British Cultural Studies - ALL PATHWAYS
This program will encourage students to search for inspiration and knowledge whilst exploring and discovering an ‘alternative’ London. Part of this will be gaining knowledge of the layers of idiosyncratic behavior, cultural attitudes and curious customs that define the real essence of a place. Students will have the opportunity to explore and discover with the insight of Britishness, and more to the point an understanding of ‘Londoness’.
All the classes are field trips. Students will participate in a number of guided walks through obscure parts of London (unrelated to fashion), looking behind the scenes and gathering an alternative perspective by observing the mechanics of a city steeped in a complex history. Where do people go, what do they say, how do they talk, what do they eat? The aim of this unit is to ‘make a difference’ to the way one finds, sees, absorbs, processes and communicates information – in their own individual & personal way.
The goal is for students to develop their awareness, individuality, and confidence. They will be encouraged to consider originality, creativity, uniqueness – breaking the mold, possibly reconnecting with being a child again, remembering what it was like to suddenly discover new and wonderful things. Students will take risks, be expressive. Be bold. Speak out. Have an opinion.
Safety doesn’t work anymore; those that take risks stand out from the crowd. Students will have the opportunity to visit many unexpected parts of the city, where they will gather a personal body of research and experience, which they will take home with them as a memento of their time in London.
Students will need to provide the following: a notebook; pencil; pen; and a camera.
Fashion History Art and Artifact - ALL PATHWAYS
This class is delivered in different locations around the London every week. Students will participate in a series of lectures and guided visits to key collections, fashion districts, exhibitions in museums and art galleries.
Fashion is continually changing. This is clearly seen in London where history and traditions are without doubt major catalysts that influence this change. Knowledge of the past allows for a considered understanding of why things are the way they are NOW, which in turn informs an intuition with which to predict the future.
The unit will focus on how change occurs by examining fashion from sociological and cultural perspectives.Research into a wide cross-section of relevant fields acts as the backbone of this unit.
Students will have access to a variety of fashion and cultural influences, some traditional and some unexpected. This research will allow them to further develop and underpin an understanding of what fashion means to them.
Students will continually reflect upon, critically examine, and develop their individual interests in fashion history and artifact through note taking and sketching in a journal. Further self-directed research will culminate in a PechaKucha visual presentation.
This research will allow students to establish connections, contextualize and define what fashion means to them.
Students will need to provide the following: a notebook; sketching materials; a pen; and a camera.
Theoretical and Contemporary Fashion Studies - ALL PATHWAYS
Taste is not definable. It is elusive but also instinctive. Such intuition does not come from thin air, it constantly evolves as awareness of the world increases and the skills to process and prioritize this knowledge heighten.
The three mandatory units are constructed to analyze a broad range of social, cultural, historic and behavioral factors. The premise is that an understanding of the past informs a discerning interpretation of the present and fuels an intelligent anticipation of what is to come.
This course presents key contemporary news, industry strategies and issues in the fashion business, whilst fostering academic debate based on Fashion studies.
Students will address the development of certain aspects (sometimes controversial & provocative) of European / Global Fashion within their specific social context, examining different interpretations of taste and consumption, the impact of mass culture, digital media, issues of gender, class, ethnicity, and sustainability.
The approach to theory will encourage critical thinking when exploring contemporary phenomena, philosophy, and the humanities, linking in practical examples in order to awaken individual creativity to tackle issues and opportunities of the future.
This is a self-directed unit, requiring students to be inquisitive, analytical, and critical. The lectures are merely intended to stimulate discussion and thought, in order to inspire students to develop their own perspective and opinion on subject matter.
Students will need to bring a notebook and pen.
Corsetry - Fashion Product Design Pathway
The corset epitomises fashion’s relationship between what is presented and that which is concealed. The cultural significance of this garment shifts with changes in style and social attitudes. From standardization of silhouette to body distortion, from ‘enslavement’ to empowerment through self-expression – the corset manages to survive through reinterpretation pertinent to the moment. However what never changes is the necessity for the construction process, the craft of making and attention to detail.
In this unit students will create and fit a Victorian corset, to fit themselves. This is an opportunity to construct the ultimate foundation garment. Students will learn appropriate construction methods, using boning, binding, a busk, and eyelets. On completion, through lacing, students will understand how this garment can change body shape. Recording the making process in a technical file will create their own personal resource to refer to when undertaking related projects in the future. Students will need to purchase their own top fabric for the corset and guidance will be given on materials. Good machine sewing skills and a familiarity with pattern cutting is essential. A corsetry ‘pack’ containing a busk; boning, lacing and base fabric will be available to purchase from at LCF. A camera is recommended, to record the construction process.
Creative Visual Communication - ALL PATHWAYS
Compiling impactful presentations is an acquired skill that can greatly influence the creative process and give a competitive edge when communicating or pitching an idea.
The mood board is a recognized tool with which to express, explain, excite, and/or sell an approach, new product or personal skill. A well-constructed visual board can be a powerful driving or supporting tool and is an impactful nonverbal form of communication used at all levels across the fashion industry.
In this unit, students will learn the principals behind creating mood boards and examine situations where they can be used effectively. This will include exploring typography, imagery, color, texture, layout, composition, style and basic graphic design. Students will be working both physically and digitally combining traditional image making techniques such as collage and sketching with digital media resources. Combining found images and their own photography will be a key element with an emphasis on learning effective ways of using a camera.
As a vital communication tool, photography is used across the fashion industry, often on mood boards and social media. It is an effective way of introducing self-generated content into a presentation to communicate one’s own unique vision.
There is a photography element within this unit, which will investigate a range of technical and creative approaches, including composition, perspective, light, color, depth of field, movement, capturing the moment, and expressing a mood.
The need for image gathering, idea development and practice using a camera/smartphone are reflected in the self-directed study element in this unit.
Draping - Fashion Product Design Pathway
Draping (often called modeling) is an innovative and creative method of pattern making, used by pattern makers and designers – particularly in couture. Patterns are created using a three-dimensional approach of draping fabric onto a garment stand. This method helps designers to quickly see the evolution and visual effect of a specific style. Calico or muslin is manipulated on the stand until the design is perfected to the designer’s satisfaction. The shape in the fabric is then transferred onto paper to obtain a pattern. Students will work with guidance, in order to interpret and realize their unique ideas in a three-dimensional form – within their individual capacity. The fundamentals of draping are introduced and practiced in this unit – students then have the opportunity to develop their own draping project, modeling their own design based on skills and techniques learned. There is a strong research element to the unit. In addition to practical experimentation, students will produce a research file of inspirational imagery and material – not only fashion. Students are encouraged to photograph each stage of the draping process to help them evaluate their work. This unit is particularly suitable for students who have struggled with flat pattern cutting methods. It is suitable for complete beginners as well as a refresher for those with existing draping skills. Students will need to provide the following: dressmakers carbon; masking tape; pins; paper scissors; fabric scissors; tracing wheel; metric tape measure; sewing needles; thread; set square (tutor will advise); pencils; eraser and notebook.
Fashion Drawing - Fashion Product Design Pathway and Fashion Business Pathway
Capturing the essence, the mood, the quality of a garment is not about photorealism or labored observational drawing. Though superseded by photography in the mid 20th century as a medium for fashion magazine advertising, fashion drawing has survived because it stimulates engagement through an ability to describe how fashion feels. In an image-saturated world, this makes fashion drawing more relevant today than ever before.
In this unit, students will learn how to create a fashion drawing from concept to completion.
Students will have the opportunity to draw directly from a live model and through an observational drawing of figure, garment, and fabric they will learn to communicate and express their designs accurately and effectively. This is a very practical unit with a strong emphasis on both demonstrations and individual tutorials. The aim is to take students to another skill level whilst retaining their individuality.
Topics covered will include composition, scale, proportion, drawing construction details, drawing hands/faces/hair, and feet, expressing gesture, movement, volume, and contour. Students will be given the opportunity to understand the value and application of tonal range, accent, rhythm, contrast, emphasis, texture, and pattern. Students will experiment with color rendering using a variety of media including charcoal, chalk, watercolors, pastels, ink, acrylic, gouache, markers and colored pencils.
Those who want to improve and practice their drawing skills and those who need to add more personal work to their portfolios would benefit from this unit. The final outcome will be a portfolio of fashion drawing complemented with a personal sketchbook.
Fashion Speed Sketching - Fashion Product Design and Fashion Business Pathways
Speed sketching is a valuable skill used in the fashion industry. There is something seductively engaging about seeing an idea defined through a sketch. From competitive shopping and design research (useful to designers and buyers) to catwalk reporting (useful to journalists, stylists, and bloggers) this technique enables one to make visual notes at times when photography may be impractical or prohibited. It would be misleading to describe speed sketching as merely the ability to draw fast. It is better defined as a combination of editing visual information to the essence of the subject and using intuitive mark making to capture it.
In this unit, students will be introduced to ‘speed’ drawing techniques for garments and accessories. This is a fast-paced and dynamic course where students will have the opportunity to acquire the ability to select, record and communicate key visual design information through sketching. The technique will improve one’s memory of what one sees and increase one’s understanding of proportion, design detail, the visual properties of the fabric, and garment construction.
This class is about creative visual note taking rather than ‘learning how to draw’. Some sketching ability is required which will strengthen as you learn how to see what’s in front of you.
Part of the unit takes place on location allowing students to practice their evolving skills in a live setting.
Fashion Styling - ALL PATHWAYS
Working towards creating a visual statement that defines a tribe, a trend, an approach, a movement or a mood is a fundamental tool for communicating fashion. Styling spans many aspects of cultural communication and includes fashion editorial, catwalk, commercial work and the music industry When executed using creative flair, cultural insight, and technical skill, it can succinctly define today or even predict tomorrow.
In this unit, students will gain first-hand practical industry insider knowledge and learn about the many different roles of stylists today as well as the opportunities that are on offer. Students will work towards the creation of the ‘styled’ image. This will include working within teams on a rough shoot to create their own fashion image within a given theme.
Students will learn about the many facets of the role of the stylist such as team/project management, the importance of ‘art direction’, styling to suit a variety of genres, fashion editing & run-throughs, catwalk trends, working with a fashion photographer, and the differences between conceptual editorial styling and sales driven commercial styling.
Practical workshops including an analysis of one’s own personal style, an investigation into color and body shapes, fashion image analysis and effective use of mood boards will help fine-tune students’ skills and develop their own unique approaches.
Footwear Design - Fashion Product Design Pathway
There are few design product genres that inspire such high levels of variety, ingenuity, and individualism as footwear. The shoe, in its infinite number of guises, encompasses traditional techniques, new technologies, fashion dialogue as well as self-expression.
In this unit, students will explore alternative design methods to produce designs for striking/extreme shoes and then ways to commercially translate these ideas into a wearable footwear proposal.With a product design approach, students will learn about the basic elements of a shoe, foot analysis, and foot anatomy, through various exercises students will examine and deconstruct the product itself.
This foundation knowledge will allow students to explore what a shoe can be. Students will cover basic and creative footwear drawing, sketching and speed designing, rendering techniques and technical drawing for footwear.
As students’ ideas evolve they will consider how to present and promote their designs. Students will work with inspiration, compile mood, color and materials boards, learn about the importance of consumer/market research, explore design conceptualization through to design development, design a collection and understand range building.
The course combines an experimental and innovative attitude to shoe design, whilst also exploring the traditional essentials.
Suitable for students with drawing skills.
Menswear Design - Fashion Product Design Pathway
Designing for men is no longer the restricted and neglected fashion genre it once was. As men learn to embrace fashion the industry both satisfies and builds demand through ever-increasing choice. But with plenty of work still to be done in shifting if not stimulating male consumer habit, there continues to be a pioneering spirit to menswear design.
In this unit, students will explore their creative potential, stimulate their imagination and encourage experimentation to develop a personal approach to designing fashion products for men.Gaining a comprehensive overview of the evolution of the menswear market and understanding what drives and differentiates this aspect of the fashion industry today are key elements in this unit. Informed by this foundation knowledge students will learn how to research, develop and communicate their own design concepts to create innovative and relevant products.
Students’ instinctive responses to research will be important. Design development will include looking at the principles and elements of menswear clothing and product design to discover the many ways they might interpret research and approaches. Students will develop creative skills by experimenting with media and composition to achieve impactful content.
A design research trip, a sketching practice trip plus various assignments will help students discover different ways of using inspiration for the development of original ideas for clothing, accessories, print design and lifestyle objects for the male consumer.
Work and research are discussed on a one to one basis throughout the course. Students will present finished work to their peers throughout the course. The unit is suitable for beginners. If students are interested in Menswear Design we suggest they consider taking Footwear Design, Shoemaking, Fashion Styling, Creative Visual Communication, Fashion Drawing, Fashion Speed sketching, Start a Fashion Label.
Suitable for students with drawing skills.
Millinery - Fashion Product Design Pathway
Millinery (using the traditional term) is having a revival, it’s not just about the ‘hat’…it’s about the feeling that comes with it. As fashion becomes more commercial, we look for the ‘unique’ and the ‘extraordinary’. This unit is an introduction to making techniques which will provide students with an opportunity to acquire core skills as well as expand and explore the usual perception of headwear. The art of millinery is manipulation of form, balance, proportion, line, and structure. Headwear is wearable sculpture, it can be a single feather, a patent bow, a piece of twisted plastic or even cuddly toys on an Alice band. Hat making itself is steaming, twisting, cutting curling and sculpting fabrics – it’s about making all these crucial elements work together. Students will develop their passion for experimentation and find creative solutions to design problems in order to bring to life their extraordinary three-dimensional ideas The unit will cover: Blocking techniques, the fundamentals and anatomy of hat making, creation and construction, hand and industrial sewing techniques, decorative techniques. Students will produce two pieces of headwear, one traditional and one fantastical. To stimulate inspiration and the design process, students will work with a selection of visual and cultural imagery/reference material from a variety of sources, which will also help to develop research skills.
Shoemaking - Fashion Product Design Pathway
In this intensive unit, students will go through all the processes to make a basic court shoe on a specified last (the classic JOYCE last). This is a ‘making’ unit, designed for students to understand the processes involved in constructing a basic shoe.
Students will draft a pattern, cut it out of leather and complete a single perfect shoe. They will gain an understanding of what’s involved in making a technically accurate and sound pattern as well as understand hand construction methods. Students will have the opportunity to use specialized machinery and equipment in our professional Cordwainers workshops, based at Golden Lane.
The course includes:
- Selecting a suitable material to work with.
- Acquiring a basic understanding of leather, its characteristics and how to lay patterns and cut/click correctly.
- Creating a pattern to cut leather uppers and linings in the clicking room.
- Assembling cut uppers and stitch these together (Closing) in the closing room.
- Adding surface treatments and decoration (if there is time)
- Preparing components for the lasting process (making) of the closed uppers on the last.
- Lasting the upper using traditional as well as hand making techniques and specialist machinery.
- Completing the process, in attaching final components
- Choosing from a range of existing heels and components that are suitable for the last.
- Fully realizing and constructing a product based on one’s original pattern.
Students will need to provide the following: a notebook and pen; folder; pen with HB lead; eraser; small scissors;, and camera. All other specialist equipment including some basic leathers will be provided.
Start a Fashion Label - Fashion Product Design Pathway
In a highly competitive market, anyone running their own fashion business cannot rely on creative flair alone. Business acumen and market knowledge are vital components to commercial success. When balanced correctly these don’t merely support design process but inform, direct and justify it.
In this unit, students will learn about the preparation and planning required to launch a fashion label and build a sustainable business.
Through lectures, discussions, and workshops students will cover all the elements of developing, planning and costing a balanced and realistic product offer ready for launch.
Practical aspects of running a fashion business covered will include learning about suitable business structures for starting a fashion label, advantages and disadvantages of being one’s own boss, the necessity for a business plan, and understanding cash flow as well as profit and loss.
Gaining an awareness of the processes required to develop one’s product range, from designing and sampling a collection to production, is key to this unit. Topics covered will include sourcing fabrics, working with domestic and overseas manufacturers, and the potential of new manufacturing technologies.
From a promotional perspective, students will examine methods of selling their collection to domestic and international markets, the role of trade exhibitions and agents, and working with distributors. This unit is suitable for design students looking to start their own fashion label.
Start a Fashion Label would compliment the following units: Fashion Marketing in the UK, Creative Visual Communication, Fashion Entrepreneurship and Luxury Brand management, Fashion Styling, Visual Merchandising, Social Media and Online Communication, Trend Forecasting, Fashion Speed Sketching, Fashion Film Making, Fashion Photography, Fashion Editorial makeup, Fashion Journalism, Creative Direction for Fashion media, Fashion PR, Garment Technology and Ethics, Buying and Product Development.
Buying and Product Development - Fashion Business Pathway
This is a multi-faceted, exciting course from which students will gain both proficiency and understanding in product development and fashion buying. Students will be introduced to the major roles and responsibilities within the product development team (PDT) including – the buyer, merchandiser, garment technologist and designer. Students will be taught how to trend forecast and for the first assignment, they will have the opportunity to create their own trend boards. Students will learn about merchandise planning, strategy, marketing, costing, and sourcing. For their second assignment, students will construct a balanced product offer using a range-plan – as if they were working in the industry for a British retailer. The course will finish with an overview of the changing face of retailing and fashion futures. This is an excellent course for students wishing to enter the fashion business. Students will need to bring: Notebook and pen.
Fashion Entrepreneurship and Luxury Brand Management - Fashion Business Pathway
Luxury brands may project the solidity and permanence of an impenetrable fortress, but this contrived deceit masks the creative skill and business acumen of entrepreneurially spirited individuals carefully managing every aspect of their fragile industry.
In this unit, students will gain an understanding of the principles and practices of luxury brand management including economic management, production, and distribution channels of a brand. This unit is aimed at aspiring fashion entrepreneurs who dream of starting or managing a luxury fashion brand and want an overview of the development, planning, marketing and management involved. Gaining a comprehensive understanding of the current global luxury brand climate is key to this unit. Students will research trends, gain an understanding of Trend Forecasting, and consider who is the luxury consumer.
Through a combination of lectures, discussions, and workshops students will gain knowledge of the techniques needed to develop, produce and market a luxury product. Topics covered will include sourcing strategy, production process, target market customer profiling, financially driven marketing strategies, and the broad range of tools with which to present product from packaging to e-commerce.
Fashion Marketing in the UK - Fashion Business Pathway and Fashion Media and Communication Pathway
The fashion consumer is becoming all the more powerful, more discerning, more difficult to understand and please. Consumers are now combining mainstream and designer products more readily. This evolving behavior has led to a shopping democracy where selective extravagance is ‘normal’. From a marketing perspective, these are changing, challenging yet exciting times with communicating differentiation and unique value key to success.
In this unit students will examine the complexities of marketing fashion in the 21st century, enabling them to understand and identify a range of relevant marketing strategies.
The theory of marketing will be explained and students will gain practical insight into how to apply marketing to their fashion practice, whether they are studying design or fashion business. With it becoming increasingly normal for product development to hurtle from concept to consumer in just three weeks, marketing strategies have to be faster conceived, better informed and more precisely targeted than ever before. How one conveys one’s message is based on knowing what one has to say, who should be listening as well as how and when they need to hear it.
Fashion Public Relations - Fashion Business Pathway and Fashion Media and Communications Pathway
Fashion is a highly competitive Industry spread across a global marketplace. Achieving maximum success for a product/brand relies on effective public relations (PR) and promotion based on dynamic communication, effective relationship building, market awareness and industry knowledge. Tempting and daunting, the world of PR can be fast moving, dynamic, proactive, reactive, sometimes stressful, occasionally exciting and potentially glamorous.
In this unit, students will gain an introduction to the role of PR in the fashion and beauty industries. Exploring media opportunities for PR is key to this course. Students will review written and visual information, news, press releases and the essential ingredients for a ‘press pack’ to inform their own ability to generate editorial coverage through servicing the media. Topics covered will include understanding target markets, industry and consumer fashion and media lead times, the reach of relevant media including both national and regional women’s and trade press.
An awareness of online PR and marketing activities is also critical to understanding how these work in relation to fashion e-commerce businesses and how ‘virtual’ activities across social media, blogging and online advertising work in tandem with the ‘actual’ world.
Students will also gain an understanding of basic fashion styling and how an effective image can influence the public and media.
Garment Technology and Ethics - Fashion Business Pathway
Technical innovation and ethical concerns are forcing changes across all fashion industry market levels. These are both distinct drivers of change in their own right but are often thought of as mutually reliant because they work so successfully as mutual influencers.
In this unit, students will be introduced to the role of a garment technologist in the development of fashion products and how they work with the supply chain in collaboration with the design and buying teams.This course takes a fresh look at the traditional skills of garment technology by responding to the ethical and environmental concerns of the modern fashion industry.
The complete production process will be studied starting with the sketch and progressing from material selection and sampling through to getting the right fit and quality before manufacture. In addition, students will be introduced to the concept of an ethical approach to manufacturing at each stage of production. This covers traceability and environmental considerations, as well as workers’ rights.
Using industry case studies students will gain an insight into current fashion business models and also learn about new technology and innovations that are set to influence the fashion industry in the future.
This course is complementary to the Buying & Product Development option, deepening one’s understanding of fashion product manufactured from a technical perspective.
Social Media and Online Communication - Fashion Business Pathway and Fashion Media and Communications Pathway
In a very short period of time the ways in which written and visual content are disseminated haven’t merely changed, they have exploded. The world of marketing is ‘noisier’ than ever before with ever-evolving systems of communication feeding ever-growing appetites for consuming information. In a contradictory world where fresh new content is craved but almost immediately discarded an awareness of the complex mechanics of social media is essential to be able to use these languages both strategically and effectively.
In this unit, students will examine the evolution of various social media platforms to gain a comprehensive understanding of their current impact and evolving potential. Students will then use this research to inform the building of their own personal social media campaign.Case studies including cultural institutions, fashion brands, cultural movements and individuals in the cultural sector will inform the approach to evolving one’s own personal project.
Though intuitive and reactive activity fuels the progression of social media, strategic decision making, and constant evaluation to generate meaningful analytics are key working methods covered in this unit. Market awareness, consumer habit, trend anticipation and market saturation need to be recognized so that they can be avoided or exploited in the creation of one’s own distinct and engaging voice.
This unit is suitable for anyone entering an area of the fashion industry where having good social media awareness as well as skill are key.
Trend Forecasting - Fashion Business Pathway
How does one learn to predict the future? How is it possible? Is it at all possible? How is it that designers do present similar ideas at similar times. There are waves of change that push trend in specific directions. Synchronicity led by informed intuition.
In this unit, students will look at how fashion trends begin and how they then evolve to influence a wide range of fashion product areas. This is a ‘hands-on’, creative and interactive class. Students will be immersed in the mechanics of this fascinating and complex field through a range of lectures, discussions, and workshops. This includes exposure to a variety of forecasting publications and media as well as being guided by the principals of forecasting to appreciate the importance of market intelligence. Analyzing the role of trade fairs, magazines, trend agencies, and social media will give insight into how the world of forecasting operates. Challenging how one observes and evaluates cultural influences will inform the development of one’s fashion ‘instinct’ and ‘intuition’. Students will be required to gather, research and evaluate external information as well as build convincing rationale as to why their concepts should work.
Visual Merchandising - Fashion Business Pathway
Shop window displays and store design can define a fashion brand and steer the agenda to sell a product. A good window is the first interface with which to capture the attention of a potential consumer, a good interior sets the mood to buy. Getting this right requires an understanding of consumer behavior, brand/product positioning, trend and creative flair.
In this unit, students will study a variety of visual merchandising presentation techniques as well as examine the art of space planning and store layouts. This unit provides an overview of visual merchandising within a fashion retail context. Students will be guided through the process of redesigning their chosen store using the information gained from the class. Topics covered will include relevant theoretical concepts and retail design and contemporary practices. Delivered i
Fashion Photography - Fashion Media and Communications Pathway
In an image-led society, photography and film is a ubiquitous marketing and communication tool. Fashion image is a highly fluid discipline where without question technical and creative flair are both essential. To achieve good/innovative/compelling results requires accomplished skills and an in-depth understanding of how to combine still and moving image as well as when to use which method of capturing an image.
In this unit, students will develop the skills every fashion photographer/filmmaker needs to know and also learn how to use modern technology creatively.
Through lectures, discussions, demonstrations, practical workshops and shoots students will closely examine the relationship between theoretical approaches and realistically achievable goals.Students will consider what type of digital camera to use and why, learn what setting combinations mean and which are best to shoot with, acquire an understanding of terminology, and become familiar with the technology and programmes needed for digital image capturing.
Understanding the role of the photographer/director on a shoot is key to this unit. Topics also covered will include how to recognize the potential of available light, the setup and manipulation of studio lighting, appropriate use of movement, the importance of styling, and recognizing technical errors and how to fix them.This class is for those who are serious about this subject and want to know more about becoming a photographer/filmmaker or working with fashion imagery in the future.
Students will create a final piece of work where they will utilize both still and moving image to capture and promote fashion in an innovative and current way.
Fashion Editorial Makeup
Each element of a styled fashion photograph plays a vital role in the bigger picture of getting the marketing message right. Fashion makeup is a deeply creative aspect of this, allowing enormous scope for personal expression whilst requiring skill to illustrate the overarching idea.
In this unit, students will examine the role of the makeup artist in fashion editorial and explore creative ways of exploiting the medium to create one’s own signature approaches. Gaining an awareness of the synergy between makeup and other styling disciplines and understanding the importance of a joined-up vision to create a cohesive look is key to this unit.
Through a combination of lectures, demonstrations and practical workshops students will learn about the history of makeup in a fashion marketing context, examine the importance of makeup as a communicator of both trend and creative vision, and learn about the skills the makeup artists require to contribute to common goals in a well-balanced styling team.
The focus on using makeup as part of a narrative will extend to students being taught practical techniques and processes to allow them to create unique looks, either working to a stylist’s brief or expressing their own self-generated ideas.
Fashion Journalism - Fashion Media and Communications Pathway
Style journalism uniquely crosses boundaries, effectively uniting areas of art and social culture under one umbrella banner. As with any specialist journalist, the necessity is to be first on the scene to identify, meet, report, interview, then distill, craft and write a story choosing words and meaning to bring the moment to life.
In this unit, students will learn a number of important fashion journalism principles including how to generate ideas, compile news stories, write trend reports and come up with the questions to conduct successful interviews. This unit contains a practical and theoretical guide to understanding the disciplines of style journalism. Students will be taught and mentored by an experienced industry professional who will pass on how to communicate fashion with authority, in varying styles and writing voices, across multi-platforms and audience.
Each week students will be taught topics from how to generate ideas and research, to the importance of ‘breaking news’ to blogging from the front row; whilst gaining a better understanding of the workings of the industry. High fashion remains a highly organized factory, which works with or without social media.
Each week students will be set homework based on what they learn in class to build up a portfolio of style journalism. This will further improve their writing skills and help their personal style develop.
This unit is not suitable for students whose first language is not English. Fashion Journalism would compliment the following units: Fashion Photography, Fashion Styling, Creative Visual Communication, Creative Direction for Fashion media, Social Media and Online Communication.
Creative Direction for Fashion Media - Fashion Media and Communications Pathway
It would seem that everyone wants to be a Creative Director. It’s one of the most desirable among contemporary fashion opportunities and certainly used far too liberally as a job description. Creative Direction involves an intuitive creativity heightened by industry knowledge and sound cross-disciplinary cultural awareness. It’s a skill that brings together concept, design, content, and strategy to make an aesthetic statement with which to most effectively communicate an idea. Exercised well, it’s a powerful role in the realization of artistic vision used across the fashion industry to drive marketing strategies.
In this unit students will explore the methods of communicating ideas, curating and editing concepts in order to reach target audiences and convey relevant and complex messages. This course offers insight into the growing role of Creative Direction as a communication tool for fashion media and fashion business. Researching and analyzing contemporary fashion/lifestyle media campaigns and creative projects is key to this unit. Through seminars, discussions, and workshops students will have the opportunity to gain a clear understanding of relevant fashion industry working methods, target audience expectations and business goals whilst being pushed towards identifying your strengths and realizing one’s personal vision. This course is recommended to students interested in working in journalism, design, publishing, branding, advertising, curating, creative agencies and general fashion and lifestyle media related projects.