Bruce Reynolds is the President of the UAL East Coast Alumni Association. Along with his committee of alumni volunteers, he creates a programme of events and communications to help our graduates in and around New York City to network, socialise and collaborate.
Bruce tells us about his time at London College of Fashion (LCF), his astonishing career in fashion, television, marketing/ communications/ branding and also what he loves about being in New York.
I really believe in UAL. The mission, the point of view, the approach, everything. Graduates from UAL colleges have impacted the world we live in, business-wise, and creatively.
What inspired you to come and study at London College of Fashion (LCF)?
I had completed a BTEC 1st Diploma at the College of Distributive Trades (now London College of Communication), so going on to LCF was a natural choice as I wanted to continue my education.
I wanted to learn more about the business side of fashion and also go on to university but doing A-levels did not appeal. Charles Wallace (a very distinguished man) interviewed me for my LCF place, and he just seemed to make me feel like it would be an excellent course that I’d enjoy, and he was right. I’m not a fan of exam centric programmes as I don’t think they give an accurate representation of someone’s grasp of a subject or show their full potential. I found the BTEC courses at LCD and LCF a much better match for me. More hands-on and practical, as opposed to just reciting information from a textbook in timed conditions.
What tips would you give anyone wanting to study at LCF?
Enjoy every second! It’s a very unique place that celebrates and encourages diversity, positive individuality, and self-expression. They also give good direction on how to apply these in the real worlds of creativity and business. And, BIG THING, intern, intern, intern. Make the contacts and stay in touch. I did work experience at a few places, and it was very eye-opening, and I made great contacts and friends. Also, make friends at different UAL colleges, you’ll be surprised how much you encourage each other. I still have brilliant UAL friends who continue to inspire me and make me laugh decades later.
What did you do when you completed your course?
I went to another university for a few months, but the course was not a good match, so I left and modelled for a bit, that led to modelling in New York, and while there I learned people had to pay a lot of money for a degree, and back then in the UK, we did not. Not loving modelling that much, I returned to London and worked in PR and re-applied to university, with a more focused approach.
I did a business, finance and marketing degree with an arts management component. After graduating, I interned at Bloomberg Financial News doing marketing, and while there the journalism bug kicked in, so I got an MA in TV journalism. I got a job at the BBC in the National Business and Economics News bureau that covered consumer business and retail news.
After several years, Asia was on a considerable rise, and I wanted to know more about what was going on there. So I took an opportunity to do an MBA and teach broadcast journalism in the State of Hawaii, which is close to Asia but is still in the USA. Also, there is a school of Futures there. Futures is a subject I wanted to study, and I think at that time, there were only three schools in the world. We explored how do we work towards our preferred future looking at the impact of business on the environment, society and other stakeholders.
While living in Hawaii, an old contact from the fashion world in London wanted me to help with their international marketing and PR strategy that focused on markets in Asia and America. It was a perfect fit, and I was able to work remotely. After Hawaii, I moved to LA continuing to work in marketing, TV and brand communications/strategy, and now I’m here in New York.
What advice would you give any graduate wanting to work in America?
Be clear on what you want to do in the US. There are many options and many people. Be open to opportunities but also be mindful of what you want to do. Give yourself a clear, measurable timeline too, this will help, especially for those on work visas. Also, culturally America is very different, and then each State within it have very different cultures. Just because we speak a similar language do not underestimate the cultural differences.
Tell us about your exciting career so far?
My career has progressed into three areas that I tend to break out into Marketing (touchpoints, experiences, media messaging), Culture (brand direction/management/engagement), Change (impact, advocacy, future generations), and strategy straddle across these three.
My thought process, global point of view, eye, whatever one wishes to call it, has led me to work with some fantastic people, organisations, companies, and partnerships. Such as FENTY, Nike, Under Armour, Adidas, eBay, Givenchy, H&M x Alexander Wang, H&M x Balmain, Topshop Topman, General Motors, CFDA Vogue Fashion Fund awards, Feeding America, ABC, ITV, E!, and the BBC. People wise, they include Julia Roberts, fellow UAL alumnus Riccardo Tisci, Richard Branson, Sir Philip Green, Rihanna, Cara Delevingne, Bruce Willis, Dennis Quaid, Quentin Tarantino, Alexander Wang, Mary J Blige, Vera Wang, and those are just the immediate ones that come to mind.
What’s your favourite thing about being in New York?
Oh, gosh, there are lots. New York City is fascinating. Each borough has their own vibe going on that results in some tremendous cultural spots, interesting museums, street art, restaurants, and things off the beaten track.
Each borough has its distinct personality that continuously evolves, and that’s something that keeps the city rather fresh. The challenge is not sticking to one district or area and to always explore. Oh, and there are some excellent sample sales.
What has been your greatest/proudest achievement?
There are a few, to be honest.
- When I was at the BBC, I was one of the youngest people on National TV on-air covering business and financial news.
- I’ve been on ABC, E!, I’ve worked with Givenchy for the NYFW runway show, the CFDA Vogue Fashion Fund Award, The Metropolitan Costume Gala, H&M x Balmain, interning at Bloomberg, being part of the team launching Rihanna’s first runway collection.
- Most recently I spoke at the United Nations calling on global brands and the advertising industry to help save the planet by donating a small percentage of their ad spending to support the Lions Share fund which supports 13 out of 17 of the Sustainable Development Goals. Sir David Attenborough is a big supporter.
They’re all great achievements, though as a man and a man of colour for whatever reason, I still tend to find myself to be a minority in most rooms I work in so to be there is an additional achievement. For me because I bring some diversity, a different voice, a different point of view to the room or table. If I walked into any workplace and there were no women, for example, I’d think there is something not right, and similarly, in this day and age, I think if you walk into a room and there’s no diversity, colour or sex-wise, one should think there’s something not quite right. So for me, when I am the one representing diversity, that is a great achievement.
Some other accomplishments are the speaking engagements and panels I’ve been asked to do; Cannes, SXSW, Ad Week, and again the UN.
What made you first want to get involved in our East Coast Alumni Association?
I really believe in UAL. The mission, the point of view, the approach, everything. Graduates from UAL colleges have impacted the world we live in, business-wise, and creatively. Stella McCartney, the late Alexander McQueen, Jimmy Choo, Riccardo Tisci, Patrick Cox and many more. If I can help foster a UAL community on the East Coast, that keeps people’s creative juices and visions going, then that’s a good thing in my view.
What’s the best thing about being part of this creative community?
I’ve never met a boring person yet that’s been associated with UAL. Although we may have gone to different colleges within the UAL network, I’ve always found a realness and determination for self-expression, as a common thread which I love. Let’s say I always find there’s unity in the diversity.
You and the rest of the committee arrange a lot of events and provide the alumni network on the East Coast with a lot of opportunities to meet-up. Can you tell us a bit about some of the previous events/opportunities that you’ve organised?
New York is a busy place with lots going on. It’s known as the City that never sleeps for a reason. To not add to already packed schedules we try to share invites to events that would be of interest where possible, and then aim to get together every quarter for a more formal alumni meet up, and we try to vary our events.
We’ve done live art drawings evenings; the last one was hosted at Great Bowery and led by the brilliant Patrick Vale (also a UAL alumnus!). It was really cool evening, and Pat gave some great insight, tips and lots of humour. Brilliant chap!
We’ve held a workshop at design agency at Vault49 where we got to do screen printing, a first for me! And we’ve had insightful fireside chats with amazing leaders in the creative industry that include fashion veteran Andrew Rosen who co-founded Theory.
One of my personal highs was an art salon I was able to create titled Legacy which was a connected diversity, social impact and awareness with the UN’s Sustainable Development Goals. It was a great event, and the artists involved kindly gave a walking tour and talk to alumni on the night.
We’ve also done rooftop drinks, where alumni can catch up and network whilst overlooking the Manhattan skyline, with a glass or two of something nice. We try to switch it up and keep gatherings interesting. There’s a lot of competition in New York!
Relevant links
- Join the US East Coast Alumni Association on Facebook
- Have questions for the Association? Send them an email: ualalumni.USAeastcoast@gmail.com