A Summer of Fashion, Networking, and Industry Insight in London

Can you share some background on yourself and your current studies or role?

I am a junior at the Savannah College of Art and Design, majoring in Fashion Marketing and Merchandising with a double minor in Business and Fashion Design.

Outside of class, I am the Head Social Media Officer for SCAD’s Fashion Marketing and Merchandising Community. I currently work part-time as a boutique manager as well!

Why did you decide to enroll in Vogue Summer Program?

I have always had an affinity for fashion and how the fashion industry works as a business. I was actually trying to find internship roles when I came across this program and decided it would be perfect for me.

What significance does studying in London hold for you, and what was the most interesting thing you learned or experienced during your time there?

I was ten when I first visited London, so when given the opportunity to go back ten years later and study, I knew I had to take the chance. I fell in love with the city’s vibrant culture and knew I had to go back.

The most interesting thing I learned was how Londoners shop and how that shapes the experiences that retail stores offer. With such a populated city, there are endless options when it comes to buying clothing and accessories. Seeing how brands capture audiences and the response that customers have is fascinating.

I enjoyed learning about brand strategies and consumer behavior in the classroom, and then experiencing it in person in the city.

What were the most valuable skills you gained during the program?

Definitely my networking skills. Being able to represent myself in front of industry professionals helped me gain valuable skills and confidence.

Especially in this field, it is vital to know how to talk to and connect with people, so I was happy to have some practice through this program.

What moment from the program made you feel closest to how the industry really works?

All of the guest speakers made me feel closer to the industry. Hearing personal experiences from people in positions that I aspire to be in one day was very insightful. Also, having the opportunity to ask them questions and get personalized feedback has been valuable to my development as a young professional.

Our visit to Chanel was also very insightful. Learning about the back end of the business and then observing customers shop emphasized just how much analytics and personalization goes into the retail experience.

Something as simple as a single purchase has hundreds of people behind it. From the design and promotion, to getting the product into stores and finally making the sale.

Can you describe your final project?

Our final project was to create a brand expansion for our assigned brand (mine was Molly Goddard) and configure a marketing campaign to promote this expansion.

My group designed a capsule collection in collaboration with Harry Styles’ brand, Pleasing. Styles has worn Goddard’s work multiple times, including on the cover of his album Harry’s House. This felt like a very natural joining of two brands by notable British artists.

The collaboration would be advertised through social media outlets and an interactive pop-up in New York and London. We presented our final project to a panel consisting of Condé Nast editors, the Vogue Summer Program director, and the founder of Labrum, a London-based menswear brand.

How has the program contributed to your growth, either professionally or academically?

Learning about the fashion industry on a more global scale outside of the US has expanded my knowledge significantly, and I’m grateful for the connections I’ve made through the program.

These four weeks pushed my creative limits and allowed me to expand on my ideas in ways that I had never thought of before.

What was something about the program experience that surprised you?

All of the friends that I made! The program is only four weeks, but the number of friendships that I made is invaluable.

My biggest piece of advice to anyone thinking about attending Vogue Summer Program: go for it! You will meet so many amazing people and make friendships that last long after the program is over.