London Fashion Week Ticket Request

Fast Track

How to: Send a personalised email to multiple recipients for LFW show tickets, the fastest way possible - AKA Mail Merge


If, like me, you work as a freelance stylist and not in an office (where colleagues/friends can show you) then fear not - below is a step-by-step guide on how to request tickets* via email in ONE go!

I’m not saying Bcc everyone on the LFW press list - you will be requesting tickets from PRs for the LFW shows. These need to be sent to the correct PR person, they need to be precise and to the point - The PRs are arranging the shows, they do not have time to be reading a long email about why you would like a ticket.

A stylist needs to be organised and quick; on set, on budget, with prep, on computer, you name it - it is a crucial aspect of the job

I have been known to spend a whole day requesting LFW tickets - the process being - copying & pasting each email, sending out a separate email to each PR, for each designer show (last September SS19 LFW there were 79 designers showing, and that was only On Schedule…). That is a lot of emails to write and a lot of time wasted, especially when you should be contacting potential clients, or prepping for a shoot, or as it’s January, completing your tax return…

So instead, let’s Fast Track.

(I’m assuming most of you are on a Mac and have a gmail account - please email me if you need it for PC - griffiths.danielle@gmail.com)

Molly Goddard / image: Sam Wilson


First, download from LFW.com the A/W 19/20 Show Schedule 

(This way you can work out which shows you would like to see & when they are on.)



This will take you to an Excel document.

Go to FILE on the Excel document and SAVE AS GOOGLE SHEETS.

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Once in Google Sheets, go to ADD-ONS

If you do not have **Yet Another Mail Merge installed on Google Sheets, click on ADD-ONS, then GET ADD-ONS and download it from there. (I am not affiliated with Yet Another Mail Merge)

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Email Information


RECIPIENTS: Leave blank, no email address is needed.

SUBJECT: Ticket Request for $%Brand Name% LFW A/W 19/20 show

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(In column A1, on Google Sheets - the header is Brand Name. By putting $%Brand Name% into the Subject Bar and in the body of your email, you are formatting the email to replace $%Brand Name% with e.g. 16Arlington.  

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BODY OF EMAIL: Dear $%Press Contact%                                  

(The same applies for Column B1, you will need to write - Dear $%Press Contact% - again this will be replaced/formatted with the name of the PR contact.)


Magazine or blog - Who you work for,

Name - Yours,

Title - ‘Freelance Stylist’ is fine,

Arrival & Departure, When you are in London,

Delivery Address - For receiving your tickets.


Once your draft email is complete, close it and it will be saved to drafts.

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Go back to Google Sheets

Click on ADD-ONS



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Fill in your name in the Sender Name box.

Scroll through Email Template to find the email you want to send. This will be from the Drafts section of your Gmail account. 

N.B You will have a limit of sending 50 emails per day on the Free Plan of Yet Another Mail Merge.


Then press SEND

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You will have a window pop up with confirmation that your emails have been sent & which ones have bounced, along with a Tracking Report on the right-hand side.


Et voila!

Bye for now,

Danielle xx

*Sending out emails to all the PRs for ticket requests does not guarantee you a ticket for the LFW shows.

**I am in no way affiliated with Yet Another Mail Merge, by downloading this app, you do so at your own risk - always read their t&C.