How to Source Clothes as a Fashion Stylist

Dear Stylist Elixir Community,

Sourcing clothes is one of the most critical aspects of being a stylist, and it can make or break a shoot. Without the right garments, we can't bring our creative visions to life or ensure our clients feel confident and look their best. And let's be honest, no one wants to be that stylist who shows up with a "creative vision" and no clothes. Today, I'm diving into some of the tried-and-true methods that can help you master sourcing, from working directly with PR teams to thinking creatively when things (inevitably) go off the rails.

What is Sourcing Clothes? When working on fashion editorials or with celebrities, you will be "pulling" clothes from brands for your project. This is unlike personal styling, where you buy items for clients' personal wardrobes. Over the 4 years of running the Stylist Elixir Mentorship Program, I've been asked so many times, "Wait, we don't need to pay for the clothes for editorials? For styling celebs?" No, you don’t—we borrow from brands. In return, the celeb or publication generates engagement for the brand... or at least, that's the goal. However, this also makes it challenging to secure clothes for your project. Imagine there's one sample and ten people are asking the PR team for it—the PR will choose whoever works best for the brand and best represents their image. So let me share some insights on how to secure your dream looks

Images from Pintrest

But first, there are only 3 days left of the presale for our Stylist Elixir Guidebook

If you’ve enjoyed this glimpse into the world of sourcing clothes, just wait until you get your hands on the Stylist Elixir Guidebook! We are now in the final three days of the presale period, and this guidebook offers a much deeper dive compared to what you're reading here on Substack. It's packed with step-by-step guides, insider strategies, and detailed advice to help you become a successful fashion stylist—whether it's for editorials, celebrities, or beyond.

The guidebook is built to be a complete roadmap, offering you more in-depth knowledge, actionable templates, and real-life examples that can help transform your styling career. Plus, if you pre-order now, you’ll receive an exclusive discount on my mentorship program, where you can get personalised advice and guidance as you navigate your career.

Don’t miss this chance—secure your copy today before the presale ends! Use goes [First50] to unlock your discount.

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Sourcing clothes effectively is an essential skill for any fashion stylist, involving a mix of resourcefulness, relationship-building, and knowing the right places to look. Let me share some key approaches that have worked for me and countless others in the industry.

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1. Building Strong Relationships

The fashion industry thrives on connections. When I first started out, I was surprised by how much my success depended on building trust with PR teams, showrooms, and designers. PR teams, in particular, are the gatekeepers to some of the most coveted garments, and earning their trust took time and dedication (and a lot of very polite follow-ups).

One thing I learned early on is that you have to make sure that any partnership is mutually beneficial. It’s not just about what I need, but what they stand to gain. Whether it’s brand association, press mentions, or a stunning editorial, always make it clear what value you bring to the table. My most successful collaborations always began with a respectful, clearly thought-out pitch that acknowledged both sides. It’s not just about the clothing—it’s about building a partnership that endures (and making sure they actually want to pick up the phone when they see your name pop up).

For more insights into nurturing these crucial relationships, Chapter 3 of the Stylist Elixir Guidebook breaks down communication strategies that will make your outreach effective and memorable—from how to craft the perfect introduction email to maintaining long-term connections without feeling like a nuisance.

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2. Timing and Strategy

You’ve probably heard it a million times: timing is everything. It’s true, but what’s less discussed is how to master timing as a stylist. I remember once securing a highly sought-after gown because I knew precisely when to ask—right after Fashion Week, when some PR teams were looking for high-profile placements for their new collections. Timing is all about finding that sweet spot when everyone else hasn’t already pounced.

Reaching out at the right moment can mean the difference between getting the perfect piece or missing out entirely. Typically, I advise reaching out 2-3 weeks in advance, but this can vary based on the type of shoot. Be aware of the fashion calendar—know when PR teams are managing chaos, and don’t be the extra email that pushes them over the edge. Instead, anticipate their needs and make your request at a strategic time.

More detailed guidance on aligning your sourcing strategy with the fashion calendar, including templates to help you stay organised, is available in Stylist Elixir Guidebook. Trust me, avoiding "peak chaos" season is a skill you'll be grateful for.

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Paywall Time...By subscribing to my Substack, you’ll gain access to premium content, practical templates, and the behind-the-scenes know-how to source garments like a pro.

Thank you for your support. It allows us to keep delivering our Substacks to you and sharing information on the fashion industry.

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3. Mastering the Art of the Request

When it comes to requesting garments, the details matter. I learned this the hard way during one of my first major shoots. I thought I had everything sorted—dates,

contacts, pieces lined up—but my request wasn’t specific enough. That left the PR team confused, and ultimately, I didn’t receive what I needed. It was a lesson in the importance of clarity (and a lesson in sending one too many follow-up emails that made me cringe).