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How to become a fashion stylist

Double spread of Pigeons and Peacocks magazine featuring female models in striking colour outfits.
Double spread of Pigeons and Peacocks magazine featuring female models in striking colour outfits.
Pigeons & Peacocks magazine – London College of Fashion’s flagship publication launched by tutor John William
Written by
Mariana Jaureguilorda Beltran
Published date
27 August 2020

Do you have an eye for fashion? Are you drawn to inspiring imagery, passionate about clothing and self-expression? Do you dream on being part of the fashion industry? If this sounds like you, you may wish to explore a career as a fashion stylist.

With your creative vision and a unique style, you could be setting trends, collaborating with brands, shooting magazine covers and bringing to life the pictures in your imagination.

Putting together his advice for budding fashion stylists, editor, fashion expert and much-loved UAL Short Courses tutor John William, talks us through how you can become a fashion stylist.

This article will cover what steps to take first, what your fashion styling portfolio should include and some myth busting on what a stylist actually does.

Leading many of our styling courses at London College of Fashion from Fashion Styling to Fashion Styling and Creative Direction, John William’s guidance comes with over 17 years of experience in the fashion industry, working at the forefront of fashion media. An industry professional, he works across journalism, styling, creative direction, trend forecasting and photography. With a host of editorial clients which include: i-D, Vice, The Sunday Times Style, Paper, Puss Puss and Nylon. For the past decade, John has been working as an Associate Lecturer at the London College of Fashion across several BA courses and is currently the Online Editor for Beauty Papers – so, how can you take your first steps into styling?

Tutor John Williams headshot

John William

Editor and UAL Short Courses tutor

What does a fashion stylist do?

In short, a stylist dresses people, using clothing to communicate. It could be to make somebody look and feel great, to sell a brand or a particular item, or to create an inspiring image. It is all about “telling stories with clothes,” John says. It ranges from editorial, where your focus is following an editor’s brief to create a thematic fashion shoot, to personal styling where you dress real people, for their real lives.

Although clothing is an incredibly important part of the process, a stylist is rarely only putting together outfits. Most often they work with a bigger creative team sharing references, developing concepts, experimenting and collaborating to produce an original outcome.

Stylists work with musicians, fashion designers and brands as consultants – sometimes becoming part of the design process. Stylists may work as creative directors pushing the vision of a project, or as fashion editors responsible for the aesthetic of a publication (networking and commissioning other stylists and creatives to contribute features and shoots.)

Collage made by student from the fashion styling

Student work from the Fashon Styling Short Course

There are three key areas many stylists work across in Fashion Styling


Editorial styling is creating imagery for magazine shoots. These images are then used in both print and online publications.

“Editorial is your creative work. It’s not created explicitly to sell and you’re not working for a brand. Instead, you are commissioned by an editor to produce imagery for a magazine or a media platform.”

A good way to see this in action, is to pick up a magazine and skip past the advertisements (these are created by brands and then the brands pay to place their campaigns in magazines, usually in the first 20-100 pages of a publication depending on how much advertising they feature.) Anything past the advertising is likely to be editorial content – articles, still life shoots, interviews and portraits … and the most exciting editorial content for a stylist are the main fashion shoots. In a magazine like Pop, Love, Self Service, Arena Homme Plus… these fashion stories can be many pages long (sometimes up to 100!) In more commercially targeted magazines like Elle, Vogue or GQ a fashion shoot tends to come in under 20 pages.

Editorial is where most stylists build their industry “portfolio”, as it’s generally an opportunity to be more creative. It is where a stylist establishes their name within the fashion industry, and builds their creative and professional network.

From the slick, elegant simplicity of Joe McKenna’s studio shoots, Lotta Volkova’s rebellious anti fashion vision or Patti Wilson’s extravagant and theatrical storytelling - there’s a huge scope for the kind of Editorial stylist you could become, and as John notes “although the editorial is often unpaid or badly paid, this is where we attract our commercial clients”.


Commercial styling is generally work that is explicitly being created to sell a product as part of their marketing. Think advertisements, moving imagery, lookbooks, creative content for a brands social media… even the catwalk show. Almost all commercial gigs within the fashion industry are given to editorial stylists, and so understanding the world of fashion editorial is essential to build a successful career as a fashion stylist balancing your “creative” work with the much better paid “commercial” jobs and clients.

Personal styling  

Personal styling is about dressing an individual: helping them audit their existing wardrobe, shop for core items that they might be missing, and helping build their personal style. Although as a stylist you may work across editorial, commercial and personal styling (as John does) it is important to note that personal styling sits outside of the fashion industry. It’s not quite the same as styling a musician or a celebrity (somebody in the public eye) – where you work directly with brands and the press office, just like when working on a magazine shoot or brand campaign.

One of our personal styling tutors, Nada Dahab, weighs in: “A personal stylist is responsible for helping individuals not only find their own unique style but dress in a way that suits their body shape and lifestyle. A big part of what personal stylists do is to establish what their clients needs, followed up with research and planning.”

Check-out our Personal Fashion Styling (Online Short Course).

What does the job of a fashion stylist involve?

The stylist is involved in much more than just clothes on shoot. From the beginning, you are involved in the team’s effort to do the research and develop the concept. Fashion house stylists, not only dress models for the catwalk but also consult with designers and brands to shape the vision. “What they want is your tasted, your brain and your point of view,” says John.

So, you want to be a stylist… let’s get to it.

 Pigeons and Peacocks magazine covers over the years.

Pigeons & Peacocks magazine – London College of Fashion’s flagship publication launched by tutor John William

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,” says John.

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 changes 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.

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.

“If you don't know, It’s your new best friend. Exploring its massive digital database you will see 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 15 years!” John says.

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.

Taking an online short course with us is also a great way to meet industry experts and like-minded people from around the world. Check-out John’s new Fashion Styling and Creative Direction course.

Model sitting on office chair wearing pink outfit.

Tutor Darren Black’s work

Build a portfolio

John’s three golden rules for building your profile as a stylist are “test shoots, networking, assisting.”

His advice: “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 practicing, 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.”

Do you get loads of free clothes?

In short, it’s not a job to do if your end goal is free clothes... “This is not a job about shopping.” Says John. “It is far too hard work and it's mostly not very glamorous! If you love shopping and you love wearing gorgeous clothes, then styling isn't necessarily the easiest to bridge to that destination. It’s not like in The Devil Wears Prada where the new assistant gets a freebie Chanel makeover! Sure we get first dibs on sample sales and press discounts and the odd fabulous gift, but we do it for the work not the free loot.”

These are the most important steps to success for you to become fashion stylist, but of course, there is a lot to learn along the way. If you want to develop your skills, check out our range of Fashion Styling and Make Up Short Courses.


If you are looking to kickstart your career, develop new skills or refresh the ones you already have, the short courses offered by UAL are delivered by industry experts with the overarching benefit of equipping you with skills and insights that you can easily transfer to your career or personal projects. Take a look at our upcoming summer 2021 short courses as well as our range of online courses to find out how they can help you.

We also offer a wide range of unique courses for kids and teens aged 11 to 18 years-old, including within fashion styling, who wish to explore their creativity.

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