Daniela was born and raised in Italy in a small town in the south of Sardinia. She always wanted to 'escape' and discover new and bigger realities. She moved to London in 2013 at the age of 21 and has lived here since. Daniela studied Fashion Visual Merchandising and Branding at London College of Fashion and graduated in 2019. After graduating, Daniela decided to travel around Europe this summer, whilst she built up her portfolio. She has started to collaborate as a visual and digital consultant for an Italian brand, and is looking forward to what the future holds.
Why did you choose to study at LCF? What attracted you about this university?
When you say LCF people around the world know which university you attended. If you think about it is almost like an icon within fashion education. For me, getting in was my biggest achievement and I still think of it as the greatest opportunity London has given me.
What did you enjoy the most about Fashion Visual Merchandising and Branding?
FREEDOM was the most valuable thing I have had during my studies.
I was always encouraged and supported and I had the opportunity to develop my ideas and creativity always with freedom, which has helped me to grow both professionally and personally.
What topic did you explore for your final project and how did you find the research process?
For my final project I decided to explore architecture and its correlation to visuality, emotions and consumption. It was quite an unusual topic for my degree, however, I gathered sources from other libraries at UAL and I had a successful set of information which allowed me to produce a great and distinguished piece of work.
What was the best advice you received from a lecturer or tutor during your time at LCF?
Keep looking forward, and never look back! - I was always encouraged to stay positive no matter how stressed, tired or insecure I felt.
University has two opposite sides, fun and stressful, so sometimes when studying you will hit the bottom and feel desperate, maybe because your expectations were not met, but that's ok, because its such a cliche but, everything happens for a reason, and the most important thing is to keep going, and never let anything stop you achieving your dreams!
What have you been working on since finishing your course?
Right after graduation I had the opportunity to work on a freelance project with two of my fellow students. The project came through LCF Careers, although we are still waiting on a response from the company, I am very satisfied with the final result of the proposal and I think it was a great way of closing my studies.
This summer I have been travelling in Italy and have also started a collaboration with a local brand, for which I am currently in charge of their visual and digital strategy.
Did you always know you wanted to pursue a career in fashion?
To be very honest, I have always been very creative and I have enjoyed art in each and every form ever since I can remember, but it wasn't until I moved to London that I knew that I wanted to pursue a career in Fashion, in particular, my interest was peaked during my first year in London when I worked at Foot Locker as a Visual Merchandiser.
For you, what's the best thing about your profession?
My degree is in Fashion Visual Merchandising and Branding but this profession is in constant evolution, as was the course. Which consequently, has given me the opportunity to explore different areas of the fashion industry, gathering a great set of skills and allowing me to be very flexible when choosing my career path.
What are your plans for the next few years?
I think the next few years will define my future, so I am determined to make the most of them. I am highly interested in having an experience overseas. I would love to move to the States before I decide to settle somewhere.
What advice would you give to potential students who would like to enrol on Fashion Visual Merchandising and Branding?
I would say work hard, but never forget to have fun. Hard work does pay off, so give 100% to achieve the best possible results. Yet, enjoy your time because it will be exciting, rewarding and emotional, and even though sometimes you'll want it to be over, you will be sad once it is.