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Stefanie Cheung

BA Fashion Marketing Alum
London College of Fashion
Person Type
Stefanie  Cheung


Stefanie Cheung is 2020 BA Fashion Marketing graduate, currently based in Hong Kong.

What have you been working on since finishing your course?

To be honest, it’s mostly been about taking a good break after the course (focusing on myself, health, etc.) and taking the opportunity (lockdown, COVID) to spend more time with my family after being away for so long.

As most of us are staying indoors these days due to COVID, I’ve been exploring skincare, experimenting with makeup at home, beauty photography, aesthetics. I used to be just about makeup, COVID also got me into self-care (beauty) and knowing more about the “ingredients” in beauty products.

Staying at home gave me the chance to do some self-learning too, like Photoshop, InDesign, and even some business strategy/knowledge, as I’m considering pursuing a master’s degree in the future. Just to get myself prepared. I feel like I have been too verbal throughout my course and not very visual/ creative (visually creative). I loved writing but I guess it’s time to change it up a bit.

Did you always know you wanted to pursue a career in fashion?

Yes, I really geeked out over fashion weeks and runway shows during my teenage years. Who doesn’t love dressing up and making themselves feel good, right? I just love the freedom it gives. I have always wanted to pursue a career in fashion, but not sure about which area. Studying in LCF throughout the years really helped me navigate “where” in fashion.

Any exciting upcoming projects you can tell us about?

The pandemic really hit us hard, especially for 2020 graduates, I guess most of us are still waiting for it to pass so that we can go out and gain more work experience. But then in the meantime, I’m just playing around with skincare, learning more about fragrance, just exploring my newfound interest and hopefully I’ll be equipped to start a blog soon.

Where would you like to see yourself professionally in the next few years?

It’s hard to say, as it’s still an early stage for me. With the pandemic, it kinda changes my initial plan, which was going for an MA in LCF. Professionally I’m hoping to see myself in the beauty sector one day, specifically luxury beauty.

What attracted you to LCF?

In high school, I had always known that I didn’t really want to go for a traditional university life, it was either a business degree or something creative. I wanted to study something related to fashion, but it’s clear to me that I don’t like design. In my city, there are only courses that involve design, which is not what I’m looking for. LCF offered a wide variety of choices for me, from styling to marketing. I travelled to London prior to my LCF days and always dreamt about studying in this environment. So I guess when I was searching online and LCF topped the chart of the best fashion school in the world, I didn’t hesitate to give it a go and handed in my application. With the university’s reputation and notable alumni, it was an easy choice.

Why did you decide to study BA Fashion Marketing?

It was a long story. Back in my International Preparation for Fashion (IPF) days, I was so sure that I wanted to go for a media course as I love styling, making collage. I later found out that I also love studying business - IPF really helped me to explore my interest. Being introduced to consumerism, consumption, I then decided to go for the business pathway. I decided to go for marketing as it’s gonna be handy/ more practical if one day I might not work in the fashion industry.

What did you enjoy the most about your course?

There are many MANY things I enjoyed. One of them being the control/freedom you have over your projects. I was able to do what I’m interested in. I liked the fact that we were able to study the Cultural and Historical Studies units, it brought more depth to the course and helped me to ‘think deeper’ when I was completing other units. One thing I must mention is that I like how interactive the course is. You can contact the tutors and ask them questions about your project easily, I really enjoyed the close relationship between students and tutors. From what I’ve seen, other universities (usually ‘traditional’ universities) were not like this, professors are hard to reach. But in this course, it’s nice to be able to voice out your concerns and make improvements together.

Can you tell us a bit about your favourite project completed on the course?

My favourite piece is also the hardest piece, which is my final major project. My dissertation was hard to complete but very rewarding and satisfying at the end. I got to explore presumption, micro/nano beauty influencers and how this is reshaping the beauty industry. Also, it is about the relationship between social media and consumer behaviour, it is such an interesting piece of writing for the future of influencer marketing in the beauty sector. I do have a more in-depth poster on the 2020 graduate showcase if you want to know more about it.

Best advice you received from a tutor during your time at LCF?

The best advice I was given is to actually stop worrying about something going wrong, stop overthinking and stop being scared, be confident in my work. It gives me reassurance, and it is a good reminder to myself, even though till today I sometimes still have a hard time getting over my insecurities about my work.

What advice would you give to potential students who would like to enrol on this course?

It doesn’t matter if you don’t have a clear vision of your future, you’ll figure it’s out along the way in LCF. Just because there are not much exams, unlike other universities, doesn’t mean it is an easy journey. LCF is beyond dressing up and being glamorous, it’s about the culture, the industry and working hard too. I’ve worked day and night, stressing out over my projects, but it’s worth it at the end when your effort pays off. I really enjoyed my time in LCF. I think the course is perfect to shape you into whoever you want to be, it helps to find what you are good at / what you like, and what you don’t. If you want to study business in a fun, creative way, this is it!