taking.

Little did we know when we arrived that the designers themselves were there in the studio waiting to talk to the journalists. It really pays to get to these things early in the morning, as we turned out to be the first journalists of the day and were able to get a fresh response from the designers who talked about their new collection and success eagerly. I took my dictaphone along and got a fantastic interview with them which should feature on the blog soon. It was so nice to speak to the designers face to face and have a more personal response and description about the collection, rather than a stiff, rehearsed description from the PR company. The PR rep. who stood by to offer extra information and help the designers, Jenna, swapped cards with myself (I managed to swap cards with the designers too!) and then offered to email me some Press release images from the catwalk show and the official photoshoot. This I arranged with her as soon as I got back to the shop and I had the images by mid afternoon - very speedy.

I spent the afternoon transcribing the interview - which was so clear and descriptive. I also emailed over a few bits of work for Dia Boutique to Wafa (who sets me them the night before) and uploaded some images to the Sketchbook Flickr account for the pieces I am writing.

ABSOLUTELY EXHAUSTED. The commute is a killer.