BA Fashion Design students recently undertook the Superdry X BCU Sustainable Design Project on a sustainability-focused design competition. In this blog, student Emily reveals the creative process behind her denim garment, and highlights the experience of working on a live industry brief with Superdry.
Why did you choose to study Fashion Design at BCU?
When I came to the Open Day, I remember seeing all the student work, and it just blew me away. I knew I wanted to go into fashion, and I looked at other universities, but I kept comparing them to BCU. The work here felt so creative, and the facilities were amazing. Even the tutors, like, you could feel how passionate they were. I felt like this was where I could really thrive, and I’m so glad I chose it.
Did you always know you wanted to study Fashion Design?
I was interested in costume design at first because I loved the idea of theatrical storytelling through clothing. But during my foundation year in Art and Design, I got to try out loads of different areas like textiles, fine art, and fashion. I found myself enjoying the process of designing clothes more than anything else. It felt like that was where I could be most creative.
Was sustainability a major focus in the Superdry challenge?
Yes, sustainability was a big part of it. The theme was “future,” so I wanted to create something sustainable. I decided to upcycle denim for my piece, taking old jeans and giving them a new life as a completely different garment. It’s something I’ve always been passionate about, and it felt really fitting with Superdry as a brand because they’ve been pushing sustainability in their designs too.
What was the biggest challenge during the project?
Honestly, it was the timing. I was doing my full-time work placement at the same time as this project, so trying to balance both was tough. There were moments when I thought, “How am I going to manage this?” But I just stayed organised and kept pushing myself. Plus, working with a big brand like Superdry, you want to meet their expectations, so there was definitely some pressure. It motivated me.
How were you chosen for the Superdry challenge?
We had to submit portfolios first, so that included mood boards, initial ideas, and designs. From that, the Superdry team picked five students to take part in the challenge. I was the only Level 5 student chosen, which was crazy because everyone else was in their final year. I just felt so proud to be selected, it gave me a lot of confidence in my work.
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How long did the design process take?
It was about four weeks in total. At first, we had just two weeks to create the design and make the garment, and I worked really hard to meet that deadline. Then we got a bit of extra time because of scheduling changes, so I used that to refine it even more. The process was intense, but it was also really rewarding seeing it come together.
What was it like working with Superdry?
It was such a good experience. I thought it might be really corporate and strict, but the designers were super supportive and open to our ideas. During the photoshoot, they even asked for my input on how to style my garment, which was amazing, it made me feel like my vision was valued. They gave us a lot of creative freedom, which I didn’t expect but really appreciated.
How did BCU prepare you for the project?
BCU really prepared me for this, 100%. Everything from developing concepts and mood boards to the technical skills like garment construction and Photoshop, it’s all stuff I’ve learned here. The tutors are always there for advice, and they push you to think differently. Without the support and skills I’ve gained at BCU, I don’t think I would’ve had the confidence to take on such a big project.
How did you find out about the competition?
They announced it through Teams and emails to both Level 5 and Level 6 students. I remember thinking, “This sounds amazing—I have to apply.” It felt like a really good chance to challenge myself and get a taste of what working in the industry is like, so I sent in my portfolio straight away. I was so excited when I got picked.
What advice would you give to future Fashion Design students at BCU?
Honestly, take every opportunity you get. Even if it’s something small or you’re not sure if you’ll do well, just go for it. Competitions like this one can teach you so much and give you real industry experience. And don’t be afraid to ask for help or advice from tutors, they’re there to guide you. It’s about being open to learning and stepping out of your comfort zone.