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I’m Abi, a London-based writer and trend forecaster with a background in fashion and communications. During university I started doing freelance writing alongside a variety of internships in the fashion industry – which eventually led me towards working in the futures sector. I continue to research fashion and retail as part of my role, and in creative ventures outside of my full time job.
After graduating I spent 6 months travelling across South East Asia and completing a writing residency in Thailand. This really helped me to stay curious and open-minded after leaving the course, and motivated me to maintain my practice of writing and researching around the areas I was most passionate about during university. When I came back to London, I accepted a role as an Editorial Assistant at a behavioural insights agency called Canvas8. It was here that I gained experience in trend forecasting and researching consumer behaviour, as well as honing my skills as a writer. I then moved on to my current role at The Future Laboratory, where I research and write about a variety of sectors – from fashion and youth culture to beauty and technology.
I always knew I wanted to study fashion, and ideally for it to be in a place where I knew I would have access to a lot of opportunities and inspiration. The course suited me really well because it’s so varied and allows you to have a well-rounded view of the fashion industry.
It was during my early teenage years that I became interested in fashion and the creative industries, but it wasn’t until I started regularly reading magazines that I realised I could work towards an actual career in it.
My full time job keeps me very busy, but I have been able to continue researching and working on personal writing projects alongside it.
I’m planning to continue developing my experience as a writer and trend forecaster, as well as working on particular skills like getting more comfortable with delivering presentations. I would also like to support current students, applying my skills and knowledge to academic settings.
I really enjoyed the variation of topics and collaborative nature of the course. Creative Direction for Fashion attracts such a diverse range of students from all different backgrounds and skill sets, so this allows you to learn from one another and explore the areas of the industry you’re most passionate about.
My favourite project was definitely my final major project, completed in my third year on the course. I think at that point of my journey I felt most confident, inspired and motivated to create a really strong piece of work that reflected all the experience from my first two years of studying at LCF. The outcome was an alternative retail environment proposed as a response to fast fashion, created for the brand Finery London. I took a multimedia approach for this project and created a virtual rendering of a retail space, along with a promotional trailer, a virtual reality experience, and supporting marketing assets. It was very collaborative and allowed me to really push my thinking in a space that I continue to be passionate about!
Probably something along the lines of learning to trust myself, taking ownership of my creative decisions – and making sure to have fun with my work!
Be prepared to come out of your comfort zone and have an open mind – it’s definitely not a one dimensional course! Get ready to challenge your thinking and have your own ideas challenged. And consider whether or not you’re already set on pursuing a particular specialism in the creative industries, or if you’d like to explore the various avenues that a course like Creative Direction for Fashion can prepare you for.