skip to main content

Essential coronavirus info
We can’t wait to welcome our new and returning students from 19 October 2020. Your safety is our first priority.

Editorial Styling and Creative Direction

Editorial Styling and Creative Direction

London College of Fashion
Taught by
John William


Due to covid-19 this course has been temporarily put on hold and in its place we have launched a dynamic, new, online course also taught by John William - Fashion Styling and Creative Direction. 

This in-depth creative direction for fashion short course will introduce you to the fashion image, the contemporary fashion media, editorial styling and creative direction. You will gain insider knowledge and industry advice and be given the cultural and historical context of the image in fashion media. By the end of the course you will have directed and styled a number of fashion shoots and created an individual digital portfolio of your best work.

The course includes:

  • History of the fashion stylist
  • Who are the key figures influencing fashion right now?
  • What is Creative Direction? And how does it impact brand identity and the fashion image.
  • A practical guide and tips for working as a fashion stylist and preparing shoots
  • How to communicate with different professionals within the fashion industry (Editors, PRs, Model Agencies…)
  • You will style and direct a number of fashion shoots including a fashion editorial shoot with professional photographer and make up artist
  • Visits to London exhibitions, and fashion hotspots with a guide to street style spotting and a trend safari around London
  • What is a trend? And how can we forecast fashion and lifestyle trends
  • Basic Photoshop & InDesign skills
  • Basic studio lighting & photographic skills
  • Studio shoots with different technical lighting and photographic styles
  • Creation of a personal portfolio of fashion images showing your own styling and creative direction
  • Exploration of the contemporary Fashion Industry, and how the internet has impacted on traditional fashion media
  • How to edit images into a story. How Art Direction impacts on the fashion image.
  • Post produced and graphic designed your shoots to create editorial layouts with your best images.
  • You will leave the course with an individual digital portfolio of work, and hi res files of all the imagery created on the course.

Please note:

There is some overlap of course material on John William’s The Complete Stylist, Fashion Media Styling: Editorial and this course. It is recommended that you only take one of these courses.


This course is suitable for beginners. You should have an interest in the subject area and a desire to learn but no previous experience is required.

Please note: This course is for students aged 18 and over


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.

Students say:

"John William is a styling, fashion and culture encyclopedia. He shared so much knowledge with his students over the three weeks to help build our visual vocabulary and excellently prepared us all with the practical skills to work in styling. The shoot days were great fun but also professional and gave us confidence and knowledge to immediately provide our future employers/colleagues what they expect, rather than learning the basics on the job. I feel in a much stronger, more knowledgeable position to run my own shoots, apply for work, approach modelling agencies, photographers and PR's after studying John's course. He really cared about our learning, gave us heaps of his time, helped with CV's and cover letters and was very honest with his advice. A wonderful, stimulating course that was really sad to leave!” - Hana.

Student stories

Find out more about this course in our blog interview with short course student Doina.

Tutor Description

John William has been working at the forefront of fashion media for over fifteen years. An industry professional, he specialises in journalism, styling, creative direction, trend forecasting and photography. He launched London College of Fashion’s print magazine ‘Pigeons and Peacocks’ in 2008 and continued to work as the Editor in Chief for the next five years. Editorial clients include: i-D, Vice, The Sunday Times Style, Paper, Puss Puss, Please! and Nylon. For the past decade, John has been working as an Associate Lecturer at the London College of Fashion across a number of BA courses, as well as teaching a range of fashion media short courses. John William is currently the Online Editor for Beauty Papers Magazine. 


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

  • Notebook and pen
  • Laptop or tablet
  • Camera (if you have one)
  • Laptop, for the duration of the course

Available dates