Is Fashion Week Worth It?

Mar 06, 2025
in The Journal
Is Fashion Week Worth It?

Fashion Week has long been the pinnacle of the industry. From New York to Paris, designers unveil their latest collections while photographers, editors, buyers and influencers fill front rows, Instagram feeds and magazine spreads.

For fashion and beauty brands, it can feel like an unmissable opportunity. After all, this is where trends are set, industry relationships are built and brands are catapulted into the spotlight. But Fashion Week is also expensive, competitive and fast paced, leaving many independent brands wondering if it is actually worth the investment.

If you are weighing up whether to take part, whether by showing your collection, hosting an event, collaborating with influencers or simply attending, here is what you need to consider and how to make the most of it if you decide to go ahead.

 

What Fashion Week Can Do for Your Brand

Fashion Week is about much more than runway shows. It is an industry moment that creates a concentrated period of attention, conversation and media coverage. If approached strategically, it can help your brand in several ways.

1. Exposure to Press and Buyers

Traditional press may not hold the same power it once did, but being featured in major fashion publications still holds weight. Fashion Week provides a unique opportunity to capture the attention of journalists, stylists and editors who are actively looking for new talent and fresh stories.

Buyers also use Fashion Week to scout for new brands. If your goal is to be stocked in boutiques or department stores, this is a time when decision makers are paying attention. A well timed introduction or a strong collection in the right showroom could open doors that would otherwise take months or even years to access.

2. Building Industry Credibility

Fashion Week acts as a stamp of legitimacy. Being present, whether through an official event, a collaboration or even strategic networking, signals that your brand is serious and established.

For emerging brands, being aligned with Fashion Week can also help attract partnerships, investment and future opportunities that would be harder to secure outside of this context.

3. Influencer and Social Media Reach

The rise of influencers has shifted the power dynamics of Fashion Week. Once reserved for industry insiders, it is now just as much about content creators and online storytelling.

If your brand is not ready for a full scale show or event, gifting key influencers, dressing attendees or collaborating on content can generate strong organic exposure. The right person wearing your brand at the right time can create viral moments, drive sales and build brand awareness far beyond the fashion crowd.

4. Creating Brand Moments That Last Beyond Fashion Week

One of the biggest mistakes brands make is treating Fashion Week as a one week event rather than part of a longer strategy. The real value comes from how you leverage it afterwards.

A well executed Fashion Week activation can give you months of content for social media, email marketing and PR campaigns. From behind the scenes footage to influencer collaborations, there are many ways to extend the impact far beyond the event itself.

 

The Downsides. Why Fashion Week May Not Be Right for Your Brand

While Fashion Week can offer incredible opportunities, it is not the right move for every brand. Before committing, consider the potential drawbacks.

1. The High Cost and Resource Commitment

The cost of participating in Fashion Week varies widely. A full scale runway show can cost tens of thousands of pounds, while even smaller activations like showroom placements, PR campaigns or influencer gifting require a significant budget.

Beyond financial investment, it also takes time and resources. The planning, logistics and follow up can be overwhelming for small teams, often diverting attention away from other business priorities.

2. Uncertain Return on Investment

Unlike paid advertising where you can track clicks and conversions, the impact of Fashion Week is harder to measure. Press coverage does not always lead to sales, influencer partnerships can be unpredictable and buyer interest does not always translate into orders.

Brands that benefit the most from Fashion Week tend to be those with a clear goal, whether that is securing stockists, increasing visibility or establishing industry credibility. If your brand is still finding its direction, other marketing strategies may offer a more direct return on investment.

3. The Risk of Getting Lost in the Noise

Fashion Week is crowded, with hundreds of brands competing for the same attention. Without a clear and distinctive approach, it is easy to get overshadowed by bigger names and louder campaigns.

If you do not already have some level of brand recognition or a strong marketing plan in place, Fashion Week can end up being an expensive exercise in visibility without meaningful impact.

 

How to Make Fashion Week Work for You

If you decide Fashion Week is the right move for your brand, the key is to approach it strategically. Here are steps to maximise your impact without wasting time or money.

1. Set Clear Goals

Before committing to anything, define exactly what you want to achieve. Are you looking to connect with buyers? Increase media coverage? Grow your social media presence?

Being clear on your objectives will help you decide which Fashion Week activities to focus on, whether that is securing editorial features, hosting a pop up, collaborating with influencers or networking with industry professionals.

2. Choose the Right Format

A traditional runway show is not the only way to make an impact during Fashion Week. Consider alternative approaches that may be more effective for your brand.

  • Showrooms and pop ups: A curated showroom or pop up event allows buyers, press and influencers to interact with your products in a more intimate setting.
  • Influencer partnerships: Dressing influencers attending Fashion Week events can provide visibility without the cost of a show.
  • Private press appointments: Rather than relying on a crowded event, one on one meetings with journalists and stylists can lead to deeper relationships and better coverage.
  • Digital campaigns: If attending in person is not feasible, a well timed digital campaign tied to Fashion Week can still generate buzz and align your brand with the moment.

3. Invest in PR and Outreach

Fashion Week is not just about being present. It is about being seen. A strong PR strategy is essential to ensure your brand gets the attention it deserves.

Whether you work with an agency or handle it in house, start outreach early. Build relationships with journalists, stylists and influencers ahead of time and ensure they are aware of your brand and any activations you are running. Having a targeted media list (which you can find on Contacts) will make this process much easier.

4. Create Content That Extends Beyond the Week

The buzz of Fashion Week fades quickly, but your content does not have to. Plan a content strategy that captures the moment and repurposes it for ongoing marketing.

  • Film behind the scenes footage and share it in real time and after the event.
  • Capture influencer and press moments and use them for future campaigns.
  • Share Fashion Week related content in your emails and social media beyond the event itself.

5. Follow Up and Maintain Relationships

Fashion Week is just the beginning. The real results come from how you nurture the relationships and opportunities created during this time.

  • Follow up with journalists who attended your event or received press materials.
  • Stay in touch with buyers who showed interest in your collection.
  • Continue engaging with influencers who featured your brand.

 

Should You Do It?

Fashion Week is not a one size fits all opportunity. For some brands it can be a powerful accelerator, while for others it can be a costly distraction.

If your brand has clear goals, a strong marketing strategy and the resources to execute effectively, Fashion Week can be a valuable platform. But if you are not quite there yet, there are many other ways to build visibility and grow your business without the pressure of Fashion Week.

Whatever you decide, make sure it aligns with your long term strategy. Fashion Week is just one piece of the puzzle, not the whole picture.

 

 

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The Ultimate Guide To Coachella Brand Activations

The Ultimate Guide To Coachella Brand Activations

It’s that time of year again - Coachella season. Whether you love it, loathe it, or pretend to be indifferent while quietly saving Pinterest boards of festival looks, there’s no denying it: Coachella is one of the biggest cultural moments in the calendar. You don’t need to be dishing out VIP wristbands or chartering influencer jets to tap into Coachella’s viral magic. In fact, some of the most effective brand activations have come from those watching from the sidelines; smart, scrappy, and ready to move fast on content trends. Let’s get into the how, the why, and most importantly the ROI. Why Coachella Still Matters (Even if You’re Not Into the Music) Think of Coachella less as a festival and more as a launchpad for spring-summer trends in fashion, beauty, and culture. It’s where celebrities debut new hairstyles, influencers trial early summer fits, and brands test aesthetic-led campaigns designed to go viral. Coachella has become its own marketing moment, one that dominates the explore page on Instagram, floods TikTok with GRWMs and “what I wore” content, and sets the tone for months to come. It’s a golden opportunity for brands that want to be part of the conversation. So, What’s In It for Brands? Done right, Coachella related marketing can deliver: Massive organic reach from influencer collaborations and UGC Increased sales driven by impulse purchases tied to trending moments Brand positioning as trend-savvy, culture-conscious and relevant Traffic spikes on your website and socials during peak Coachella weekends Press mentions if the activation is clever, visual, or stunt-worthy enough And no, you don’t have to spend millions to make it work. Let’s break it down. 1. Digital Gifting + Reactive Content (Investment: £300–£2,000) You don’t need to be on the ground in Indio to be on influencers’ radar. Brands can send pre-Coachella gift boxes to influencers attending the festival, or even those staying home but posting themed content. What this could look like: A small skincare brand curates a “festival skin survival kit” and sends it to influencers heading to LA (or posting festival looks from their garden) A jewellery brand creates a “desert disco” themed drop and sends to influencers styling their own looks Example:Tarte Cosmetics famously send influencers to Coachella, but smaller beauty brands have also seen ROI by piggybacking, e.g. Glow Recipe and Summer Fridays have gifted key pieces to creators heading to the festival, gaining organic exposure in their content. ROI:One gifted influencer with 200K+ followers wearing your pieces in a GRWM can result in hundreds of clicks and sales, especially if it’s linked in an Instagram story with a code. Brands have seen 3–5x ROI from minimal gifting costs. 2. Create a Coachella-Inspired Product Drop (Investment: £500–£5,000) Use the hype of Coachella to launch a limited edition edit or themed collection. Think glitter, brights, boho, body shimmer, tinted balms, crochet. Position it as a festival-ready range. What this could look like: A clothing brand drops a “Not Going to Coachella” collection: playful, wearable and tuned into the FOMO A nail brand releases Coachella-inspired press-ons with iridescent sparkle and flower accents Example:PrettyLittleThing and Boohoo regularly push Coachella-style edits timed with the festival. Even if their audience isn’t going, it taps into the vibe shift people are feeling as the weather warms up. ROI:Limited drops can create urgency. If promoted well, a product edit with a 20–30% profit margin could easily double its investment, particularly if backed with TikTok ads or UGC. 3. Virtual Festival Experiences (Investment: £1,000–£10,000) Creating your own virtual version of Coachella is bold, but highly effective if done right. Think digital pop-ups, VR try-ons, AR filters, or an Instagram Live DJ set with product tie-ins. What this could look like: A beauty brand hosts a “Get Ready With Me” live session using their festival look kit A fashion brand collaborates with a DJ for an Instagram Live set with a styling segment Example:Revolve launched a fully digital event experience during the pandemic, pairing content with shopable links and exclusive influencer takeovers ROI:Engagement is the main currency here. If you drive traffic to your site or get newsletter signups off the back of a digital event, you’re building long-term value. A £3,000 spend could yield thousands of new impressions and high-quality leads. 4. IRL Pop-Up or Brand Moment (Investment: £2,000–£20,000) Bring the festival vibe home with a themed pop-up or retail moment. Perfect for brands who want to capitalise on the cultural wave without flying across the world. What this could look like: A beauty brand sets up a “Glow Bar” for walk-ins, offering Coachella-style touch-ups and free samples A haircare brand creates a “Braid & Hydrate” booth for a weekend Example:In 2023, NYX Professional Makeup did a series of in-store Coachella-themed installations in global stores, leading to spikes in footfall and purchases during the April weekends. ROI:These activations drive direct sales, press, and buzz, especially if you capture content to repurpose across social. With smart partnerships or in-store placement, you could get a 2–3x return on spend via sales alone, not to mention the brand equity boost. 5. Tap Into Coachella FOMO Content Trends (Investment: £0–£1,000) This is the low-lift option with high potential. Create reactive content around Coachella weekend. Think memes, outfit ratings, TikTok duets, GRWM spoofs, or “what I’d wear if I was invited.” What this could look like: A UK based brand posts a reel titled “POV: You’re going to Coachella but forgot you live in Manchester.” A skincare brand reacts to viral looks with product suggestions (“Here’s how to recreate this glow with just 2 steps.”) Example:Small TikTok brands and creators like @thedesignerdupe and @shopcider have leaned into Coachella FOMO content and gained tens of thousands of views. No paid spend needed. ROI:While less measurable in immediate sales, these moments drive awareness and brand affinity. One viral video can grow your follower count significantly, positioning you for future conversions.   You don’t have to outspend the big dogs or fly a plane full of influencers to California. The smartest Coachella strategies come from brands who are tuned into their audience, fast on trends, and savvy with storytelling. Pick the angle that suits your budget and tone, and remember, you don’t need to be at Coachella to own the moment. However... For some brands, being part of the Coachella conversation isn’t enough, they want to be in it. Literally. And with good reason. Coachella isn’t just a music festival anymore, it’s a full-blown marketing playground with some of the most high-impact brand moments of the year. But getting on the ground at Coachella isn’t cheap, and it isn’t for everyone. If you’re thinking about it, you need to go in with a clear strategy, a strong creative angle, and a firm understanding of the returns you’re chasing. Here’s a breakdown of the key ways to show up IRL and what you’ll need to make it work. 1. Sponsor a Coachella Event or Brand Party Investment: £50,000–£500,000+ Let’s be clear: sponsoring Coachella itself (as an official partner) is big-league territory - think Heineken, American Express, or YouTube levels of spend. But the more realistic route is sponsoring one of the unofficial brand parties that happen across the festival weekend. These parties are where the influencers, celebrities and media hang out, often even more than the festival itself. The most iconic ones? Revolve Festival, Neon Carnival, Bootsy Bellows, and Soho Desert House. What this could look like: Your brand sponsors the beauty tent at a major party (e.g. makeup touch-ups or hair braiding) Product seeding in the VIP area (e.g. branded fans, beauty minis, sunglasses, suncare, energy drinks) Branded photo moments, props, or installations Example:In 2023, Celsius Energy Drinks sponsored multiple VIP events, offering branded fridges and cold cans everywhere. The result? Constant on-camera product placement and social buzz. ROI:This is mostly brand awareness and prestige. Expect content reach in the millions and association with high-tier talent. For beauty and fashion brands, it can also spark product sell-through if you build a landing page or capsule collection around it. 2. Host Your Own Activation or Pop-Up During Festival Weekend Investment: £20,000–£150,000+ If you want total control (and potentially more ROI), hosting your own brand activation in the Palm Springs area can be powerful, as long as it’s well-executed. What this could look like: A branded villa with a pool, product trials, influencer gifting, and press moments A pop-up boutique or lounge for invited guests to swing by for content and chilled downtime A beauty brand offers free festival touch-ups, hairstyling, or massage tents Example:In 2022, skincare brand Starface opened a Festival Skin Lounge; a colourful villa where influencers got ready, took content, and received skincare kits. Content went viral, their signature pimple patches were seen everywhere, and sales spiked. ROI:Expect strong UGC and organic mentions, plus ongoing influencer relationships. With the right PR, you can also land coverage in outlets like Elle, Cosmopolitan, and Who What Wear. ROI comes mainly from earned media value and long-tail social impact. 3. Infiltrate Influencer Content Strategically Investment: £5,000–£50,000 depending on scope One of the smartest ways to show up at Coachella without officially being “there” is to partner with influencers attending the festival and build your brand into their content plans. This could be gifting, paid collabs, or part of their outfit/product prep. What this could look like: Paid placement in GRWM videos, outfit reveals, and “What’s in my Coachella bag” content Branded Airbnb moments eg. a beauty fridge in the kitchen, branded towels, a glam station, etc Co-branded edits on TikTok and Instagram (with clear shopping links and discount codes) Example:Fashion brand House of CB has successfully positioned itself as a go-to label for Coachella weekend wardrobes; not through huge events, but by working with the right micro and macro influencers pre-festival. ROI:This can be highly conversion-driven if you time product drops or offer discount codes. With the right influencers, brands have seen 5–10x ROI from a weekend’s worth of posts, particularly for fashion and beauty products. 4. Go Big with a Coachella House Takeover Investment: £100,000–£1 million+ Reserved for brands who want the full Coachella fantasy. These are the luxe brand mansions you’ve seen all over TikTok, where every surface is branded, every pool float has a logo, and influencers are hosted for 3-day immersive experiences. What this could look like: A branded takeover of a Palm Springs villa with a packed itinerary (pool party, DJ sets, facials, gifting) Influencers flown out, styled, and hosted as part of a brand ambassadorship campaign Branded content studios set up inside for filming outfit changes, GRWMs, and TikToks Example:Revolve’s Coachella takeover is the blueprint. Their festival-adjacent event drives press coverage, influencer loyalty, huge UGC output, and millions in impressions and sales. ROI:Massive if executed properly. But this level is long-term brand building rather than quick sales. Ideal for funded DTC brands or those launching in the US market. A Quick Reality Check Attending or activating around Coachella is not essential for brand success, it’s one of many cultural touchpoints you can work with. But if you're going to do it, you need to go in with: A clear goal (brand awareness? influencer engagement? sales?) A strong creative angle Tight execution and follow-up; get the content, tag the creators, repurpose everything If You’re Going, Go All In Half-baked Coachella moments rarely land. But with the right strategy, showing up IRL can put your brand on the global stage, not just for the weekend, but for the months of content, awareness and hype that follow. Here are a few budget examples to help you decide whether to be there or not to be there. Option 1: Mid-Level Coachella Activation (Under £20,000) Activation Type: Influencer content house or private day rentalGoal: Content creation, influencer engagement, UGCDuration: 1 to 2 days Total Estimated Cost: £9,500–£18,000        ROI Potential: 5–10 branded content pieces Reach of 100K–500K via influencer stories, reels, and tags Content you can reuse in campaigns for months Potential 3–5x ROI in product sales depending on your funnel Option 2: Premium Coachella Activation (Under £100,000) Activation Type: Branded Palm Springs VillaGoal: Influencer and press engagement, UGC generation, brand positioningDuration: 3 days (Friday to Sunday of Weekend 1) Total Estimated Cost: £43,000–£73,500        ROI Potential: 15–20+ pieces of high-quality influencer content Thousands of organic impressions across Instagram, TikTok, and YouTube Brand-owned content for reuse in ads, socials and website Gifting visibility among tastemakers and stylists Press opportunities if coverage is pitched smartly Brand association with a major cultural moment     Option 3: Ultra-Premium Coachella Activation (Over £100,000) Activation Type: Fully branded Coachella content mansion with hosted experienceGoal: High-impact PR moment, content generation, VIP influencer loyalty, long-term brand positioningDuration: 3–4 days Total Estimated Cost: £117,000–£186,000    ROI Potential: Global brand visibility Long-term influencer loyalty and brand ambassador relationships 50–100+ content assets to reuse across ads, website, retail Organic reach in the millions Potential press pick-up from Vogue, Elle, Who What Wear etc High-value UGC that continues to convert across platforms    

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How to Get Invited to a Coachella Brand Trip

How to Get Invited to a Coachella Brand Trip

Let’s be honest: being flown out to Coachella by a brand, put up in a dreamy house in Palm Springs, dressed head to toe in sponsored looks and fed fancy cocktails in a branded cabana is influencer gold dust. But these trips aren’t just handed out to anyone with a ring light and a decent engagement rate. Here’s what it actually takes to land a brand trip to Coachella, and what to expect if you get the golden ticket. Step One: Focus on the Right Brands Not every brand is active at Coachella. You’ll want to do your homework and hone in on the ones that are known for going big during the festival. Start with these heavy hitters: Revolve: Their annual Revolve Festival is basically Coachella’s glossier cousin. It’s invite-only, influencer-packed, and one of the most photographed events of the weekend. Poppi: The soft drink brand pulled off a major activation in 2024, with custom installations and TikTok-worthy branding. YouTube, NYX, Amazon, Rhode Skin and Poosh all had a big presence at Coachella 2024 too. Follow these brands, engage with their content, and start incorporating them naturally into your own posts. If you’re already a customer, even better. Show that you’re already a fan before they ever approach you. Step Two: Start Making Coachella Content Now You don’t need to be in the desert to make Coachella content. Start by creating: Festival-inspired outfits: Include shoppable links, tag relevant brands, and post outfit reels or carousel grids. Beauty looks for the desert: Think glowy skin, bold liner, longwear lipstick. Tutorials perform especially well here. Your Coachella moodboard: Pinterest-style roundups, IG stories, or even a saved highlight can all help show brands you’re ready for a trip. The goal is to show you already fit the Coachella aesthetic. You want to look like someone who should be there. Step Three: Get Strategic with Hashtags and Tagging When you post Coachella-relevant content, use hashtags like: #Coachella2025 #RevolveFestival #CoachellaStyle #FestivalSeason #PalmSpringsVibes Tag the brands directly. Tag the location, tag the stylist, tag the PR agency if you know it. Make it as easy as possible for someone scouting talent to find your post and your profile. Step Four: Be Loud but Polished Reach out to brands directly. Send a concise email pitch to the influencer marketing or PR contact. Your message should: Show familiarity with their past Coachella presence Include your audience stats and past brand collabs Suggest how you could bring their brand to life at the festival Make sure your media kit is ready to go, includes case studies if possible, and shows you’re professional, organised and easy to work with. What Happens If You Get Invited? Brand trips to Coachella tend to follow a pretty similar format: You’ll fly into Palm Springs or LA: Brands usually cover flights and arrange transport to your accommodation. You’ll stay in a shared influencer villa: Think stunning house, private chef, a dedicated glam team, poolside branding, the lot. You’ll be given a schedule: This will include outfit deadlines, scheduled content times (e.g. shoot this look at 11am), parties you need to attend, and occasional brand briefings. You’ll be expected to post: Stories, reels, GRWMs, brand tags, outfit credits. Some brands will even want you to post live from the festival. Brand Trip Etiquette: Do Not Be That Person Stick to the deliverables. If they ask for 3 reels, 5 stories and 1 carousel – don’t go rogue. Respect the schedule. If there’s a content slot at 9am, you can’t be missing because you stayed out all night at Neon Carnival. Be low maintenance. These trips are meant to be fun, but the teams running them are working hard. Don’t make their lives harder. Want to Be Invited Again? Here’s How: Deliver more than what was asked Be kind, helpful and professional to staff, PRs and other influencers Tag brands beyond the trip and keep the relationship warm throughout the year Send a follow-up email after the trip with results and a thank you Youtube Playlist Recs Get a behind-the-scenes look at what a Coachella brand trip is actually like:    •    Coachella Week! Let’s Go to Coachella for a Brand Trip (YouTube)    •    My First Brand Trip Living in a House with Influencers (YouTube) Coachella isn’t just about getting the shot in front of the Ferris wheel anymore, it’s a business opportunity, a networking event, and a way to cement your status as a serious content creator. Play it right, and you won’t just go once. You’ll be top of the list for years to come.    

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Turn Unpaid Collab Opportunities into Paid Partnerships

Turn Unpaid Collab Opportunities into Paid Partnerships

If you’re a content creator, stylist, photographer, or any type of creative freelancer, you’ve likely encountered brands offering ‘opportunities’ that come without a paycheque. However... while exposure is always nice, needing money to pay your bills is also a very real thing 😭.  The good news? With the right approach, you can turn these unpaid collab offers into consistent, paid work. Here’s a practical step-by-step guide to making it happen. Step 1: Assess the Offer Objectively Not all unpaid collaborations are a waste of time. Before declining outright, ask yourself: Does this brand align with my niche and personal brand? Could this opportunity lead to paid work in the future? Will this provide me with valuable content or networking opportunities? Is this a brand I genuinely want to build a relationship with? Does this brand have an affiliate programme or commission structure that could make the collaboration profitable? If the collaboration has potential, move to the next step. If not, politely decline and move on. Step 2: Establish Value from the Start Rather than simply accepting an unpaid project, respond by positioning your work as a valuable asset. Here are some ways to say it respectfully but confidently: “Thanks so much for reaching out! I’d love to collaborate. Can you share details about your budget for this project? My standard rate for this type of work is [insert rate & link/attach media kit], and I’d love to find a way to work together that benefits us both.” “I appreciate the opportunity and love what your brand stands for! At this stage in my career, I focus on paid partnerships. My rates start at [insert rate & link/attach media kit], and I’d be happy to tailor a package that fits your needs.” “It sounds like a great project! I’d love to be involved. I typically work on a paid basis, and my packages start at [insert rate & link/attach media kit]. Let me know what works for you!” “I’m excited by this opportunity! I do have limited availability for unpaid collaborations, but I’d love to discuss how we can work together on a paid campaign instead.” If they can’t offer a budget now, ask about future paid opportunities: “I completely understand if budgets are tight at the moment. Do you typically work with paid creators on other campaigns? I’d love to explore future opportunities.” Step 3: Offer a Trial Period If the brand is hesitant to commit to payment, suggest a trial where you deliver a small portion of the work to showcase your value. Example: “I’d be happy to create one look/concept as a test, and if you love the results, we can discuss a paid partnership going forward.” This allows them to see your expertise in action and makes it harder to justify not paying you later. Step 4: Get Something Tangible in Return If you decide to proceed with an unpaid collab, make sure you get something that benefits your career. Negotiate for: A testimonial or case study High-quality images/videos you can use for your portfolio A guarantee that they will tag and credit you in all content A written commitment for future paid work if the collaboration is successful Access to affiliate commissions, so you earn a percentage of sales generated from your content If a brand is unwilling to offer any of the above, it’s a red flag. Step 5: Suggest an Affiliate Partnership Many brands have affiliate programmes where content creators earn a commission on sales they drive. If a brand isn’t offering a budget, ask: “Do you have an affiliate programme? I’d be happy to share your products with my audience in exchange for a commission on sales. This ensures that my efforts are compensated while giving your brand valuable exposure.” “I know some brands prefer working on an affiliate basis instead of a flat fee. Do you offer commission-based partnerships? If so, I’d love to discuss terms that work for both of us.” Some brands will provide a personalised discount code or tracking link so you can monitor your earnings. If a brand doesn't have an affiliate system, you can suggest setting one up through platforms like LTK. Step 6: Upsell Additional Services Turn an unpaid opportunity into a paying one by suggesting add-ons: “I can create the content as agreed, but I also offer [additional service] for [price]. Many of my clients find this helpful to maximise engagement.” “Since you’re interested in [specific service], I also offer additional promotional support such as IG Stories and Reels at a rate of [price]. Would this be something you’d like to explore?” “I’d be happy to produce the original content, and if you need extra edits, resizing for different platforms, or usage rights, I can offer those at an additional rate.” This keeps the conversation open for a budget discussion rather than closing the door completely. Step 7: Follow Up and Build the Relationship Once the collaboration is complete, don’t let it be a one-off. Check in with the brand a few weeks later: “I loved working on this project with you! How did the content perform? Let’s discuss how I can support your next campaign on a paid basis.” “Since our last collaboration, I’ve worked on some new creative concepts that I think would be a great fit for your brand. Let’s chat about a potential paid partnership!” “I noticed my content performed really well with your audience. Shall we explore a longer-term partnership that drives even more engagement?” Stay in touch, engage with their posts, and continue positioning yourself as a valuable asset. If you’re earning commissions through an affiliate link, you can also provide the brand with sales data to reinforce your value and push for a retainer agreement. Step 8: Know When to Walk Away If a brand continuously refuses to pay while profiting from your work, it’s time to move on. Your skills, time, and expertise deserve compensation. There are plenty of brands that will pay for high-quality creative work, focus your energy on them. Turning unpaid collaborations into paid work is all about positioning, negotiation, and knowing your worth. By approaching each opportunity strategically, you can transition from free projects to a career that pays you what you deserve. The next time a brand slides into your inbox with an unpaid offer, use this guide to turn it into something that benefits you. Your talent is valuable, make sure you’re treated that way.  

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