Creative and Cultural Industries: Fashion Promotion and Communications BA (Hons)
Why choose this course?
This course is for creative individuals who want to work in visual communications in the fashion industries. You will develop understanding of the ethical, global and identity issues critical to effective fashion communication. You will learn the skills of image making, creative direction, graphic design and editorial copy needed to produce visual content for fashion brands. You will explore how technologies such as augmented and virtual reality, and the relationship between physical retail environments and online digital platforms, provide new opportunities for creating innovative brand experiences.
Because successful creatives in fashion communications combine art and design skills with commercial understanding and project management techniques you'll also develop business and management skills needed to work in teams on advertising campaigns.
You will work on a multitude of projects and industry briefs that will allow you to discover your creative self and your future role in the fashion industry. You can also join our student-powered creative agency, Studio KT1.
For examples of what our students are up to on the course, check out our Instagram.
| Attendance | UCAS code | Year of entry |
|---|---|---|
| 3 years full time | P993 | 2020 2021 |
| 6 years part time | Apply direct to the University. | 2020 2021 |
| Location | Kingston School of Art, Knights Park |
Reasons to choose Kingston
- You'll have the opportunity to work on paid live briefs, for organisations such as The Bentall Centre, through our Creative Agency.
- Kingston University has an ethos of Thinking Through Making. You'll be able to use our world-class digital media labs, 3D workshops, printmaking, film and photography facilities.
- All students, on any course in Kingston School of Art, can use our workshops and making spaces.
What you will study
This course meets the growing demand for agile creatives who can work across a variety of changing media platforms and communication channels. It's just right for individuals who can combine ideation, visualisation and strategic thinking to create impactful advertising campaigns for fashion brands.
In your first year, you'll do two 60 credit modules; four 30 credit modules in the second year, and a combination of one 60 credit and two 30 credit modules in the final year.
Please note that this is an indicative list of modules and is not intended as a definitive list. Those listed here may also be a mixture of core and optional modules.
Year 1
Year 2
Final year
Year 1 is common to all our creative and cultural industries courses. You will explore visual communication techniques, use of design software, storytelling and design thinking. You will learn individually and as part of a team of creative partners and professionals. You will examine the management and strategy of creative enterprises, and the history and development of art and design practice.
Compulsory modules
Visual Narratives & Design Thinking: Creating compelling stories, creative problem solving
60 credits
This module builds the skills and understanding needed to create and deliver effective visual and verbal communications, through Design Thinking. You will be introduced to theories on perception and communication and will apply them to the analysis of persuasive visuals used in advertising communications and marketing messages. You are simultaneously introduced to a fundamental set of conceptual and practical, thinking and decision tools.
Practical project tasks will give you the opportunity to develop or enhance your digital design software skills through the creation of visual concepts, hacks, short/long form video narratives, content creation for social and experimentation with VR and emerging platforms to explain the possible visual identities of an event, campaign or product. Drawing on Design Thinking, a creative problem solving approach and technique, you will learn to examine and redefine problems through close observation, and investigate the use of empathy with users. User experience, interface design and prototyping are used to enhance the quality of communication and the explanation and sharing of ideas. Concept testing then helps reveal the match between the problem and the solution. The module develops the principle that decision making can be enhanced and innovation more likely if the attitudes and processes of design are applied to organisational decisions, services and activities.
History & Context of the Creative Industries: Content, critique & competition
60 credits
This module enables you to create a critical, historical and theoretical framework within which to investigate and understand practices of creativity in relation to art, design and culture.
The module explores the connections between creativity and social and cultural change by focusing on a variety of case studies both historical and contemporary. It will place emphasis on the ways in which significant moments in cultural history, and the creative products and solutions that emerge from them, have been shaped by the input of multiple stakeholders who inhabit a variety of positions from artists and designers, to muses, theoreticians, patrons and engineers.
Alongside, you will also consider how both producers and consumers can play a role in instigating and influencing such change.
You will be introduced to the context of creative industries, classifying them and exploring what makes them distinctive and arguably idiosyncratic. Their development will be traced alongside the creation of intellectual property and protection legal frameworks. The economics of cultural production will lead into how digital innovations are disrupting existing models and value propositions. Running through the module will be the view that firms in the CCI can benefit from strategic thinking.
With a close focus on analysis of key case studies, a series of lectures, hacks, seminars, workshops, and tutorials will support your own emerging research interests and encourage the development of your historical knowledge, critical thinking and research skills.
The module thus helps you to make sense of the concerns emerging in your own disciplines and to take a critical and analytical view of your own ideas, motivations and interests and how these views can translate into commercial project work.
You will analyse fashion cycles, trends, channels, brand values, ethics, print promotion, photoshoots and social media marketing. You'll interpret briefs and transform the brand values of a fashion company into a coherent visual identity aimed at the desired audiences.
You'll study conceptualisation, visual narratives, artwork commission, branding, entrepreneurship, managing risk and creative strategy.
The variety of modules will develop your understanding and ensure you have the skills to operate successfully as a communicator in the fashion industry.
Compulsory modules
Customer Mindfulness
30 credits
This module is intended to establish the importance of the customer or end user during the production of your creative work. This is not necessarily a given as when work includes aesthetic, craft or technical codes, values and stakeholders there can be powerful alternative interests and requirements. Creative producers need to balance, determine possible areas of trade-off and occasionally deny or defend against commercial or cultural considerations. This module therefore problematises the cultural consumer, investigates their needs and behaviours, and analyses and discovers how (interactive) communication can be established with them, including consideration of ethical practices within the sector. A multi-channel perspective will be adopted with particular emphasis on digital consumer decision journeys and the creation of social media brand advocates.
Creative Project Management
30 credits
This module introduces you to the principles and practices of project management. You will have had some limited experience of working in projects during the Design Thinking (HA4303) module and will be able to use this as recognition of the need and benefits to developing skills in this aspect of creative professional practice. Much work in the Creative Industries is organised in projects and many creatives work as freelancers or in small agencies operating in a project based manner. Project management involves the identification and organisation of resources, aligning them to milestones and objectives so that at the completion of the project the outcome is valued by the client and the project team generates a return on their effort. While it is the case that creative projects share similar characteristics to those intended to be run by methodologies such as Prince2, they are also different. The module explores this difference and aims at providing an approach and encouraging attitudes to their organisation that will enable creative projects to be better managed.
Live case study
30 credits
This module provides you with an opportunity to apply your developing understanding of creative problem solving to real-world examples of problem conceptualisation, research and solution design. It will draw on the skills and problem solving techniques developed in the Visual Narrative and Design Thinking (HA4301) modules and the Creative Project Management (HA5305) module. Its main objective is to create a situation requiring professional level of interaction and the application of creative and design skills to the creation of a solution. This will prepare you for when you need to create and sell ideas into companies either for an agency or as a freelancer. Cases will be selected according to their relevance to each degree. Two scenarios are expected. One, the case will involve aspects of each degree and can be tackled by all students. Two, separate cases will be found to match each degree. Each organisation will bring a live or ‘as live', project for you to work on and produce a solution. The ‘liveness' of the project refers to the fact that it is a current issue that the organisation is currently experiencing and that you are working on a problem that therefore could contribute to, or change, how the organisation responds.
Fashion Promotion and Communication (1)
credits
In this this modules you will analyse and understand fashion cycles, trends, channels, brand value, ethics, print promotion, photoshoots and social media marketing. The modules and projects provided will develop the skills and understanding needed to operate successfully as a communicator in the fashion industry. This will include interpreting briefs and transforming the brand values of a fashion company into a coherent visual identity aimed at the desired audiences.
You will further your knowledge and refine the skills needed to become a fashion industry practitioner. You will study cultural entrepreneurship and explore ways of building a sustainable creative career.
The major project in your final year will be a visual project, business or marketing plan, or consultancy project for a company. Through it, you'll research and identify a current fashion communication challenge and provide visual solutions, tailored for the chosen audience.
Compulsory modules
Culturepreneurship
30 credits
This module explores what attitudes, skills and activities equip the entrepreneur in the Creative and Cultural Industries with the resources and decision-making skills to survive and thrive. It takes the term culturepreneur - originally one of derision, and problematises the distinctive features of enterprising people and teams that attempt to craft desirable value propositions for their users or customers while at the same time ensuring they capture sufficient revenue and build and deploy necessary reputational capital. The module is not intended to be a business planning module as though there maybe cases where enterprises are conceptualised and pitched it is also the case that entrepreneurship is a broader concept concerning the creation and execution of creative projects that involve enterprising or new formulations of value. In these cases ideas still need to be conceptualised, prototyped, resources identified and won.
The Major Project
60 credits
This is the programme's capstone module, a double weighted individual piece of work that provides an opportunity for you to consolidate and apply previous knowledge gained and skills acquired during your degree. It will be an opportunity to develop and express your creative self, demonstrated through the production of a major enquiry into and response to an issue experienced by people and organisations operating in the creative industries. The work will be theoretically informed and practically orientated and be relevant to the field of your degree; either Art Direction, Curation Exhibition and Events or Design Marketing.
Fashion Promotion and Communications (2)
credits
In this module you will further your knowledge and skills needed to become a fashion industry practitioner. You will study and practice campaign design, moving image and the impact of new technologies (VR/360 films/streaming platforms) on creating brand messages and experiences.
The information above reflects the currently intended course structure and module details. Updates may be made on an annual basis and revised details will be published through Programme Specifications ahead of each academic year. The regulations governing this course are available on our website. If we have insufficient numbers of students interested in an optional module, this may not be offered.
Entry requirements
Teaching and assessment
Teaching includes workshops, lectures, seminars, tutorials, visits and live briefs.
Assessment includes practice-based work, essays, research portfolios, presentations, reflective reports, student-led and collaborative projects, blogs, business planning, collaborative project diaries, storyboarding, prototyping, and responding to fashion client briefs.
Who teaches this course?
Course director Russell Miller has extensive experience within the creative industries, having produced advertising campaigns, digital products and research tools for BBC Radio 1, Channel 4, BBC 1Xtra, IKEA, MTV and Sony Music Europe.
He is an internationally-exhibiting artist with a practice concerned with the moving image, collage and postproduction theory.
The Kingston School of Art teaching team is formed of current practitioners, with extensive experience and professional links. They will help you develop your skills, networks and gain access to industry contacts. Their expertise and knowledge is closely matched to the content of the modules on this course.
Academic teaching is supported by workshop staff, technicians, visiting speakers and guest lecturers who enhance your learning.
Facilities
You'll use our studio spaces and facilities to experiment and explore new ways to push the boundaries of projects and open discourse across disciplines.
Collaborative and multi-disciplinary teamwork is actively encouraged between students, across faculty courses, international institutions and with industry.
Throughout the course, you'll be encouraged to explore and develop expertise in current design approaches, techniques, media, and application including branding, editorial, interactive design, packaging and 3D design, advertising, information design, digital moving image, sustainable and experiential design.
Skills and techniques such as typography, photography, moving image, printmaking, rapid proto-typing, analysis and research, human factors, presentation, interactive and graphic software all support project work by helping realise solution-led ideas.
Course fees and funding
After you graduate
This degree prepares you for a career in the fashion communication, branding and advertising industries. Once you graduate, you will be ready to combine your concepting and design skills together with a commercial understanding of the fashion industry to create relevant and effective fashion media.
Links with business and industry
Through the Creative Agency, Studio KT1, we have worked with retail firms such as The Bentall Centre (a large shopping centre in Kingston); with corporate organisations such as Veolia, Guinness Book of Records and Mozilla, as well as with various small businesses.
Key information set
The scrolling banner(s) below display some key factual data about this course (including different course combinations or delivery modes of this course where relevant).
