Shannon Lu
Profession
BA Fashion Communication: Image & Promotion Alum
College
Central Saint Martins
Person Type
Alumni
Biography
Shannon is a digital artist and editor/filmmaker working across graphics, print, film, and 3D VFX. She graduated from BA Fashion Communication: Image and Promotion at Central Saint Martins in 2025.
Shannon's practice examines internet ideologies and the para-real, constructing layered, immersive narratives that blur the line between humour and unease.
Interview
Why did you choose to study BA Fashion Communication: Image and Promotion at Central Saint Martins (CSM)?
My work has always existed somewhere between fashion and fine art. I knew a traditional fine art course wouldn’t suit me, and I wanted something more industry-facing while still allowing space for experimentation. During sixth form, I completed the UAL Insights Spring, Summer, and Winter Schools. I initially specialised in Fine Art, but was encouraged to move towards Fashion Communication, which led to being tutored by Image and Promotion alumni and eventually applying for the course.
When I arrived at CSM in 2021, I initially thought I wanted to be a fashion photographer - a decision shaped heavily by the pandemic and my constant exposure to images. Very quickly, I realised photography wasn’t for me. However, the course’s openness to experimentation allowed me to explore a wide range of mediums, especially in first year. The diversity of briefs helped me identify where my practice truly thrived early on, and I spent the remainder of the course refining and expanding that direction.
What have you been working on since graduating?
Since graduating, I’ve been freelancing for a range of clients, including Central Saint Martins Knowledge Exchange and Ray-Ban. I’ve also continued relationships with publications I assisted during my placement year, such as King Kong and NOTION magazine. My final major project has been screened at film nights, including PHREAKING Collective’s Does Cloud Compute (ever) Precipitate?
Alongside this, I’ve continued developing my research-led personal practice. I’m currently planning a new film and aiming to present it through a future screening or small exhibition within the next year.
What was the most interesting project you worked on during your time on the course?
One of the most interesting projects for me was the one-week industry brief in final year, completed immediately after returning from placement. My group created a Pop-Star Academy style mockumentary following four creatives (us) auditioning for a girl group. It was playful, chaotic, and ended with a Britney Spears performance for the class, with complementary K-Pop style photocards of the four of us.
Unexpectedly, that project set the tone for the rest of my final year. It felt like ripping off a band-aid and fully committing to my instincts. That momentum carried me through the year. It also taught me a lot about documentary-style editing, which is a skill I’ve since been commissioned to use professionally.
What important piece of advice would you give to students thinking of studying this course?
Don’t try to produce the work you think you’re supposed to. Follow what you feel compelled to explore (even if it makes no sense) and, if you commit fully to your process, it will eventually take its own shape. It’s much easier to spot a replica than to create something genuinely new. Also, avoid relying on Pinterest for visual references. Use libraries, scan books, and explore resources like the Internet Archive - your work will be stronger for it!
What was the highlight of your Central Saint Martins experience?
The CSM Fashion Communication film screening at Everyman King’s Cross was a major highlight. It made me realise how much I edit with the cinema screen in mind, despite working extensively with lo fi digital footage. Being involved in BA and MA show production was also unforgettable for me as the adrenaline and sense of collective effort really encouraged me.
What is the most important thing you learnt on the course?
To trust my instincts, even when others don’t yet understand what I’m trying to say. I always found a way to communicate it in the end with guidance from my tutors and peers. The course also reinforced the importance of research. The students most committed to their research consistently produced the strongest work.
Links
Visit Shannon's website to see her work
Follow Shannon on Instagram