Category: Styling, Make-up and Production

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Visual Merchandising

Visual merchandising is a creative and strategic role within the fashion and retail industries focused on how products are displayed to attract and inspire customers. Visual merchandisers design store layouts, dress mannequins, and create impactful window displays that reflect seasonal trends, promotions, and brand identity. They work closely with marketing, retail, and buying teams to ensure that visual storytelling aligns with business goals and enhances the customer shopping experience. This role blends creativity with commercial awareness, using both design principles and sales data to influence customer behaviour and drive profits.

Visual merchandisers also need strong trend forecasting skills, design software knowledge (like CAD or Adobe Creative Suite), and the ability to work collaboratively under pressure. As retail moves increasingly online, there is also growing demand for digital visual merchandisers to shape the look and feel of e-commerce platforms. This pathway is ideal for students who enjoy design, problem-solving, and creating visually engaging environments that connect with audiences.

Depending on your interests and expertise, you may choose to specialize in specific areas of visual merchandising, such as window displays, store design, product presentation, or digital merchandising. Progression in this field can lead to Head of Visual Merchandising or Senior Visual Merchandising positions that involve overseeing multiple locations.

examples of roles within visual merchandising:
  • Visual Merchandiser
  • Merchandise Coordinator
  • Store Manager
  • Visual Merchandiser Trainee
  • Visual Merchandising Assistant
Nadeen Elwi, 2021 BA Fashion Visual Merchandising and Branding, London College of Fashion, UAL
London College of Fashion courses relevant to careers in visual merchandising:

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

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Styling, Make-up and Production Theatre, Performance and Screen

Styling

Fashion styling is a creative and fast-paced field where professionals are responsible for curating looks for individuals, brands, or productions. Stylists work across a wide range of settings, from editorial shoots and advertising campaigns to celebrity appearances and runway shows. Their role includes conceptualising outfit ideas, sourcing clothing and accessories, and coordinating with designers, photographers, and make-up artists to bring a cohesive visual story to life.

Stylists often start their careers assisting more established professionals, gradually building their portfolios and industry networks to secure bigger clients and projects. A successful stylist needs strong research skills, trend awareness, and a clear visual sensibility. Daily tasks may include mood-boarding, product sourcing, fittings, and managing wardrobes on set. Many stylists work freelance, with roles varying from personal styling and shopping to high-end fashion editorial and red carpet preparation.

examples of roles within styling:
  • Creative Stylist
  • Stylist Assistant
  • Fashion Cupboard Intern
  • Researcher
  • Styling Manager
  • Personal Stylist
  • Ecommerce/Digital Stylist
  • Runway Stylist
London College of Fashion courses relevant to careers in styling:

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

Work by Katharine Nixon
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Production and Studio

Production and studio work involves managing and coordinating the many moving parts that bring visual campaigns, fashion shoots, and shows to life. Production teams are responsible for everything from booking models and locations to organising equipment, schedules, and budgets. They work closely with stylists, photographers, and creative directors to make sure the shoot or event runs smoothly and stays true to the creative vision. This behind-the-scenes work blends creativity with planning, production roles offer exciting opportunities across fashion, film, editorial, and advertising.

In studio production settings, professionals prepare garments, assist with casting, and ensure every shoot element is ready to go. On set, producers coordinate timelines, manage teams, problem-solve in real-time, and maintain communication between departments. Strong organisation, attention to detail, and teamwork are essential skills in this field. Entry-level roles often involve supporting logistics, administration, or the studio environment, with progression leading to roles like Production Manager or Producer.

examples of roles within production and studio:
  • Retoucher
  • Sample Assistant
  • Casting Assistant
  • Sustainability Assistant
  • Art Department Trainee
  • Producer
  • Photoshoot Producer
  • Production Coordinator
London College of Fashion courses relevant to careers in production and studio:

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

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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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Styling, Make-up and Production Theatre, Performance and Screen

Hair and Make-up Artistry

Hair and Make-Up Artistry is responsible for shaping the visual identity of models, performers, and characters across photoshoots, runway shows, film, TV, and live performances. Artists in this field create hairstyles and make-up looks that align with the creative vision of a production or brand. This can include everyday beauty, high fashion, period looks, or dramatic transformations using wigs, prosthetics, and special effects. Their role involves researching styles, applying and maintaining consistent looks, and working collaboratively with designers, photographers, and directors.

Many roles in this field are freelance, requiring strong communication, time management, and adaptability. Beginners often start as assistants or trainees, learning from experienced artists and handling practical tasks such as prepping kits, maintaining hygiene, and assisting with continuity. As they gain experience, they may move into senior artist or designer roles, responsible for leading the creative vision, managing teams, and coordinating with other departments.

examples of roles within Hair and Make-up Artistry:
  • Assistant Make-up and Effects Artist
  • Runway Makeup Artist
  • Editorial Makeup Artist
  • Chief Hairdresser
  • Hair and/or Make-up Artist
  • Processing & Curations Assistant
  • Trainee Make-up Artist
  • Editorial/Fashion Hairdresser
  • Wig and Hair Technician
Make-up Session with Kiera Young, UAL | Photograph: Alys Tomlinson,
London College of Fashion courses relevant to careers in Hair and Make-up Artistry:

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

Students in Make-up Studio at East Bank, 2024, London College of Fashion, UAL | Photograph: Ana Blumenkron
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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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Prosthetics and Special Effects

Prosthetics and Special Effects is an exciting and highly creative area within the fashion and entertainment industries, combining artistic skill with technical expertise to transform performers through makeup, prosthetics, and visual illusions. Professionals in this field design and apply everything from realistic wounds and scars to fantastical creatures and characters for film, TV, theatre, fashion shoots, and events. Using techniques such as sculpting, moulding, casting, and airbrushing, special effects (SFX) artists bring scripts and stories to life. These roles demand precision, creativity, and a strong understanding of anatomy, materials, and safety protocols.

Many SFX Artists work freelance, building strong portfolios and networks and can progress to becoming a Lead SFX Artist or Creative Director. Increasingly, this field intersects with fashion through wearable art and custom prosthetic design, using technologies like 3D printing to blend functionality with personal style. Whether applying stage blood for a theatre production or designing avant-garde prosthetics for a fashion show, this is a hands-on, collaborative, and imaginative career path for those who love storytelling through transformation.

examples of roles within prosthetics and special effects:
  • Special Effects Artist
  • Prosthetic Technician
  • Moldshop/Projects Supervisor
  • Prosthetic Designer
  • Prosthetic Applicator/Makeup Artist
  • Wig and Hair Technician
  • Continuity Specialist
Giannah Snagg sketching in the studio | Photograph: Alys Tomlinson
London College of Fashion courses relevant to careers in prosthetics and special effects:

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

3D Prosthetics and Sculpting Studio, 2024, London College of Fashion, UAL | Photograph: Ana Blumenkron
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