Remember that with the inverted pyramid your first paragraph should tell us the newest thing — not the background. A good test is to ask if you can read the first paragraph and know what the story is.

You probably arrive at the ‘new thing’ around par 3 — although you could also find something ‘newer’ still!

If you find yourself doing this then go back over your first draft and cut out those early paragraphs which are you just ‘warming up’. You may find a place for them lower in the piece, but either way, it will help you start with the new thing.

Also remember to stay out of the story, so lines like “Fashion is the most accessible it has ever been” or “this can benefit everyone” which betray an opinion (who says?) need to be chopped out, or attributed.

Try to use fuller quotes (rather than partial quotes of a few words) that stand on their own — this will also make the article more scannable.