Fashion Journalism (Online Short Course)

Fashion Journalism with John William

Where does Gucci get its flavour? A mini lecture by John William

John William - Stylist & Journalist

John William - Stylist & Journalist

If “Fashion” is a pile of cocoa beans… fashion journalists turn it into chocolate. Fashion journalism is about bringing clothing to life, zooming out and putting style in a cultural context; inspiring and informing your reader and figuring out where Fashion might be heading next...

Taught by: John William.


If “Fashion” is a pile of cocoa beans… fashion journalists turn it into chocolate. Fashion journalism is about bringing clothing to life, zooming out and putting style in a cultural context; inspiring and informing your reader and figuring out where Fashion might be heading next. The world of fashion journalism is an exciting, fast paced and ever changing profession that can be difficult to break into. In this introductory fashion journalism course you will learn the basics to get your started with your career as a fashion writer.

You will learn about the history of the fashion media, how the internet is impacting on traditional print journalism and how to develop good writing technique. Each week you will be set a brief and asked to write a piece – which you will be given individual written feedback on. If you meet your weekly deadlines you will watch your writing skills improve, and begin to develop your own unique journalistic voice. 

This fashion journalism course is aimed at beginners and those seeking to enhance their general knowledge. Do you see yourself as the next Tim Blanks or Susie Bubble? Well, this is the place to start.


  • History of fashion and lifestyle publishing.
  • Online versus print.
  • What makes a good journalist?
  • Understanding your reader.
  • What is Fashion News, and how do you write it?
  • Working with PR. 
  • The pieces every fashion journalist must perfect.
  • Interviewing tips and technique.
  • Trends: What are they, how do we spot them, and can we predict them?
  • Feature writing.
  • Pitching to editors, work experience and what happens next.

"The course was really fun and geared towards both fashion and journalism. I looked forward to the class and I enjoyed every session. John is an excellent instructor; I appreciated his honest and constructive insights! I had a wonderful experience taking this class from here overseas in California, US."

- Umar, former student

"John is phenomenal!!! He shared a lot of great insights during this course that will last forever. His feedback was very uplifting and allowed you to grow and improve as a writer. I will definitely recommend this course as it is a key piece in fashion."

- former student

By the end of this course you should have;

  • Developed a working understanding of the history of fashion and lifestyle publishing
  • Developed an overview of the fashion media industry and how it operates
  • Recognised the significance of the internet, and how at has impacted and continues to impact, fashion journalism
  • Learnt how to conduct effective interviews
  • Gained an understanding of fashion trends and how they are influenced by the wider cultural landscape
  • Covered the main types of fashion journalism, and how to structure writing for each format
  • Completed a range of written fashion journalism assignments and received written feedback on your work from your tutor
  • Received hints and tips on the fashion journalism career, from your tutor, an industry expert

Who is Fashion Journalism (Online) for
This course will be incredibly useful for anyone who is looking to gain a valuable insight into the world of fashion journalism, and even pursue a career as a fashion journalist.
Level: Beginners
Please note: This course is for learners aged 18 and over.

Why choose an LCF Online Short Course?
Our online learning short courses allow you to experience London College of Fashion wherever you are in the world. The real-time chat sessions are fully interactive allowing you to communicate easily with the tutor at the same time as fellow students. Additionally all LCF Online Short Courses include;
  • Live sessions with expert
  • Lesson recordings
  • Practical assignments
  • Personal feedback
  • VLE with course content
  • Forums for support
  • 3 months online access
  • LCF Certificate upon completion

Further details about preparing for your online course, and the equipment you need, can be found here

Please note that all courses are taught in UK time. To check and compare times please click here

Tutor information

John William began his career in fashion as a journalist and launched Pigeons & Peacocks magazine with London College of Fashion. He has written for magazines as diverse as The Sunday Times Style and Dazed and Confused. John has been working as a freelance stylist for the past 6 years and has contributed to an international roster of publications including Vice, i-D, Nylon, Paper and Bullett magazine. He has had his work exhibited globally including a 2011 show curated by photographer Rankin and a 2014 collaboration with the Museum of London. John's experience in industry spans marketing, consultancy, trend forecasting and creative direction, and he teaches across a number of BA courses at LCF. He currently works as a stylist and artist and his work often includes props and custom made pieces of his own design.


Online Short Course Materials

To take part in the Online sessions you will need:

  • An up-to-date web browser (we recommend Firefox or Chrome)
  • The latest version of Java installed on your device
  • Microphone and headphones (a headset with a microphone function is recommended)
  • Webcam
  • Strong Internet connection via WiFi or ethernet; 2G, 3G or 4G will not be sufficient

Course Specific Materials

  • Paper and pen to take notes during live sessions

Details for booking

DateDay of WeekTimeDurationCostStatusLocationAction
24/05/2018 - 28/06/2018Thursday13:00 - 14:006 Weeks£350Available Online Add to Basket
18/07/2018 - 22/08/2018Wednesday17:00 - 18:006 Weeks£350Available Online Add to Basket