Annie Chawla

Press Assistant

  • LocationLondon, United Kingdom

About me


I am a young, passionate and dedicated individual with 1+ years worth of experience within fashion press and PR. During this time I have built and consolidated strong relationships with stylists, bloggers and new media during this time. Adept at working in a dynamic, fast-paced environment from working in-house and at an agency (taking care of both Menswear, Womenswear and Accessories), I have an efficient work ethic and pride myself on my organisational skills and ability to take initiative. As a result of my History degree, attention to detail underpins my communication, research and writing. I am reliable, well presented and punctual, always willing to learn from others and be a team player.



  • Events PR
  • Market Research
  • Communications
  • Public Relations
  • Social Media
  • Customer Service
  • E-commerce
  • Microsoft Office
  • Media Monitoring
  • Fashion GPS
  • Press Release Writing
  • Database Administration
  • Gorkana
  • Blog Post Writing
  • Sample Management

Work history


Press Assistant

Beyond Retro

Jul 2015
  • - Schedule and run press appointments in-store as the first point of contact for all UK and international press - Daily liaison across major print and online publications to respond to all sample, image and product price requests - Call-back and coordinate the return of all outstanding press loans - Engage with the PR calendar to proactively outreach press, regularly creating and circulating press releases to key media - Daily monitoring of all coverage received using Gorkana in order to compile monthly report for internal distribution that analyse all coverage quality, and identify ways to increase future AVE value - Correspond with Beyond Retro’s Stockholm press office to facilitate and implement reactive and future PR strategies and campaigns - Supporting the Head of Press and Marketing on all in-store and external events - Maintain and update the press contacts database on a daily basis - Outlined a hit list of key publications for Beyond Retro to target for Menswear, Womenswear and online through the conduct of a loans audit for 2015 analysing previous coverage received to streamline seasonal press strategy - Handle gifting initiative to bloggers and VIPs for festivals and events - Work alongside the Social Media Coordinator to manage all creative content uploaded onto the Beyond Retro blog; coordinated collaboration with Bestival to organise fashion shoot for an upcoming blog post - Represent the Press & Marketing team and present at weekly stand-up meetings to inform all departments of our key objectives and ensure optimum alignment with Marketing and E-commerce initiatives to develop the Beyond Retro brand - In-charge of the intern diary and intern recruitment


PR Intern

Modus Publicity

Sep 2015 - Sep 2015
  • - Gained experience within the arena of luxury fashion; worked on accounts including Akris, Calvin Klein Collection, and Bally, well as lingerie brands such as Von Follies by Dita Von Teese and Calvin Klein Underwear - Event preparation and planning; frequently assisted the visual merchandising team and showroom manager in setting up for client press days and presentations, as well as the Modus company press day. Played a significant role in assisting the visual merchandising team and showroom manager in setting up for the event - External event management; attended client shows for London Collections: Men SS15 to support the PR team with checking in, meeting and greeting. Maintained the menswear contact database, helped to arrange show seating plans and the send out of invitations to press and VIPs - Sample management; trafficked samples to and from press using Fashion GPS to meet shoot deadlines, arranging all UK and international couriers - Showroom management; consistently ensured the showroom was fully merchandised and organised, assisted with the inventory audit of all samples and accessories, coordinated the return of dated samples to clients - Intern Management; led and trained work experience and junior showroom interns - Documented and archived all the SS14 and AW14 samples, press clippings and loan sheets


Press Intern

May 2015 - Jul 2015
  • - Worked closely with the PR Manager and Press Officers to provide support on all ad hoc office duties and administrative tasks - Organised the daily diary to ensure urgent send-outs are executed in a timely manner - Liaised with the company’s stock distribution centre and stores to call-in stock for daily fashion send outs to UK and international press - When required, coordinated the send-out of stock pulled from store to press - Regularly collated press clippings for editorial and online coverage weekly press reports and organised into monthly PowerPoint presentations for evaluation - Scanned short-lead, long-lead and online publications for missed coverage opportunities - Conducted market research to report competitor activity and relevant industry trends to appropriate teams - Responsible for recording and tracking stock sent out to, and returned by, publications - Archived all 2014-15 send out/transfer dockets - Maintained an organised stockroom so that send-outs and requests could be dealt with efficiently


Press Intern


Feb 2014 - Apr 2014
  • - Frequently in contact with target publications in order to arrange appointments for press officers - Handled mail outs, image requests and coordinated sample send outs and call-backs - Showroom management; responsible for the maintenance and visual merchandising of both men’s and women’s press samples and accessories - Responsible for updating the media contacts database and controlling guest list for the AW14 press day, and informing all business units of press activities - Worked in unison with the Buying, Marketing and E-commerce teams to provide post-event reports and product reviews in order to drive the brand forward - Organised the distribution of Lookbooks each season - Screened daily brand coverage and filed press clippings featured in weekly, regional and national publications to assist with the assembly of weekly press reports




University College London

Aug 2012 - Apr 2015
  • Graduated with Upper Second Class BA Honours (2.1)