Category: Media, Publishing and Digital

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Communications and Marketing Media, Publishing and Digital

Journalism

Fashion journalism is a fast-paced and creative field focused on researching, writing, and producing content about the fashion industry across platforms like magazines, websites, blogs, podcasts, and TV. Fashion journalists report on trends, designers, events, and industry news. Their daily tasks may include interviewing sources, writing articles, attending fashion shows, and pitching story ideas to editors.

With digital platforms growing rapidly, fashion journalists increasingly produce online content alongside traditional print. Success in this field requires strong writing and communication skills, curiosity, attention to detail, and a good understanding of fashion culture and trends. Many fashion journalists develop a specialty area, such as sustainability, streetwear, or luxury fashion, allowing them to build expertise and a unique voice within the industry.

If you stayed within this career you could become a Production Editor or Editor-in-Chief of a publication. Alternatively, you could move into Freelance or Consultancy work.

Examples of Roles within Journalism:
  • Special Projects Editor
  • Fashion Journalist
  • Editorial Assistant
  • Editor
  • Content Creator
  • PR Professional
  • Social Fashion Writer
  • Blogger (Video/written)
  • Feature Columnist
  • Broadcast/Print Journalist
Kevin Quinn, 2021 PhD student, Central Saint Martins, UAL | Photograph: Alys Tomlinson
London College of Fashion courses relevant to careers in Journalism:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Creative thinking behind Babett Kurschner’s work | Photograph: Alys Tomlinson
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Media, Publishing and Digital Theatre, Performance and Screen

Videography

Fashion videography is a highly creative and technical field where moving images are used to bring clothing, accessories, and brand stories to life. Videographers collaborate closely with designers, stylists, and models to develop visual concepts, film on location or in studios, and produce compelling content for campaigns, lookbooks, social media, fashion documentaries and runway shows.

They capture not just garments in motion but also the atmosphere, emotion, and inspiration behind each collection. Roles require skills in filming, directing, and editing, and can range from freelance projects to in-house positions for major fashion brands or production companies.

A career in fashion videography typically begins with assisting roles or internships in production, gradually moving up to videographer, creative director, or producer. Professionals in this area must be confident storytellers, technically skilled in camera operation and editing software, and comfortable managing multiple aspects of a shoot, from storyboarding to post-production. Adaptability, collaboration, and innovation are key, as videographers are expected to respond to evolving trends, technologies, and client needs while crafting content that is both visually captivating and aligned with a brand’s identity.

exmaples of roles within Videography:
  • Videographer
  • Post-production Runner/Assistant/Supervisor
  • Production Runner/Assistant/Supervisor
  • Colourist
  • Editor
  • Camera Technician
  • Shoot Intern
Henrik Bie shooting in the Studio, Case Study
London College of Fashion courses relevant to careers in Videography:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

LCC Shows 2024: Screen – Private View, London College of Communication, UAL | Photograph: Mitsi Moulson
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Media, Publishing and Digital Styling, Make-up and Production

Photography

Working in photography is dynamic, capturing visual stories that bring clothing, accessories, and brands to life. Whether shooting editorial spreads, product images for websites, or advertising campaigns, fashion photographers use lighting, styling, and composition to present garments in their best light. Their work may take place in studios or on location, often involving collaboration with designers, stylists, models, and art directors.

Success in this field requires both technical skill and artistic vision. Photographers are expected to understand camera operations, lighting techniques, photo editing software, and visual storytelling. A career in fashion photography also involves managing the post-production process and working under tight deadlines, making adaptability, communication, and attention to detail essential skills. Many fashion photographers are freelance, though in-house roles exist within larger companies, especially in e-commerce and publishing. Over time, photographers can progress to roles like creative director, producer, or establish their own studios.

examples of roles within photography:
  • Photographer
  • Studio Assistant
  • Production Assistant
  • Photo Retoucher
  • Photography Assistant
  • Shoot Intern
  • Post-production coordinator
  • Digital Imaging Technician
London College of Fashion courses relevant to careers in photography:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Issac Carter Ellison using the photography studio, 2023 Level 3 International: Introduction to the Study of Fashion, London College of Fashion, UAL | Photograph: Alys Tomlinson,
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Design and Craft Garments, Textiles and Materials Development Media, Publishing and Digital

Graphic Design and Illustration

Careers in graphic design and illustration develop visual content for branding, marketing, and product design. These roles include creating everything from clothing prints and textile patterns to promotional materials like swing tags, catalogues, websites, and social media content. Designers and illustrators may work by hand or use digital tools such as Adobe Creative Suite to bring concepts to life.

The two areas are closely connected but also have individual identities. Graphic design in fashion focuses on creating visual assets like branding, packaging, and textile prints, while illustration is more about visually interpreting and expressing fashion ideas through hand-drawn or digital artwork, often used to communicate design concepts. Fashion Illustrators often sketch designs that help communicate ideas to teams or clients, blending creative flair with industry knowledge.

Professionals in this field are expected to stay up to date with fashion trends, have strong creative and technical skills, and collaborate closely with design and marketing teams. An understanding of typography, layout, digital illustration, and trend analysis is key, as is the ability to visually communicate a brand’s identity through design. As you gain experience you could advance to roles like in-house illustrator for a fashion brand or publication or establish your own illustration studio or brand.

Examples of roles within Graphic Design and Illustration:
  • Fashion Illustrator
  • Illustrator
  • Web Designer
  • Print Designer
  • Concept Artist
  • UX/UI Designer
  • Junior/Midweight Graphic Designer
  • Artworker
  • Digital Designer
Ernestine Chua, 2021 BA (Hons) Illustration and Visual Media, London College of Communication, UAL
London College of Fashion courses relevant to careers in Graphic Design and Illustration:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Edward Mendoza in the Studio | Photograph: Alys Tomlinson
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Design and Craft Media, Publishing and Digital

Digital Design

Digital design involves using computer software and 3D modelling to create visual content and experiences across web, social media, and e-commerce platforms. Digital designers are responsible for developing everything from marketing graphics and animations to virtual garments and 3D product simulations. They work with tools like Adobe Creative Suite, CLO 3D, and Blender to bring fashion concepts to life digitally, often supporting brand storytelling, online shopping, and product development.

This field includes roles such as graphic designers, 3D garments designers, User Experience (UX) and User Interface (UI) Designers, and Virtual Fashion Creators. Professionals may work on everything from designing virtual fitting rooms and avatars to improving app usability and online store layouts. With the growth of virtual fashion, augmented reality, and e-commerce, digital design offers a dynamic and rapidly evolving career path for creative individuals with strong technical and visual communication skills.

A career in digital design can be explored in-house through a company or through freelancing or starting your own business. Typically, you would begin in ‘Junior Designer’ or ‘Design Support’ work and can progress into a variety of roles depending on your area of digital design. For example, Head of Digital Development, Innovation Manager, Digital Experience Manager or Creative Director.

examples of roles within Digital Design:
  • UX/UI Designer
  • Junior Fashion Designer
  • Web Designer
  • Graphic Designer
  • Content Strategist
  • UX Researcher
  • UX Architect
  • Sustainability Lead
  • CAD Designer
  • E-commerce Designer
  • VR Developer
  • Junior/Midweight Digital/3D Designer
  • Character Modeller
  • Visualiser
Alexis Obue working on her tablet, 2024 BSc Creative Computing, UAL Creative Computing Institute | Photograph: Alys Tomlinson
London College of Fashion courses relevant to careers in Digital Design:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Keziah Aguillo, 2023 BA Games Art, London College of Communication, UAL | Photograph: Alys Tomlinson
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Communications and Marketing Media, Publishing and Digital Styling, Make-up and Production

Content Creation

Content creation in the fashion and creative industries is all about producing engaging materials, like social media posts, videos, photos, articles, or newsletters, to promote brands, tell stories, and connect with audiences. Content creators work across platforms such as Instagram, TikTok, YouTube, websites, and email, using tools like content management systems and analytics to track audience engagement.

They collaborate with design, marketing, and editorial teams to make sure content aligns with the brand’s voice, style, and goals. Starting in this sector, you could work with text, image, audio and video assets to create visuals and copy, schedule posts, and respond to audience interactions. This career path can lead to Editorial Lead, Head of Marketing, Digital Content Manager or Creative Director.

Examples of roles within Content Creation:
  • Content Strategist
  • Copy Writer
  • Digital Marketing Executive
  • Web Developer
  • Social Media Assistant
  • Ecommerce Marketing Assistant
  • Editorial Assistant
  • Fashion Influencer
  • Digital Asset Coordinator
Zahraa Karim working in the studio, 2020 BA Photography, London College of Communication, UAL | Photograph: Alys Tomlinson
London College of Fashion courses relevant to careers in Content Creation:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

School of Media and Communication BA19 Exhibition, 2019, London College of Fashion, UAL | Photograph: Arianna Poverini
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Communications and Marketing Media, Publishing and Digital Theatre, Performance and Screen

Art Direction

The purpose of art direction is to design the creative vision. Art Direction is about shaping the visual identity and storytelling of a brand, campaign, or publication. Art Directors oversee the creative vision, working on everything from photoshoots and lookbooks to advertising, social media, and magazine layouts.

They lead a team of designers, photographers, and stylists, ensuring that all visual elements align with the brand’s message and values while managing details like budgets, timelines, and project coordination. Art Direction looks at the big picture. they progress through a project, they will work less on artwork development. Instead, they will focus on the creative concepts from a more holistic viewpoint.

This field suits those with a passion for creativity, strong visual and design skills, and the ability to balance artistic ideas with practical project management. With experience, professionals can move into senior roles like Art Director or Creative Director, where they set the overarching visual strategy.

Examples of Roles within Art Direction:
  • Junior/Assistant Creative
  • Editor
  • Junior Creative
  • Art Department Coordinator
  • Graphic Design Intern
  • Brand Executive
  • Copy Writer
  • Shoot Assistant
  • Stylist
To Feather One’s Nest by Louie Wittner, 2024 BA (Hons) Fashion Photography, London College of Fashion, UAL
London College of Fashion courses relevant to careers in Art Direction:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Student Syeda Sumeya Ahmed using the photogrammetry rig, Digital Learning Lab
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Communications and Marketing Media, Publishing and Digital

Public Relations and Press

Public Relations (PR) and Press roles focus on building a brand’s public image and managing its reputation through media, influencer, and public engagement. PR professionals plan and deliver strategies to secure media coverage, organize events, write press releases, and coordinate collaborations or product launches. This career path is ideal for people with strong communication, relationship-building, and problem-solving skills, and trend analysis.

Tasks for entry level roles include sample management, media tracking, dealing with client enquiries, or helping at promotional, business and social events. Senior positions involve leading campaigns, writing press releases, advising clients, and overseeing high-profile events and partnerships.

Working within a larger PR agency, you could become Chief Account Executive or Head of Department. Progression in this role can also involve further training across the sector. This could lead to PR consultancy, advising corporate clients on communications strategy and policy.

Examples of Roles within Public Relations and Press:
  • PR Account Assistant
  • Events Assistant/Coordinator
  • Fashion PR Specialist
  • Press Assistant
  • Event Sales Assistant
Mo Oguntuase, Public Relations, LCC, UAL | Photographer : Alys Tomlinson
London College of Fashion courses relevant to careers in Public Relations and Press:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Antonia Harrold, 2021 BA Public Relations, London College of Communication, UAL | Photograph: Alys Tomlinson
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Communications and Marketing Media, Publishing and Digital

Communications

Communications is the process of understanding how different media (social media, advertising, print, and events) can be used to communicate and connect with an audience. This area can include branding, PR, styling, photography, copywriting, and visual merchandising, all working together to create a strong brand image and emotional connection with audiences.

This field blends many of the same creative, strategic, and people-focused skills as external communications, with a strong emphasis on empathy, adaptability, and understanding workplace dynamics. As you gain experience, you can move into specialised roles like Communications Manager, Brand Strategist, or Digital Marketing Lead.

External Communications:

Fashion communication is one of the underlying principles that supports other aspects of a fashion business. It helps brands to stand out in a competitive and saturated industry, understanding consumer behaviour, shaping brand stories, and delivering them in creative and consistent ways across platforms. In many companies, this area can also include Press and PR.

Internal Communications:

Internal communication plays a crucial role in keeping employees informed, engaged, and connected to the company’s mission. They use tools like newsletters, email bulletins, intranet updates, and social media to ensure staff understand company goals, values, and strategies. They help create a positive work culture, foster employee engagement, and support smooth communication across teams, especially important during times of change.

Examples of roles within Communications:
  • Communications Officer/Assistant
  • Digital Communications Editor/Assistant
  • Arts Administration
  • Internal Communications Assistant
  • Social Media Coordinator
  • Marketing Assistant
  • Editorial Assistant
Yuan (Wendy) Li, 2022 BA (Hons) Graphic Communication Design, Central Saint Martins, UAL | Photograph: Ben Turner
London College of Fashion courses relevant to careers in Communications:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Alena Jarrett, 2023 BA Contemporary Media Cultures, London College of Communication, UAL | Photograph: Alys Tomlinson
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