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Class of 2017: BA (Hons) Fashion Photography with Jordan Groves


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Published date
19 May 2017

BA (Hons) Fashion Photography student Jordan Groves is graduating as part of the LCFBA17 Class of 2017. We caught up with her to find out about her work, her inspirations and her time at LCF.

Brixton Market

Can you tell us a little bit about yourself and the moment you knew you wanted to study fashion?

My name is Jordan, I moved from a small town near Oxford to London a few years ago, to study Fashion Media and Communication on an access course at LCF. My interest in fashion really came from my interest in photography. I was interested in photography from an early age and used clothing as the main feature my images, so naturally progressed into fashion. It wasn’t until my foundation course that I became interested in learning about fashion and started taking it more seriously.

Talk us through your final project…..

My final piece is called Marketplace, which is a book inspired by London street markets. I am looking at seven different markets in London and celebrating each ones unique traits by creating an editorial that represents each one. The project is a celebration of the long-standing existence of markets, and their importance in bringing together different communities and cultures. Unfortunately there seems to be a lot of tension going on at the moment between different cultures and I’ve found that markets play the opposite role to this by celebrating our differences and similarities as one big melting pot – it’s something that should be appreciated more! It’s a really positive atmosphere to be around and I’ve had a lot of fun working on it.

Originally I had worked on the concept for a project in year 2, which came about as I was living near to Ridley Road Market at the time and just loved the people and the energy there. It’s been great to revisit the idea for my final project and see how all the different markets compare.

Ridley Road Market

What techniques or theories did you use to create your final piece of work?  

I’ve used a lot of collage in my book, by scanning in different items I’ve either found or bought at the different markets to mix in with the fashion and documentary images. I think it gives the project a bit of context and creates some unusual textures to work with. The Evening Standard is running a feature on my final project in the coming weeks.

Have you undertaken any work experience or done a placement whilst at LCF?

I interned for the Art Department at Wilhelmina during my second year. I got the placement by bringing in my CV in person and having a chat with the staff there. I immediately got on with them and learnt so much from everybody during my placement. I felt like I became a part of the team which was really nice.

Deptford Market

Have you met or been inspired by any speakers from the industry whilst at LCF?

The guest speakers have been one of my favourite parts of studying at LCF! One that stands out is Max Pearmain; I remember him saying that a lack of resources/money when you’re a student is the best tool you can have in terms of using your creativity, which is something that has stuck with me.

Describe your work and aesthetic in five words…

Eclectic, Graphic, Playful, Youthful, Female.

What influences your style and work?

It differs for different projects. At the moment I’m really excited to see all the graduate collections and hopefully do some shoots with them that will justify their pieces – I’m always in awe of what people can make!

Portobello Market

What are your plans for the future?

I would like to work in creative content or image production – a creative agency would be the dream. I’m also working on a website called Mighty Violet that I have launched with my friend and course-mate Anna Gallifent, where we’ll be featuring up and coming talent from the industry so I’m excited to put some time into that and see where it takes us.

The tutors on the Fashion Photography course have been amazing and given us such helpful, practical advice about the industry. The course has mainly taught me more about conceptual thinking and how to incorporate this into different mediums. It’s also given me the chance to experiment and understand exactly what I am interested in pursuing, which I don’t think I would have had the chance to do without going to uni.

Have you heard that LCF is moving to east London? What do you think about the move?

I have, I think it will be great to have all the courses combined, and will give better opportunities for collaboration amongst students.

What do you think Brexit means for the fashion industry and studying in London?

It’s sad – I think the fashion industry along with many others will suffer. People from different cultures and backgrounds should be encouraged to collaborate, but it’s being made more and more difficult unfortunately.

Alumni can connect with LCF in the following ways: