Published on February 12, 2014 | by Emily Segameglio


LCF students design fashion week window for Foyles

Moodboard for the Foyles book store displays, by LCF students.

The LCF entires stood out because the designs considered the practical side of the window display. [Naomi Richmond-Swift]

LCF students Sarah-Ines Dridje and Emma Fearn have won a design competition for a London Fashion Week-inspired window at Foyles book store on Charing Cross Road.

The two first year students on the BA Fashion Visual Merchandising and Branding course teamed up after hearing about the competition, which had ‘books in fashion’ as its theme, through their tutor.

Dridje, said: “A lot of people from our course took part in this competition but as time went by we were less and less. The deadline was very stressful.”

She added: “The longest part of the project was coming up with a design that would suit both of us. After doing several sketches, we agreed on The Design Studio.”

The display, which shows the process of fashion design from drawing through to creation, will be on show at Foyles until February 24.

The winners and the runners up – also LCF students –  each received a voucher for Phaidon books worth £200.


Naomi Richmond-Swift, marketing manager with Phaidon Press, said the LCF students’ applications stood out from the crowd: “When I submitted the entries to the judges I kept them anonymous, but the LCF entries stood out as they had really considered the practical side of these displays – Foyles were really impressed with that.”

She added: “The window diagram shows side panels, so when people are walking past this is often the first thing they see, and the shortlist entries were those who considered this – thinking about the customer journey.

“A design with a narrative was also very effective, and we wanted the books to be the centre of attention, of course,” she added.

This is the first time Phaidon Press has worked with UAL, but it might not be the last, as Richmond-Swift told Arts London News: “Students should look out for more opportunities like this in the future.”



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