skip to main content

Essential coronavirus info
Your safety is our first priority.

Story

Class of 2017: Creative Direction for Fashion graduate Abi Buller

Abigail Butler, BA (Hons) Creative Direction for Fashion
Abigail Butler, BA (Hons) Creative Direction for Fashion
Abigail Butler, BA (Hons) Creative Direction for Fashion
Written by
Josh De Souza Crook
Published date
05 May 2017

Students from Creative Direction for Fashion work across new and traditional media, ranging from multimedia installation industry projects with the likes of the Victoria & Albert Museum to curating and printing their own zines. We talk to the Class of 2017 for LCF BA17 to hear what they’ve produced for their final project, first up is Abi Buller.

Bjork Inspired Photoshoot 2015

Abi Buller, BA (Hons) Creative Direction for Fashion, Bjork Inspired Photoshoot 2015.

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

I’ve always been creative and come from a fine art background with a strong interest in media and cultural studies. It was definitely my love of fashion magazines at a very young age which made me realise I wanted to study fashion. As cliché as it sounds, I had actually been planning to come to LCF since I was 12!

Talk us through your final project…

My final project comprises of many more outcomes than I would have previously imagined when taking on this topic. The primary outcome is an experiential, cultural ‘retail’ environment proposed for online brand Finery. I simulated this as a 3D rendering of a space which I animated as a walk-through ‘trailer’. I also conceptualised a customer journey to lead customers towards space, meaning I created an online visual questionnaire and offered a physical takeaway unique to each customer to document their ‘shopping’ experience.

Abigail Butler, BA (Hons) Creative Direction for Fashion, FMP Illustration mock up.

Abigail Buller, BA (Hons) Creative Direction for Fashion, FMP Illustration mock up.

What is the story behind your final piece of work?

The primary focus of my project was based on reinforcing the idea of slow fashion, as a response to fast-fashion trends. This was achieved through the simulation of a physical, time-controlled ‘alternative shopping environment’ proposed for Finery. I was able to achieve a holistic retail experience as a response to physical/digital brand experiences, ensuring the two platforms work in tandem.

Abigail Butler, BA (Hons) Creative Direction for Fashion, 'Art School' 2015.

Abigail Buller, BA (Hons) Creative Direction for Fashion, ‘Art School’ 2015.

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

I took a multidisciplinary approach to my final piece of work, placing a lot of focus on conceptualising an experiential retail template applied to an online brand. The technical approach was a combination of spatial design, user experience, and print design.

Abigail Butler, BA (Hons) Creative Direction for Fashion, FMP Illustration mock up.

Abigail Buller, BA (Hons) Creative Direction for Fashion, FMP Illustration mock up.

Have you won any prizes?

In the first year I won a competition to have my photography displayed in UAL halls, as well as on the cover of Halls Life Magazine.

Have you undertaken any work experience or done a placement whilst at LCF? Where and how did you secure this work experience or placement?

Yes-lots! I’ve completed a period of work experience in seven different companies whilst studying in London, and am currently working as a freelance writer alongside studying. The first two companies were Roland Mouret and Glass Magazine. I secured these from personal contacts. Having this experience right at the beginning of the first year really helped me when it came to seeking internships in summer holidays, as well as during the second year work experience term.

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

I really appreciated the industry masterclasses held for us in the final year. It was great to hear industry speakers explain their practice, as well as helping to workshop new ideas with us.

Describe your work and aesthetic in five words…

Dreamy, colourful, feminine, light, and contemporary.

What influences your style and work?

I’ve always felt its really important to gain inspiration from the wider culture outside of fashion. Each project and therefore style of work are different, but I always try to stay aware of what’s happening in cultural trends to help inform my work. Particularly when I’m stuck, I often rely on contemporary Art references to kick-start my creativity!

What are your plans for the future?

I don’t have concrete plans for the future, but I hope to further develop my experience in journalism. I have had my work published on LCF’s Pigeons & Peacocks site.  Having particularly enjoyed the research element of my course, I’m also considering getting experience at a Trend Forecasting agency.

Abigail Butler, BA (Hons) Creative Direction for Fashion, 'Art School' 2015.

Abigail Buller, BA (Hons) Creative Direction for Fashion, ‘Art School’ 2015.

How do you think your course and LCF will help you achieve this?

The course as a whole, and particularly my final year experience, will help me have the willingness and motivation to try different job roles and to continue making contacts along the way. It has definitely helped me have more perseverance and resilience with creative endeavours!

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

I have mixed views on this as I think it could help to create a stronger community with all of the students from different courses in one location. However, I think it will be a shame to no longer have the variety of different campuses-particularly with JPS in such a central location.

Abigail Butler, BA (Hons) Creative Direction for Fashion, 'Art School' 2015.

Abigail Buller, BA (Hons) Creative Direction for Fashion, ‘Art School’ 2015.

What music do you listen to whilst you’re working? Is there one particular track or artist that you like?

I often listen to BBC Radio 6 in the morning – I feel like it starts the day right! I also tend to have an album or two on repeat which I associate with each project….The XX I See You definitely helped me through my dissertation. At the moment, I find Little Dragon’s Season High album is my Final Major Project motivation!

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

I think it could really affect a number of applicants to creative courses in London, as students may be worried about how this could affect them long-term after graduating.