The Chic Toolkit No. 01 · The Press Kit Edit
The Chic Toolkit Series: Each installment is numbered — a collectible strategy drop, designed to be referenced, pinned, and cited. Think of it as your luxury PR survival kit, delivered in chapters.
5 Non-Negotiables Every Luxury Brand Press Kit Must Contain
By The Luxe Media Group
In the world of luxury, perception is everything. A press kit isn’t just a folder of files — it’s your brand’s passport to the world of media, partnerships, and prestige. Think of it as couture for your reputation: tailored, timeless, and impossible to ignore. If your kit doesn’t whisper exclusivity while shouting strategy, it’s not Luxe.
Here are five non-negotiables every luxury brand press kit must contain:
1. The Brand Story — Written Like a Classic Novel
Luxury thrives on narrative. Your brand story should read like strategy wrapped in silk: evocative, elegant, and anchored in timeless values. It’s not about what you sell; it’s about the world you invite people into.
Insider Tip: Position it less like “About Us” and more like an editorial feature in Vogue — weaving heritage, vision, and allure.
2. Founder Portraits — Editorial, Not Corporate
Headshots are passé. Luxury leaders don’t just sit for photos; they stage portraits that belong in glossy spreads. A founder’s image should capture charisma, vision, and authority.
💡 Insider Tip: Think chiaroscuro lighting, architectural backdrops, or Riviera sunlight — images that could live in both Forbes and Vanity Fair.
3. The Brand Board — Your Visual DNA
Typography. Color palettes. Mood images. The press kit should include a curated brand board that makes journalists and editors feel the brand instantly. It’s your visual shorthand — a moodboard elevated into strategy.
Insider Tip: Keep it sleek — one page, maximum impact. Think gallery wall meets business intelligence.
4. Luxe Product/Service Highlights — With a Whisper of Seduction
Your offering isn’t just listed; it’s staged. Descriptions should feel like copy pulled from a fine art catalogue — rich, aspirational, irresistible. Every word should seduce.
💡 Insider Tip: Borrow from Robert Greene’s “Siren” strategy — spotlight the irresistible qualities of your product, the one thing competitors can’t replicate.
5. Contact — Positioned, Not Promoted
Your media contact shouldn’t feel transactional. It should feel like access. A discreet signature, a refined title, and elegant formatting elevate even an email address.
💡 Insider Tip: Consider presenting it as “Media Relations, The Luxe Media Group” — polished, poised, prestigious.
Final Word on Non Negotiables
A press kit is not a checklist; it’s an invitation. It should feel like stepping onto a yacht in Cannes — effortless, exquisite, unforgettable. When curated with intention, it becomes more than a tool; it becomes the first chapter in a brand’s legend
The Expansions: Earn Obsession
Once the essentials earn credibility, it’s time to elevate your press kit into something unforgettable. These expansions are what make editors, journalists, and collaborators obsess over your brand.
1. One-Liner That Lands
Your brand promise distilled into a sentence that stops editors mid-scroll. Make it quotable.
Example: “Where neuroscience meets skincare — and vanity meets validation.”
2. Luxe Press Imagery
Editorial-level visuals that tell your story:
1 horizontal header
1 portrait (editorial)
2 lifestyle shots
1 transparent logo
💡 Tip: Every image should feel like a mini feature spread.
3. Pull Quotes That Speak Volumes
Curated lines from founders, press, or copy — styled for ready-to-use media graphics.
Example: “We didn’t want to disrupt the market. We wanted to elevate it.”
4. Press Page Link:
A public-facing portal for all assets — PDFs, logos, imagery, press highlights. Include a Mini Kit (3-page version) for editors on the go.
5. Brand Vocabulary — The Lexicon
Preferred phrases, tone cues, and language dos & don’ts keep your messaging tight.
Example: “We never say: ‘Affordable.’ We say: ‘Accessible luxury.’”
The Press Kit in Motion
How to Deliver Prestige in a Digital World (and Beyond)
Because in luxury, presentation isn’t finished until it’s delivered.
Even the most flawless press kit can fall flat if it lands poorly. How it arrives — digital, interactive, or tactile — says as much about your brand as the story inside. Every detail, from link to linen, must whisper exclusivity.
Your press kit is not a file. It’s a brand experience.
And delivery is the first impression.
📧 1. The Digital PDF — Classic, Clickable, Couture
Best for: Email outreach, PR pitching, partnership decks
Beautifully designed, press-ready PDF
Clickable table of contents, embedded video thumbnails, stylized pull quotes
Designed like an oversized print magazine spread
💡 Luxe Tip: Save with intention:
Make opening it feel like receiving an invitation, not a file.
THE-CHIC-TOOLKIT_ PRESS-KIT.PDF
🌐 2. The Custom Press Page — Your Digital Showroom
Best for: Brands with active press or founder-led visibility
Password-protected, curated micro-site
Embed your press kit or elegant scrollable sections
Downloadable assets: founder portraits, brand board, logo suite
Optional: private RSVP form or media contact section
💡 Luxe Tip: CTA is positioning: “Request Access” is far more exclusive than “Download Here.”
Visit Custom Press Page Example Designed by Luxe→
📚 3. The Notion Hub — Modern, Streamlined, Strategic
Best for: Startups, digital-first brands, product launches
Collapsible sections for sleek navigation: Bio, Brand Board, Visuals, Contact
Embed PDFs, high-res imagery, video assets
Custom vanity URL:
press.thebrand.comornotion.luxemediagroup.comUpdate instantly — perfect for evolving brands
💡 Luxe Tip: Treat it like a digital gallery — every scroll and click should feel like stepping into your brand world.
Explore the Notion Hub →
“The Notion Hub is not a file folder. It’s your brand’s editorial suite — every scroll, every click, a curated invitation into your world.”
🗂️ 4. The Google Drive — Only if Styled
Best for: High-volume media libraries (event b-roll, editorial selects)
Curated folders with brand colors or monogrammed titles
PDF press guide as the entry point
Only essential, styled assets
💡 Luxe Tip: Never send raw. Wrap the Drive link in a branded email or digital cover letter.
Access Styled Drive →
📬 5. The Luxe Email Signature Delivery — Whisper, Don’t Spam
Best for: Personalized outreach, influencer pitches, editor follow-ups
Editorial cover letter style: personal, positioned, precise
Embedded logo and polished call-to-access
Email footer as digital calling card
💡 Luxe Tip: Sign off as “Media Relations, The Luxe Media Group” — instantly elevates the exchange.
See Email Signature Example →
🎁 6. The Physical Press Kit — For Galas, Gifting, and Glossy Moments
Best for: VIP events, media dinners, launch parties
Luxury is tactile. Physical kits create emotional resonance — they linger on desks, get photographed, and earn shelf space:
Printed press booklet (bound or folded)
Brand postcard, ribbon-tied USB with digital assets, founder note
Optional branded keepsake (wax seal, fragrance sample, pen)
💡 Luxe Tip: Packaging is part of the experience — linen folders, debossed covers, silk wraps, archival boxes.
✨ Delivery Options: Hand-delivered to hotel rooms, nestled in VIP gift bags, or placed at each seat at exclusive galas.
💫 Luxe Final Word
A press kit doesn’t just communicate — it sets the stage.
Whether on a screen, in a hub, or in hand at a gala, how you deliver it tells the world exactly what kind of brand you are.
Strategic. Timeless. Unforgettable.
If your delivery doesn’t feel like a Dior invitation — it’s not Luxe.
💌 Ready to stage yours?
