One of the topics non-industry folks seem to have the most questions about is the notorious press trip. Hopefully illuminating, sometimes incredible, and occasionally dreadful, press trips are a major part of my job, and I often find myself invited as an editor, a content creator, or a hybrid of the two.
In this post, I’ll detail my recent trip to Miami with L’Agence, but before that, a little real talk. Who gets invited to press trips, and why? What’s the point?
Back when print magazines ruled the world, press trips were usually opportunities for brands to build face-to-face relationships with editors, especially timed to the launch of a new product or collection. While many brands still host press trips for editors, more and more see the benefit of inviting content creators instead. Why? Influence, baby. While some editors confirm coverage prior to traveling with a brand, many aren’t comfortable agreeing to write about a product or experience before trying out out IRL — and that journalistic integrity is exactly why I’d argue editors make the best influencers. Our loyalty is to the reader, the follower, the shopper. Not the brand booking flights.
As an editor/creator hybrid (You’ll find I prefer “content creator” over “influencer” when referring to myself, as dubbing myself influential sways a bit too egocentric), I’m often invited on press trips with zero confirmed coverage. Most brands are hoping either for editorial consideration, an onslaught of social coverage, or both. I rarely agree to a trip without doing my best to offer the latter, but the former is harder to guarantee unless I really, really love the thing.
An interesting tangent: Not all influencer trips have the goal of attendees influencing their followers to buy. Take the Tarte trips, for example — and keep in mind this is all speculation, but allow me a hot take! Tarte doesn’t book a lavish trip to Bora Bora thinking the attendees’ posts will inspire shoppers to buy. Rather, Tarte knows said trips will motivate other influencers to make organic Tarte content, in hopes of one day being selected to attend such a trip. That content is what will make shoppers buy, as it appears genuine to these influencers’ followings. It’s a genius (alleged!) move.
Back to me, a gal whose social battery could simply never endure a Tarte trip. I consider myself an extroverted introvert, which means I can turn it on when I absolutely must, but I prefer to sit quietly, alone. For this reason, I turn down a lot of opportunities to travel with brands, but when L’Agence reached out about their swimwear debut, I was eager to show support. The brand’s PR team (Shout out to Krupp group!) and founder (Tara Rudes Dann) have always been generous to me, and I look forward to their NYFW presentation as the unofficial kick off of Fashion Month.
This trip marked the brand’s first foray into swimwear, a category that makes loads of sense given their emphasis on silhouettes and fabrics intended to fit and flatter. I got to try a few pieces first-hand upon arrival in Miami Beach.
After checking in, I lounged poolside at Faena in my Lisa Plunge One-Piece Swimsuit ($235) + Geraldine Geo Pant ($295). Styled with an Antoninias necklace I recevied from Wolf & Badger ahead of my last Miami trip, the look really came together.
All good press trips have a low-lift first day, making it easier to settle in, get work done and acclimate to the area before things really kick off. This was my first time staying at Faena Miami Beach, and it exceeded expectations. The extremely accommodating staff, lavish pool setup, and pops of red decor really checked all my boxes.
In my room, L’Agence pre-stocked a closet of silk dresses, blouses, and basics, plus gifting from other beauty and accessory brands like Dorne, BYCHARI, and retailer Steven Dann. Excessive gifting during a press trip can be more of a nuisance than a treat (Call me a brat, but it’s true! Having to pay extra for an overstuffed suitcase of things I didn’t ask for can be more trouble than it’s worth) but L’Agence clearly took their time curating a selection I was more than happy to receive. And best of all, they flagged that they’d assist in mailing any gifting back to my apartment. @Other Brands, take note!
For our first evening out, we stopped by the L’Agence Swim pop-up at CURIO at Faena Bazaar. Then, it was off to Chateau ZZ’s for dinner. This stunning hotspot is Major Food Group’s first foray into Mexican, housed in a historic manor as gorgeous as the food was delicious.
I’ll decline to share how many espresso martinis I consumed, but rest assured, it was quite a few. For this occasion, I donned the Venice Dress ($525, was $750), a stunning satin slip with black lacy insert I’ve had my eye on for months. Cinched at the waist with a leopard and gold belt I snagged at the Manhattan Vintage Show, the look serves as cold, hard proof that mob wives can make it in Miami, even without their fur coats.
The next morning, I arose sleepy and puffy just in time to order iced coffees for myself and Jennifer, my Gee Beauty makeup artist. I almost never get my makeup done, as I’m extremely picky and critical of my own appearance, but Jennifer nailed it like no other. I was grateful and wowed, to say the least.
I slipped on my Kadi Silk Wrap Dress ($725) — a dream of a dress I hope to collect in a few more colors — and paired it with a Dior tote on loan from my friends at Vivrelle. After shooting the look with Gen Bonilla, our on-site photographer for the week, I joined the group at the most beautiful luncheon hosted by Isabel Grutman and Vita Sidkorina, at the latter’s home.
The scene was sublime, and while I’m loyal to the L’Agence’s silk dresses, many attendees styled the brand’s new swimwear and coverups as bodysuits and daywear. The pieces proved versatile, flattering, and fun for an afternoon with friends.
After lunch, the group headed back to the hotel. I shot some content, did some emails, received a Vitamin B booster from Taja Drip on-site (Necessary!) and got ready. The night shift kicked off with dinner and a cabaret show at Faena Theatre, followed by cocktails at The Living Room.
To celebrate our last night, I donned the Serita Silk Slip Dress ($625) in a gorgeous black-and-white print featuring maps of Paris, topped with the extravagant Jen Beaded Cropped Blazer ($1695). This thing weighs at least 15lbs and is completely coated in beads, and it’s definitely earned its place as of the standout pieces in my wardrobe.
Somehow, we made it all the way (six minutes down the street) to LIV, a venue that definitely would’ve thrilled me in my college club kid days. However, I’m insanely boring now, so I sat tableside for a good 15-20 minutes before splitting a car home with some of the others. I’m genuinely flattered that they thought I’d be fun enough to partake, and equally grateful that they let me leave and reunite with the hotel bed calling my name. Glamorous!
All in all, I’m grateful to the L’Agence team for a truly amazing time, and a great example of what a good press trip entails. Also, for a luxe new wardrobe of poolside and nightlife ensembles. Check out L’Agence’s new swim collection now, and let me know if you have any more questions about press trips in the comments.
x BG