Antonia Felixson

Antonia is a BA (Hons) Fashion Visual Merchandising and Branding student at LCF and tells us about the highlights and challenges of the course.

What made you want to study at LCF?

With London College of Fashion having the reputation it has, it seemed like a simple decision, once I had decided I wanted to apply my specialised area to fashion. An added bonus was knowing that my course was held at John Prince Street campus, just off Oxford Street, which is an ideal location for the vital research I would need to work with throughout my course.

Why did you choose this course?

When initially applying to UAL, I was interested in sculpture, so I began studying Fine Art Sculpture at Wimbledon college of Art. However, I found it hard to apply this course to a specific area I was interested in. This led me to Visual Merchandising and Branding, which had a perfect balance between practical and theoretical elements that I could then apply in a creative way. The course structure was ideal for what I was looking for and allowed an element of freedom whilst following a structured scheme of work.

What has been the highlight of the course so far?

In the final term of year 1, we were lucky enough to collaborate with John Lewis working closely with their buying and merchandising, marketing and visual merchandising teams. The project lasted for 10 weeks and gave one fortunate group the opportunity to have their windows displayed in the store on Oxford Street. It was a great opportunity as for the first time we got to work with not only our fellow course mates but also our sister courses, which helped to piece together life in this industry.

What have been the biggest challenges?

When joining FVMB in 2014, my year was the first cohort to be graduating from this course with a BA, as it was previously only a foundation degree. This has proved as a small challenge, as it was not only new for us students but also for our lecturers, tutors and our sister courses who have been working with us throughout the years.

What has the teaching been like?

Following on from the above, I think the teachers have dealt with it the best way they could and have been there to support us as much as necessary, for us to feel confident in graduating this coming May. Our new course leader, Edward Stammers, has been absolutely fantastic in supporting each and every one of us and I believe he will continue to be a fantastic course leader for this course.

Have you done any industry projects on the course? If so, how have you found them?

A key feature of this course, which makes it stand out from the rest, is the amount of opportunities we have to work with industry.

Every year of this course so far, we have completed at least two industry projects which have led to fantastic opportunities for us all on the course. It has given us an amazing insight into real life industry and the expectations that are required once we graduate.

Do you find that there is a mixture of theory and practical?

With each year that has gone by, we have completed both theoretical and practical elements within each module, which has given me a complete and rounded insight into FVMB. I believe the way in which the theory and the practical were combined, complimented each other and in turn enabled us to successfully complete each module with the ideal combination of both elements.

What advice would you give students considering studying on FVMB at LCF?

This course is a perfect balance between creativity and theory, however the course moves very quickly due to the amount of industry projects which are involved.

Be prepared to work within strict time limits and within those limits a continuous high level of work needs to be maintained to not only complete the industry projects but to also be able to complete the course requirements within the academic time boundaries.

If you are looking for a course that allows you to be creative yet apply it within industry, Fashion Visual Merchandising and Branding is the course for you.