Taavi Tiidt

Taavi is a BA (Hons) Fashion Visual Merchandising and Branding student and explains why he chose this course and what the challenges and highlights have been so far.

What made you want to study at LCF?

As I knew from a relatively early age that I wanted to study fashion, I discovered LCF online while I was still in middle school and living in my native Estonia. As London College of Fashion is undoubtedly one of the best fashion schools in the world, it had always been in the back of my mind as one of the main options.

The reason why I decided to study at LCF, and what set it apart from other prominent fashion schools, is that it concentrates on the business side of fashion while still appreciating and valuing creativity. I strongly believe that to be a successful fashion creative in today’s world, it is vital to understand the business side of the industry. It is no longer enough to just be a talented artist, you simultaneously need to be a talented businessman and understand all aspects of the industry. Another key reason for me was the industry links LCF has built up over the years, which makes it easier to find career opportunities once you graduate. It is a highly regarded college by many companies and having this name on your CV makes things a lot easier.

Why did you choose this course?

After graduating high school, I decided to take some time off to figure out what exactly interests me in fashion and what I want to concentrate on in the future, to make sure I make the right choice and stay motivated over the three years. The reason why I decided to study BA Fashion Visual Merchandising & Branding was that the course demonstrated and offered a great balance between theoretical and practical, creative and academic. As I have strong interest in the construction of identity, semiotics, consumer psychology, consumption, (re)branding, visual communications, art direction and how fashion reflects the society or a culture at any given point in time, it seemed like the right choice for me, especially because of the large variety of subjects that the course covers and the abundance of future career and graduate prospects.

What has been the highlight of the course so far?

It is definitely the people, both the students and the lecturers. It is extremely inspiring to be surrounded by creative minds with similar interests and different cultural backgrounds and also to be taught by experienced industry professionals from different fields of fashion. One of the highlights is definitely the extensive knowledge and experience you gain – over the three years I have immensely developed as a creative and as a person in general.

What have been the biggest challenges?

I’m sure a lot of fashion students agree – it is the time management. It can be difficult to stay creative and innovative at all times while being under pressure and having time constraints. It is also important to have a great balance between studies, work and a personal life, as this is something I have struggled with over the time. Additionally, it is vital to learn how to properly research in order not to force the creative process or in contrary get carried away as it is important to know when to stop. This is something that took me a long time to master.

What has the teaching been like?

It can be slightly challenging to take a course with so many tutors, as their opinions often differ. However, this has also broadened my own understanding of both creative and analytical operations in a way that one tutor cannot. So with time, I have learned not only how to take direction from various sources but also how to consider a broad range of options for any given project.

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

Over the years, we have collaborated with John Lewis, Liberty, Nobody’s Child and Hard Rock Café. All of these projects have given great insight into the industry, and really proved how innovation and talent are sought and valued.

What advice would you give students considering studying on Fashion Visual Merchandising and Branding in LCF?

  • Most important is to understand that this course requires both creativity and interest in the business side of fashion. If you don’t have both, this course will turn out to be challenging.
  • Secondly, it is important to know that this is what you want to study as it helps you remain determined and inspired throughout the studies.
  • Lastly, it is important to believe in yourself and in your talent as it is a very competitive environment. I can guarantee that you will build amazing friendships and industry contacts for the future.