Skip to main content
Story

How to become a fashion stylist

Double spread of Pigeons and Peacocks magazine featuring female models in striking colour outfits.
  • Written byJohn William
  • Published date 15 August 2025
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

If you have a keen eye for fashion and dream of a career in the industry, becoming a fashion stylist might be for you.

This guide outlines the essential steps to get started, what to include in your portfolio, and debunks common myths about the profession.

Learn how to launch your journey from an industry expert with nearly two decades of experience, including insights from courses at London College of Fashion.

Double spread of Pigeons and Peacocks magazine.

Over the years, I have taught hundreds of students who took courses at London College of Fashion, uncertain about which path to take (or how to get on the path once they have figured out their goals).

One of my biggest inspirations is watching a student like this find their focus and jump into action, taking those exciting first steps.

In December, I will be running the intensive two-week Editorial Styling and Creative Direction Short Course, a dynamic course full of exhibition visits, archive research, studio shoots and stimulating lectures. The Complete Stylist is also running  with start dates in October, January and April.

Collages by students from the fashion styling course

What does a fashion stylist do?

A fashion stylist uses clothing to communicate, tell stories, and create compelling imagery. They work to:

  • Dress individuals to make them look and feel great
  • Sell collections for brands
  • Create inspiring visual narratives for magazines, advertisements, and other media
  • Set trends and influence fashion aesthetics

Beyond simply putting together outfits, stylists are integral parts of a larger creative team. Their roles often involve:

  • Researching and developing concepts for shoots and campaigns
  • Collaborating with photographers, models, designers, and other creatives
  • Consulting with musicians, fashion designers, and brands, sometimes contributing to the design process
  • Working as Creative Directors or Fashion Editors, overseeing the aesthetic vision of projects or publications
  • Networking and commissioning other stylists and creatives to contribute features and shoots
More examples of Pigeons and Peacocks magazine covers over the years.

Types of fashion styling

Fashion stylists typically specialise or work across three main areas:

Editorial styling  

  • Creating imagery for magazine shoots (print and online)
  • Creative work, not explicitly to sell products, commissioned by editors to produce thematic fashion shoots
  • In fashion magazines like Pop, Love, Self Service, Arena Homme Plus, 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
  • Crucial for building a stylist's industry portfolio and establishing their name and professional network

Commercial styling

  • Work that is created to sell a product as part of a wider marketing campaign
  • Advertisements, moving imagery, lookbooks, social media content, catwalk shows
  • Most commercial jobs are given to editorial stylists, highlighting the importance of building an editorial portfolio - these jobs are generally better paid

Personal styling  

  • Dressing an individual for their everyday life, helping them develop their personal style
  • Wardrobe audits, shopping for essential items, advising on body shape and lifestyle
  • While it involves dressing people, personal styling typically sits outside the core fashion industry in the same way that styling a celebrity (who works directly with brands/press) does
  • According to personal styling tutor Nada Dahab, a big part of the role is establishing client needs, followed by thorough research and planning

Read our article on the 3 Golden rules for aspiring fashion stylists.

Model sitting on office chair wearing pink outfit.

How to become a fashion stylist

Becoming a successful fashion stylist requires more than just an interest in clothes; it demands a unique perspective and strategic effort.

Develop your point of view

  • Styling is less about rigid rules (e.g., matching shoes and bags) and more about aesthetics, politics, narratives, identity, and creating value
  • Your individual viewpoint is crucial - styling can be a powerful tool for social change, visual representation, or political rebellion, or it can focus on promoting trends or creating abstract, concept-led imagery
  • While styling itself is considered an innate viewpoint, essential skills for a great stylist include strong research abilities, visual communication, teamwork, and the capacity to answer a brief effectively

Build your network

  • Over 80% of job seekers say their network has helped with their job search
  • Attend industry events, stay current with fashion news, and maintain an active social media presence
  • Seek out peers for collaboration and reach out to established professionals to learn from their experience - long-term working relationships are common in the industry

Build a strong portfolio

  • The three pillars for building your profile are test shoots, networking and assisting
  • Begin by experimenting with basic resources (e.g., vintage clothes, a friend with a camera, free locations) - the initial goal is to practice, build confidence, and have fun, not immediate publication
  • As your test shoots improve, boldly reach out to others for collaboration and start showcasing your developing portfolio to online editors, small magazines, and independent brands - remember, building a portfolio is a marathon, not a sprint
Examples of pigenons and peacocks magazine covers of the years.

Common myths about fashion styling

"Stylists get free clothes and a glamorous lifestyle"

  • Fashion styling is a demanding and often unglamorous job - it's not primarily about shopping or receiving endless free clothes, unlike fictional portrayals such as The Devil Wears Prada
  • While stylists may get access to sample sales, press discounts, and occasional gifts, the primary motivation for most is the passion for the work itself, not material perks

Next steps to advance your styling career

Embarking on a career as a fashion stylist is a journey of continuous learning and evolution. If you're ready to deepen your knowledge and refine your skills, consider enrolling in specialised courses.

Explore further development with courses like:

Related courses

Related content