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Fashion Journalism Portfolio

Fashion Journalism Portfolio

London College of Fashion
Taught by
John William


This intensive course covers the key elements of our 'Introduction to Fashion Journalism' alongside more advanced writing techniques. Initial sessions concentrate on discovering the kind of writer you want to be and examines the options available for the burgeoning fashion/lifestyle journalist. You will be taught the principles and benefits of proper research; how to generate solid ideas you can turn into sellable features; and the array of formats employed by print and on-line writers.

Emphasis is placed on the art of interviewing and other core skills, compiling up to the minute trend reports, blog posts; and how fashion journalism impacts on the worlds of cinema, photography and a wider culture.

Latterly, you will be guided in the skills needed to present yourself to industry, including letters of introduction, navigating the world of work experience, and pitching your ideas to commissioning editors.

Daily visits to premium retail environments, museums and related exhibitions provide context and the basis for a series of briefs that will test your writing skills.

The tutor will provide regular feedback on your work and will guide you in improving your style. This course is perfect for those who want to absorb a large amount of information in a short space of time, and those with an active interest in entering and understanding the exciting world of the fashion journalist.


Beginners. You should have an interest in fashion and a desire to learn but no previous experience is required. If your first language isn't English then you should have attained an IELTS (or equivalent) score of 6.0.

Please note: This course is for students aged 18 and older.


Your course place is confirmed once you have booked online or via the phone using a credit or debit card. There is no deadline for booking. Places are offered on a first come, first served basis, and all courses have a maximum number of students. We suggest you book early to avoid disappointment.

Tutor Description

John William began his career in fashion as a journalist and launched Pigeons & Peacocks magazine with London College of Fashion. He has written for magazines as diverse as The Sunday Times Style and Dazed and Confused. John has been working as a freelance stylist for the past 6 years and has contributed to an international roster of publications including Vice, i-D, Nylon, Paper and Bullett magazine. He has had his work exhibited globally including a 2011 show curated by photographer Rankin and a 2014 collaboration with the Museum of London. John's experience in industry spans marketing, consultancy, trend forecasting and creative direction, and he teaches across a number of BA courses at LCF. He currently works as a stylist and artist and his work often includes props and custom made pieces of his own design.


In order to fully participate in the practical exercises please bring the following materials/equipment to the first class:

  • Notebook and pen
  • A laptop would be useful to complete the in-class projects

Available dates