3 golden rules for aspiring fashion stylists
- Written byCarys Thomas
- Published date 03 December 2025
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What does it take to be an innovative fashion stylist?
In this article, we’ll share some professional fashion styling tips and insights from UAL tutors, including John William, who has over two decades of experience in the fashion styling industry.
Specialising in journalism, styling, creative direction, trend forecasting and photography, John teaches The Complete Stylist Short Course and Editorial Styling and Creative Direction Short Course at London College of Fashion.
Want to learn more about fashion styling? Read our guide: What is fashion styling?
Fashion styling tips to develop a creative eye
We’ve compiled some practical tips on how to develop your creative intuition as an aspiring fashion stylist, inspired by styling techniques taught in fashion education and professional work:
1. Build a strong foundation
Develop your understanding of shapes, colour theory and body proportions as these concepts are the technical base of styling. These fundamental elements will provide a strong basis for creative experimentation.
2. Elevate each look with purpose
Use accessories to add identity, texture or visual rhythm to an outfit. Emphasise contrast and balance by mixing materials, silhouettes or tones to introduce dimension and create interest.
3. Style with intention and reflection
Think about how the style decisions you make will influence the feel of an outfit. Don’t be afraid to explore new pairings and take creative risks to build your stylistic confidence.
4. Prioritise fit and garment care
Pay close attention to details like tailoring and garment maintenance for a polished look. Think about the silhouette – take a moment to assess full-body proportion for your outfit. Does it convey visual harmony and completeness?
John's 3 golden rules for success
John shares his fashion rules for aspiring fashion stylists. Alongside our fashion-styling tips, John's experience-based advice is perfect for anyone looking to develop their creative skills.
1. Find your point of view
"It goes beyond clothes. Styling is about aesthetics, politics, narratives, identity and creating value.
I personally don’t believe styling is a skill in the same way pattern cutting or the ability to learn a different language is. There are a lot of skills that make you a great stylist, like good research skills, being able to communicate visually, teamwork, answering a brief. But the actual styling part – it is not a skill. It’s not about one handbag matching a specific pair of shoes, or which colours must or must not go together. It’s a lot more personal.
Styling can be transformative. It all depends on your viewpoint. Some stylists follow fashion and promote catwalk trends, others create more abstract, concept-led imagery that can completely change peoples’ opinions on fashion or beauty.
Styling and creative image-making within the fashion industry can be a force for social change, visual representation or political rebellion."
2. Build your network
"Building a network is key. Over 80% of job seekers say their network has helped with their job search. Be proactive, attend relevant events, keep up to date with the latest fashion news and be active on your social media platforms.
Here’s a top tip: if you don't know models.com, it's your new best friend. Exploring their massive digital database, you will see that many shoots – editorial and commercial - are produced by the same teams. People build their networks and choose to work together again and again. I’ve worked with some of the same people for 20 years!
So, get your networking boots on! Find people in the same position as you who are willing to collaborate, get your name out there, reach out to people in the industry and learn from the experts."
3. Build a portfolio
"How to build your profile as a stylist? Test shoots, networking and assisting. Get yourself a bag of vintage clothes and a camera, or a friend with a camera. Find someone who looks interesting to model, a great location you can access for free or a blank wall in your flat.
Don’t overthink it, just get started. The first shoots you do like this aren’t going to get published in magazines and you probably won’t even put them on your Instagram. It’s about practising, having fun, building your confidence.
As your test shoots get more interesting and you start to create imagery you believe in, be bold and reach out to more people to collaborate with. Start showing your burgeoning portfolio to online editors, small magazines, independent brands. Remember it is a marathon not a sprint."
Keep developing your eye for style
Successful fashion styling is about learning, experimentation and reflection. Develop your styling skills with one of our inspiring fashion styling short courses.
Start building your portfolio on our Complete Stylist Short Course or Editorial Styling and Creative Direction Short Course.
