Flying Solo NYC Debuts PR Platform For Small Brands

New York City boutique Flying Solo NYC boasts an innovative business model. Designers represented in the downtown store pay a monthly flat membership fee that goes toward rent, marketing, and events, and are required to work eight hours a week in the store.

In the midst of the COVID-19 pandemic, the fashion retail company—cofounded by Elizabeth ­Solomeina, co-owner of fine jewelry brand Solomeina—is enticing small fashion and jewelry brands with a new program and platform.

The company’s put out a call to designers and small brands looking to increase their exposure in the media and with influencers and celebrities without the costs associated with engaging a public relations firm.

Here’s how the initiative works: Designers ship five SKUs to Flying Solo NYC and upload their digital lookbook to the retailer’s website. Any interested press members and stylists can review a designer’s pieces on the platform and make requests directly to Flying Solo for images (print and online) and product pulls.

Designers approve all press photo shoots before they take place, and Flying Solo notifies brand owners when magazine pieces are published and sends them high-resolution images for use in marketing materials and on social media.

The styles will also be for sale, naturally, and the retailer will ship product worldwide for brands, then notify the designer of the sale, so they can send Flying Solo a replacement.

Flying Solo press 2
International press hits featuring Flying Solo NYC brands (image courtesy of Flying Solo NYC)

The curatorial team at Flying Solo NYC is handpicking the brands that will be featured, asking candidates to send a piece “in line with the Flying Solo aesthetic.” Couture, ready-to-wear, menswear, accessories, and jewelry will be featured.

The cost of participating in the program (and on the platform) for designers is $250 a month. Interested designers can apply here.

Top: Model in GBGH earrings and other Flying Solo NYC designer fare (image via @flyingsolonyc)

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JCK Magazine Editor