In the world of fashion, where first impressions count, your cover letter can be the difference between landing an interview and being passed over. But while a great one can elevate your application, a weak or sloppy cover letter can instantly raise red flags.
As fashion recruiters at u&i, we’ve read thousands of cover letters, and we can spot a mistake in seconds. Want to avoid the most common pitfalls? Here are the cover letter mistakes we notice immediately (and how to fix them).
Copy-Paste Syndrome
One of the most common, and instantly obvious, mistakes we see is a generic, copy-and-paste cover letter. If your letter starts with “Dear Sir/Madam, I am writing to apply for the position at your esteemed company…” we’re already tuning out.
Fashion is a personal and expressive industry. A cover letter that could be sent to any company doesn’t show that you’ve done your research or understand the brand. Tailor your letter for each application:
- Mention the brand by name.
- Reference something specific about their aesthetic, values, or recent campaigns.
- Make it clear why you want this job at this company.
Fix it: Do a quick dive into their Instagram or company page and mention something that resonates with you. Show you care.
Repeating Your CV
If your cover letter just rehashes your CV bullet points, it’s not doing its job. Recruiters already have your CV, we want your cover letter to bring your personality to life.
Instead of listing your experience again, explain why those experiences matter for this role. For example:
- Don’t: “I worked as a merchandising assistant for two years.”
- Do: “My two years as a merchandising assistant taught me how to spot trends early and respond quickly to sales data, skills I’d love to bring to your fast-paced buying team.”
Fix it: Use your cover letter to connect the dots between your experience and the role you’re applying for.
Too Much Focus on Yourself
Yes, your cover letter is about you, but if every sentence starts with “I,” it can come off as self-involved. Hiring managers want to know what you can do for them. So, rather than just listing your accomplishments, frame them around how they benefit the company.
- Don’t: “I want to gain more experience in the luxury market.”
- Do: “I’m excited to bring my knowledge of premium customer experience to a brand like yours that values craftsmanship and exclusivity.”
Fix it: Shift the focus from what you want to what you offer.
Ignoring the Brand's Voice or Aesthetic
Every fashion brand has a distinct identity. Your cover letter should feel aligned with the tone and values of the company. A super-corporate letter to a creative streetwear label? Not a good fit. Likewise, an overly casual tone might fall flat with a heritage luxury brand.
Fix it: Mirror the tone of the company’s website or social channels. If they’re fun and relaxed, it’s okay to show some personality. If they’re polished and refined, keep things sleek and professional.
Typos, Grammar Mistakes, and Bad Formatting
This one might seem obvious, but you’d be surprised how many cover letters come in with basic spelling errors, inconsistent fonts, or formatting that’s hard to read. Fashion is detail-driven. If your cover letter isn’t polished, we’ll wonder how much attention you’ll bring to your work.
Fix it: Use tools like Grammarly or Hemingway Editor to check your writing. Proofread (then proofread again). Send it to a friend or mentor for feedback before hitting “submit.”
No Clear Call to Action
You’ve nailed your tone and shown your value, now what? Many candidates end their cover letter weakly, without expressing real enthusiasm or prompting the next step.
Fix it: End on a confident, forward-looking note. Try something like: “I’d love the chance to discuss how I can contribute to your next collection launch. Thank you for considering my application - I look forward to hearing from you.”
Final Thoughts
Cover letters in fashion aren’t just a formality, they’re a chance to stand out in a competitive, style-conscious industry. By avoiding these common mistakes, you can craft a letter that reflects your personality, aligns with the brand, and shows recruiters exactly why you’re the right fit.
At u&i, we help candidates across design, buying, marketing, and more navigate the job market with confidence. If you're ready to elevate your application and your career, get in touch with us.
