Press Day

mm studio press days: editorial events for fashion, beauty and lifestyle brands in the heart of Milan

mm studio’s press days are key moments in the editorial calendar of the brands we work with: dedicated days for presenting collections, products and special projects to a curated selection of editors, stylists, journalists and influencers. As a Press Office agency based in Milan, we organise strategic press days during the key weeks of the Milanese calendar — fashion week, design week, beauty weeks — and at other significant moments throughout the year, choosing locations that tell the identity of each project.

Every Milan fashion press day is built as a complete editorial experience: from location scouting to exhibition concept, from press kit production to interview coordination, all the way to post-event follow-up with newsrooms and creators. Our Porta Venezia showroom is a daily reference point for stylists and editors, while external locations (Parco Formentano, converted industrial spaces, art galleries, bespoke architectural greenhouses) become narrative settings for projects that require dedicated scenographic direction. Industry standards and benchmarks on the value of PR activities and press days are regularly updated by the PRCA (Public Relations and Communications Association).

A well-orchestrated press day allows brands to consolidate medium-to-long-term relationships with media, generate qualified editorial coverage across print and digital publications, and activate authentic conversations on social platforms and niche channels. mm studio manages the entire cycle: Press Office and media relations, Digital PR with influencers and creators, Social Media Management to amplify event content, and Talent Management for targeted participation. Annual reports from We Are Social confirm the importance of integrated approaches combining physical events and contemporary digital strategy.

Our approach to press days combines sample trafficking, photographic and video content production, guest management and final reporting to assess the editorial return on the event. We work with Italian and international brands in fashion, beauty and lifestyle, curating both intimate presentations for small editor groups and larger-scale events for product launches or brand anniversaries. Best practices and industry standards for editorial marketing supporting events are regularly published by the Content Marketing Institute, a leading global authority on content marketing strategy.

mm studio, a communications agency based in Milan, offers Social Media Management, Press Office, Digital PR, Talent Management and Special Projects services. For information about upcoming press days and participation enquiries write to hello@mm.studio.