Earned versus paid media

Simulated business scenario:

Julio, the owner of InStyle fashion, is trying to follow the earned media model of leveraging the reach of social media to promote the launch of new products. In other words, what customers become the channel.
Julio has recruited Marguerite from asos (another brand that relies on earned media ). To head up his new initiative. There is a lot of positive buzz from the fashion industry and Margaret is charged with creating a distributing press releases in an integrated marketing communications plan in advance of the Q3 (late ,spring,early summer ) launch of the install fashion brand.

Questions
1 What what social media platforms (owned media ) should Mercury recommend based on InStyle fashions target audience?

2 how would Marguerite’s team utilize earned versus paid media for the launch of the premier brand?