Odella Yue

I am a Senior Lecturer on the BA (Hons) Fashion Promotion and Communication course in the Department of Fashion at Kingston School of Art. I am a fashion designer, visual storyteller and creative practitioner working across immersive design, interactive media and digital culture.

My practice sits between fashion, fantasy and emerging technologies. I am interested in the strange, playful and human ways we construct identities, stories and communities. Through fashion storytelling, world-building, character creation and immersive design, I explore how creative ideas can be translated into engaging experiences across physical, virtual and hybrid environments. My work considers the application of these approaches within fashion industry, business and audience-facing contexts, from brand storytelling and visual communication to cultural experiences and participatory engagement. My fashion practice has been featured in international magazines and presented during London and Paris Fashion Weeks, with work exhibited internationally, including Dutch Design Week. I have also collaborated across fashion, music and moving image in the UK, France and China.

I see education as a playful journey into knowledge and ideology. My teaching brings together fashion communication, digital storytelling, creative technology and game-based thinking, encouraging students to experiment across disciplines while developing creative practices that respond to contemporary industry and audiences.

My current research project, Goals, Rules, Play: A Critical Inquiry into Play, Game and Knowledge Formation, examines how play and game structures can shape the ways we access, experience and produce knowledge. My current exhibition project, Alt+Ego, explores how players fashion themselves both virtually and IRL, considering gamer culture as a contemporary form of cultural tribe and examining how digital worlds, avatars and online rituals reshape identity and human connection.

• MA Fashion
• BA Fashion Design
• Fellow of the Higher Education Academy (FHEA)
• PGCert Teaching and Learning in Higher Education