Bachelor of Design
Fashion Communication and Styling

Fashion Communication and Styling involves the study of communication fashion through various media formats. It also studies the evolution of new media, print media, electronic media and visual communication.

You get a great opportunity to work as a communication manager, image consultant, fashion stylist, public relation officer, content writer, editor, publisher, etc.

What will you study?

FASHION CULTURE

The objective of the course is to analyze fashion as a historic and cultural phenomenon, from the growth of the stylistic codes of the end of 20th century to the development of the so-called avant-gardes style of the 21st century. It also deals with the emerging figures and fashion weeks, the editorial and web scenario, as part of the new representation of the fashion world.

Students will be encouraged to draw connections between fashions from the past and the present to encourage an understanding of the rich cultural and social meanings of clothing and adornment in Indian and Western traditions.

LIGHT, COLOUR AND DESIGN

Students learn to make visual observation through the study of colour and composition.  Students analyse the cultural, social and psychological implications of colour in everyday life. Colour interactions such as Relativity, the Illusion of Transparency, the Bezold Effect, Redistribution and Contrasts of Extension, Clash, Vibration and Spread) are thoroughly studied through a series of projects culminating in a final that focuses on the use of colour in each student’s specific discipline.

Students will have developed aesthetic sensibilities and will be able to use various media tools for communicating visually by applying design, colour and concept with purpose.

DIGITAL MEDIA

Students learn image processing and editing with Adobe Softwares. They learn the concepts of pixelation, how to create and remove it, and how to process it. They learn how to create a photomontage, and creation and usage of visual effects.

Students will be able to:

  • Use the functions in Photoshop photo processing program
  • Edit an image as desired
  • Create and use visual effects to build a photomontage

FASHION PHOTOGRAPHY & GRAPHICS

This course touches upon the development of fashion identity from product to promotion based on cultures today. Students learn to design clothes, accessories, logo, create a brand identity, and photograph their collection. They learn the basics of fashion photography and how to enhance their products in a picture. They also learn about the process of a clothing line from design to production and sales, understanding entrepreneurship in the context of graphic design.

After completing this course, students will have made a clothing line consisting of clothes, accessories, and logo. They will also be able to perform basic fashion photography to represent their products in the best light.

This module is delivered in three parts – History of Fashion Photography, Still Photography, and Moving Image/Video production. The first module introduces the greatest fashion photographers and their impact on aesthetic ideals, their techniques and style of composition, influences and connections with the art world. The photographic component allows each student to develop an aesthetic awareness and understanding of the language and processes of digital photography in relation to Fashion communication. Still image production techniques such as digital image manipulation will be explored and developed.

After the completion of this course, the students will be able to distinguish between modern and contemporary photography techniques. They will be able to identify the technique to be used based on their project. They will be able to perform basic fashion photography, and will be able to create better pictures so as to communicate to the audience.

DESIGN CULTURES and HISTORY OF FASHION

This module introduces students to the context and awareness of both historic and contemporary design and to encourage and develop the skill of critical appraisal. It also allows students to develop an understanding of the impact of culture, heritage and ethical considerations when analysing design. Students perform a study for the use of semiotics to understand the varied cultures. Students will further research the cultures and produce a written outcome in the form of an extended, illustrated essay.

FASHION STYLING

This module introduces the context and practice of how stylists work within the global requirements and diverse opportunities offered by the fashion industry. Students will participate in action based learning to contextualise and enhance their creative skills for the area of fashion styling.

Students will also develop the ability to talk about their work through

  • Creative research
  • Concept building
  • Fashion styling
  • Documenting creative development
  • Presentation
  • Portfolio building
  • Intellectual Property (IP)

This course will cover the following modules

  • Styling & Shooting Still Life – Composing a still life photo / Identifying which objects are more photogenic / Styles of still-life/Working with a photographer
  • Styling & Shooting Womenswear – Building a women’s fashion photo-shooting / Finding a fashion idea / Choosing the garments and preparing a female outfit / A photo-shooting practical lab
  • Styling & Shooting Menswear – Building a men’s fashion photo-shooting / Finding a fashion idea / Choosing the garments and preparing a male outfit / A photo-shooting practical lab
  • Fashion Event Styling – Styling for targeted communication within physical event-based media and resources/ Event design/ Location sourcing/Location environment design/Design and build/Event and show production

FASHION COMMUNICATION

The course will use case histories in order to develop communication skills through improving analytical and critical skills, towards the building up of a communication strategy.

This course will focus on the creation of portfolio for fashion communication utilizing the skills learned in the part one of this courses.

This course will engender an understanding of the principles of reflective practice and their application in a professional context. This will be done by providing an insight into the work methods and operation of a fashion business or freelance role in a field of fashion design and production.

FASHION MARKETING from CONCEPT to CONSUMER

This course covers fashion marketing, Marketing Intelligence, Fashion Brand Management, and digital media marketing. It considers each stage in planning a marketing strategy, with particular focus on the specifics of the fashion sector. It teaches the students about the behavioural observational methodology and its unique contribution to data gathering. It focuses on branding and brand management, providing students with the key tools and methodologies to understand, position and develop a fashion brand within the marketing environment.

It also introduces students to the marketing of digital media aiming to develop their skills in terms of orientation, analysis, strategy design, evaluation, engagement, and ability to define a correct brief. It focuses on and utilises a digital content and social media theme, where students explore the roles and responsibilities of the fashion stylist and communicator.

FASHION JOURNALISM

This module helps students understand the difference between online versus print media through an analyses of both including but not limited to the reachability of both. It helps students with

  • Understanding the reader
  • Working with PR
  • Interviewing tips and technique.
  • Feature writing.
  • Pitching to editors
  • Writing Fashion News
  • Understanding trends: What are they, spotting them, and predicting them

Students will be able to perform research and publish their own work in varied publications, following the pattern required by them. They will be able to identify and interview the prominent figures in the society from the aspect of fashion and author journals that are informative and refreshing.

CONTEXTUAL STUDIES RESEARCH PROJECT

This project will allow you to engage with the identification, organisation and development of a substantial, in-depth, self-directed dissertation with a clear and sustained critical argument. Students are encouraged the pursuit of a research topic related to issues explored in their own practice in any area of fashion. They develop critical awareness and self-reflection of historical and contemporary contexts of their discipline and research topic. After the completion of this course, the student will be able to finalise the major project topic, perform the research for that, and be able to identify the tasks required for performing that project.

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