Fashion Business student Lara tells us about her experience working on a live brief with Next, including presenting at their head office.
What was the live brief you worked on for Next?
The live brief I worked on for Next involved developing a menswear collection as part of a real-world industry project in collaboration with the high-street brand. The objective was to design a range of six menswear clothing styles for the Autumn/Winter 25/26 season. The project focused on understanding and targeting Next’s future consumers, which required in-depth research into evolving consumer behaviours, lifestyle shifts, and generational influences.
A key component of the brief was to analyse current fashion trends and wider market influences, ensuring that the final designs were not only creative and trend-led but also commercially viable for the brand. This involved exploring relevant colour palettes, fabric choices, silhouettes, and styling details that would resonate with the Next customer while pushing the boundaries of innovation and relevance in a competitive retail landscape.
Throughout the project, I was encouraged to consider sustainability, functionality, and aesthetic appeal, aligning my designs with both the seasonal requirements of Autumn/Winter and the brand's identity.
How did you find the experience?
It was particularly rewarding to work on the live industry initiative with Next. My designs were more cohesive and marketable as a result of the project's extensive exploration of current fashion trends and market impacts. I learnt a lot about how a well-known high-street company handles trend forecasting, market targeting, and product creation during the process. It challenged me to use my imagination while adhering to brand identification and practical retail requirements. All things considered, this experience significantly enhanced my research, design, and presenting abilities and provided me with a significant amount of confidence while working on business briefs.
Did you have any challenges with the brief?
While working on the Next brief, I encountered a number of challenges. Finding an appropriate mix between creativity and commercial viability was one of the biggest obstacles. Given that Next is a well-known company with a specific customer base, it was crucial that my designs not only represented the newest and most fashionable styles, but also complemented the brand's identity and would appeal to its target market. In order to push the designs ahead in a way that seemed new and creative, I had to have a thorough understanding of the target market, including their identity, lifestyle, and preferences.
Predicting and implementing future patterns for the Autumn/Winter 25/26 season presented another difficulty. Fashion trends are always changing, so it takes a lot of research and analysis to predict what will appeal to consumers in the future. To create a collection that would be in style and in demand when the season came, I had to sort through a lot of market data, trend reports, and cultural influences. Working with a small selection, just six menswear styles, also required me to be quite strategic in order to create a collection that was both varied and balanced. In order for one piece to match the others and cater various customer demands and circumstances, it was crucial to carefully evaluate fabric selections, colour schemes, and silhouettes.
Ultimately, handling the demands of working on a live industry project increased the need to provide knowledgeable, high-quality work by the deadline. I learnt a lot from this experience about flexibility, and time management - all of which were critical to achieving the brief.
How do you feel your course prepared you for this experience?
I developed a strong foundation in relevant topics like trend analysis, consumer research, and product development throughout my earlier modules, all of which had a significant impact on the brief. In order to enhance my skills to design with a real-world market and target audience in mind, the coursework frequently prompted me to work on projects that required me to maintain a balance between creativity and commercial considerations.
The course also focused on understanding brand identity and how to align designs with a company's values and customer bases. In addition, I became proficient in colour theory, fabric sourcing, and seasonal forecasting, which helped me produce a collection that felt well-rounded and in line with the seasons.
The structure of the course helped improved my time management and communication abilities, which were important while working on a real industry brief where punctuality and professionalism are crucial. Overall, my course's blend of academic knowledge, real-world design exercises and industry insights gave me the information and confidence I needed to approach and finish this project successfully.
Do you think it was a beneficial experience, and if so, why?
It was a very beneficial and positive experience. I gained a significant amount of skills and knowledge around the demands of the fashion industry from working on a live industry project with Next, which is something that classroom learning alone can’t fully replicate. Designing a menswear collection that had to satisfy particular brand requirements while simultaneously catering to upcoming customer demands and market trends gave me the opportunity to put my skills to use in a real-world setting. Achieving success in the industry requires maintaining a balance between creativity and commercial viability, which this project pushed me to consider. Additionally, it improved my research abilities, particularly in the areas of consumer studies and trend forecasting, which helped me comprehend how these elements affect design choices.
Collaborating on a brief from a major brand like Next gave me a clearer perspective on industry expectations, deadlines and the importance of professionalism. Overall, the experience boosted my confidence, strengthened my design and presentation abilities and prepared me for future opportunities in fashion design and product development.