Fashion Promotion and Communications BA (Hons)

Why choose this course?

This course will empower you to discover your creative self and your future role in the fashion industry. It is a creative, exploratory, flexible, and dynamic approach to fashion communications. It combines cultural and business awareness alongside creative thinking and technical skills so that you can expand your knowledge and explore ideas.

The course encourages you to pursue and practice areas of personal interest, co-create projects and take ownership of your learning. 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.

Successful, creative people in fashion communications can combine art and design skills with commercial understanding and project management techniques. You will therefore develop business and management skills needed to work in teams, working on a multitude of projects and collaborative industry briefs, in preparation for a career within the global fashion industry.

If you are enrolled on the 3-year BA Fashion Promotion and Communication course, you have the option to take a year out on placement in the UK, or to select that pathway upon admission/application to the course. You will take an additional year between the second and final year of study (4 years study total) to be spent in 36 weeks of full-time supervised work placement or study abroad exchange, or a combination of both.

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.

Attendance UCAS code Year of entry
3 years full time P993 2022 (Clearing)
2023
6 years part time Apply direct to the University. 2023

The part time course is now full for 2022 entry – please apply from September for 2023 entry.

For 2023 entry please ensure your application is submitted before the UCAS January deadline 2023 as this course may not be in a position to consider applications submitted after this date.

Location Kingston School of Art, Knights Park

Reasons to choose Kingston

  • Through our Creative Agency, you'll have the opportunity to work on paid live briefs for organisations.
  • The Kingston Fashion department is globally renowned and all courses work closely with industry partners.
  • All students have access to our world-class workshops and making spaces including digital media labs, 3D workshops, printmaking, film and photography facilities.

The Art School Experience

As part of Kingston School of Art, students on this course benefit from joining a creative community where collaborative working and critical practice are encouraged.

Our workshops and studios are open to all disciplines – enabling students and staff to work together, share ideas and explore multi-disciplinary making.

The Art School Experience

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.

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

Optional Year

Final year

Compulsory modules

Fashion Promotion and Communications 1

30 credits

This module will introduce students to the practice of fashion promotion and the many platforms it uses to communicate. Students will be encouraged to research using a variety of primary and secondary research methodologies and tasked with forming experimental and exciting concepts for practice through a design process. This will be enabled through the use of trend and brand evaluation, speculation and cultural observation. The module will encourage critical and practical application of theory and observation through a series of experimental briefs and projects aimed at developing unique and individual responses.

Professional Practice 1

30 credits

This module will introduce students to the professional, technical and visual communication skills and techniques used within fashion promotion and encourage students to apply a variety of different communication methods to personal and original work. Students will be encouraged to consider visual narrative and storytelling through dynamic use of mediums including, but not limited to, new technology platforms and/or relevant design and presentation software. Traditional methods of communication will also be explored including, but not limited to, photography, illustration, and print publication. There is a strong emphasis on technical practice and production as well as personal skills development enabling professional approaches and collaborative engagement. . As part of this, the module helps to ensure that all students benefit from the Personal Tutor Scheme, and of input provided by the Careers & Employability Service, the Enterprise Team, and Lynda.com, by embedding all these into the curriculum.

Fashion Context

30 credits

This module will develop a sound understanding of the factors that affect the global business of fashion trading, from concept to customer including the broader ethical and cultural issues that impact upon business decisions. Students will gain knowledge of the channels with which the contemporary fashion industry communicates with the consumer to promote product or services. The module will help students to contextualise their personal objectives by underpinning the creative aspects of the course with considered business knowledge and theoretical fashion marketing principles.

Image, Text and Style: Themes in the History of Fashion Media

30 credits

This module presents thematic approaches to the study of fashion media formats through image-based lectures, workshop activities and screenings. Students will be introduced to the historical development of fashion media and promotion from multiple perspectives and through a transnational lens with an emphasis on the 1800s to the present day. Each session is intended to address concepts, debates and practices that have shaped and constructed our contemporary understanding of fashion media and promotion. The module engages with critical texts and case study research to enable students to examine the relationship between theory and practice in fashion communication and promotion and to develop an understanding of the emergence of fashion media as a global cultural response to modernity.

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

Fashion Promotion and Communications 2

30 credits

This module will build on the skills and processes developed in Fashion Promotion and Communication 1 with a direct application to professional and industry practice. Students will be encouraged to advance their research methodologies and contextual understanding further, with added evaluation, new resources and analysis of defined markets and consumer segments. They will underpin their creative outputs by evaluating data and marketing metrics when developing creative outputs in relation to brand communication and present their work in a professional manner to an identified audience. Students are encouraged to utilise and develop advanced visual communication skills to explore new creative agendas and new creative, visual platforms.

Professional Practice 2

30 credits

This module will focus on the following competences to develop and enhance student employability skills: professionalism, self-awareness, technical advancement, specific career routes and continuing self-development practices. Students will be able to define their individual creative and philosophical identity and begin to consider their role in the industry, developing visual and written communication material reflecting their strengths and potential career choices. Students will develop a range of outputs which will support and prepare them as they move directly into Level 6 or choose to engage with industry or study abroad as part of the optional Placement year. The personal tutor programme is embedded within the module to support their academic progress.

Fashion Direction

30 credits

This module gives students the opportunity to work on projects that that are defined by external stakeholders and that require high levels of professionalism, understanding and engagement. All of which culminates in the students presenting and justifying their creative outputs and/or promotional strategies to external audiences. Students will also be able to further develop their own individual identity in response to internal and external briefs which builds on prior learning, individual strengths, and career aspirations.

Critical Issues in Fashion Media: Research and Practice

30 credits

This module builds on historical and thematic content introduced at Level 4, looking closely and in more depth at key theoretical concepts that shape the study fashion media and promotion. The module explores a range of contemporary issues related to fashion media and promotion and equips students with conceptual and theoretical tools to debate and discuss these in their work. In addition, students are introduced to a range of research methodologies though case studies and practical activities that reflect the issues explored through the module's contemporary content.

This module offers an optional learning experience for undergraduate students who are able to secure a work placement or placements. It provides students with the opportunity to apply their knowledge and skills in an appropriate working environment and gives them experience of professional practice in the workplace.

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

Fashion Promotion Campaign (capstone project)

30 credits

This module represents the culmination of a student's course of study and should synthesize all elements of subject theory, business application, contextual thinking, personal and professional practice into a self-directed capstone project intended for a professional portfolio/showcase. This module offers the opportunity for students to clearly state their intentions, by defining and visually articulating their personal position and ambition within an industry context.

Professional Showcase

30 credits

This module will engage the students in the practice of developing a visually fluent promotional activity targeted at a specified audience and featuring their individual body of work. This module is designed to help the students to formulate their exit strategy and enhance their professional knowledge of the global fashion industry in terms of promotion and communication and to develop skills and outputs with a focus on their future career, providing opportunities for research, analysis, and documentation of their work. As part of this, students benefit from the Personal Tutor Scheme, and input by the Careers & Employability Service, the Enterprise Team, Kingston Hub, and Lynda.com.

Fashion Realisation

30 credits

This module is a combination of the preparation for the Fashion Promotion Campaign (Capstone Project) module whereby students negotiate and visualize a brief, that has a clear concept, narrative or message, is creatively challenging and demonstrates a mature and responsible approach to individual practice in the context of professional industry expectations. This negotiated brief will inform the practice and realisation of the capstone project. Students will also engage with external projects/competitions aimed to further develop their practice, build upon their existing body of work and to contextualise their work competitively with their peers both internally and as part of the wider global creative community.

Dissertation

30 credits

The module enables students to carry out a piece of independent research in the field of fashion studies that relates to their own interests and practice. Over the course of the module students will initiate and develop an individual research topic; identify and evaluate appropriate sources and research methods, manage their study time, engage with, and respond to tutorial dialogue and peer feedback and apply critical and analytical tools to produce a 7,000-8,000-word dissertation.

Please note

Optional modules only run if there is enough demand. If we have an insufficient number of students interested in an optional module, that module will not be offered for this course.

Entry requirements

If you would like to join us through Clearing 2022, please call our Clearing hotline on 0800 0483 334 (or +44 020 8328 1149 if you are calling from outside the UK) and speak to our friendly and knowledgeable hotliners who will be able to provide information on available courses and will guide you through your options.

Please note the entry requirements listed below are for 2023 entry only.

Typical offer 2023

UCAS tariff points: 112-128

Level 3 qualifications (i.e. A-levels, BTEC Diploma, Access Diploma, IB Diploma, etc.).

Typical offer 2022

UCAS tariff points: 112-128

Level 3 qualifications (i.e. A-levels, BTEC Diploma, Access Diploma, IB Diploma, etc.).

Additional requirements

All application forms and personal statements will be read and considered and selected candidates may be invited to participate in an online workshop. We are looking for creative, critical and ambitious students.

The Course Leader would like to see evidence of your creative practice and/or evidence of your interest in creativity –these can be activities that you do but perhaps you don't think of as a creative practice – your curated Instagram feed, YouTube channel, TikTok content, Depop shop, etc. as well as a more traditional design portfolio. You can include drawings, photographs, comics, animation, videos, graphics, etc. – think about how you can demonstrate your creativity or interest in creativity for this course. Please include some of your process (sketches, storyboards, prototypes, etc.) as it will give us insights into how you think creatively.

Please provide up to a maximum of 8 projects when you submit your work. You can upload a Word or PDF document with links if your entire creative portfolio is digital, or a PDF with images embedded if you prefer.

We are keen to encourage students from a diverse range of backgrounds. Mature students and those with non-standard qualifications are welcome to apply and will be given the opportunity to meet with the course team to explore suitability and expectations.

We are also looking for potential and applicants who do not meet the formal entry criteria may be considered if the course team judges the application demonstrates additional strengths or alternative evidence, for example related academic or work experience, the quality of the personal statement, a portfolio of practical work, a strong academic or professional reference, or a combination of these.

If you need some inspiration for your portfolio, you're welcome to attend one of our Kingston School of Art Short courses.

International

All non-UK applicants must meet our English Language requirements. For this course it is Academic IELTS of 6.0 overall, with no element below 5.5.

Make sure you read our full guidance about English language requirements, which includes details of other qualifications we consider.

Applicants who do not meet the English language requirements could be eligible to join our pre-sessional English language course.

Applicants from a recognised majority English speaking countries (MESCs) do not need to meet these requirements.

Country-specific information

You will find more information on country specific entry requirements in the International section of our website.

Find your country:

Typical offer and UCAS points explained

Like most universities, we use the UCAS Tariff point system for our course entry requirements.

Find out more about UCAS Tariff points and see how A-level, AS level, BTEC Diploma and T-level qualifications translate to the points system.

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.

Guided independent study (self-managed time)

When not attending timetabled sessions you will be expected to continue learning independently through self-study. This typically will involve reading journal articles and books, working on individual and group projects, undertaking preparing coursework assignments and presentations, and preparing for final assignments. Your independent learning is supported by a range of excellent facilities including online resources, the library and CANVAS, the online virtual learning platform.

Academic support

Our academic support team here at Kingston University provides help in a range of areas.

Dedicated personal tutor

When you arrive, we'll introduce you to your personal tutor. This is the member of academic staff who will provide academic guidance, be a support throughout your time at Kingston and who will show you how to make the best use of all the help and resources that we offer at Kingston University.

Your workload

Type of learning and teaching

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25% of your time is spent in timetabled learning and teaching activity.

How you will be assessed

Type of assessment

Year 1

Year 2

Year 3

Year 3

Year 1
  • Coursework: 80%
  • Practical: 20%
Year 2
  • Coursework: 80%
  • Practical: 20%
Year 3
  • Coursework: 80%
  • Practical: 20%
Year 3
  • Coursework: 80%
  • Practical: 20%

Assessment typically comprises practicals (e.g presentations) and coursework (e.g. essays, reports, self-assessment, portfolios, dissertation). The approximate percentage for how you will be assessed on this course is as follows:

Feedback summary

We aim to provide feedback on assessments within 20 working days.

Your timetable

Your individualised timetable is normally available to students within 48 hours of enrolment. Whilst we make every effort to ensure timetables are as student-friendly as possible, scheduled learning and teaching can take place on any day of the week between 9am and 6pm. For undergraduate students, Wednesday afternoons are normally reserved for sports and cultural activities, but there may be occasions when this is not possible. Timetables for part-time students will depend on the modules selected.

Class sizes

To give you an indication of class sizes, this course normally attracts 60 students with classes divided into groups of up to 35. However this can vary by module and academic year.

Gallery of student work

Who teaches this course?

Course director Anthony has extensive experience within the creative industries. He has been Academic Director/Head of Fashion for an international design institute in Beijing, Head of Design at AUB Bournemouth, and Head of The Fashion Institute at Manchester Met. Currently he is the Head of Department of Fashion at Kingston University.

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

2023/24 fees for this course

The tuition fee you pay depends on whether you are assessed as a 'Home' (UK), 'Islands' or 'International' student. In 2023/24 the fees for this course are:

 Fee category Amount
Home (UK students) £9,250*
International Year 1 (2023/24): £16,500
Year 2 (2024/25): £16,800
Year 3 (2025/26): £17,100

For courses with a sandwich year, the fee for the placement year can be viewed on the undergraduate fees table. The placement fee published is for the relevant academic year stated in the table. This fee is subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body.

* For full time programmes of a duration of more than one academic year, the published fee is an annual fee, payable each year, for the duration of the programme. Your annual tuition fees cover your first attempt at all of the modules necessary to complete that academic year. A re-study of any modules will incur additional charges calculated by the number of credits. Home tuition fees may be subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body. Full time taught International fees are subject to an annual increase and are published in advance for the full duration of the programme.

Eligible UK students can apply to the Government for a tuition loan, which is paid direct to the University. This has a low interest rate which is charged from the time the first part of the loan is paid to the University until you have repaid it.

2022/23 fees for this course

The tuition fee you pay depends on whether you are assessed as a 'Home' (UK), 'Islands' or 'International' student. In 2022/23 the fees for this course are:

 Fee category Amount
Home (UK students) £9,250*
International Year 1 (2022/23): £16,200
Year 2 (2023/24): £16,500
Year 3 (2024/25): £16,800

For courses with a sandwich year, the fee for the placement year can be viewed on the undergraduate fees table. The placement fee published is for the relevant academic year stated in the table. This fee is subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body.

* For full time programmes of a duration of more than one academic year, the published fee is an annual fee, payable each year, for the duration of the programme. Your annual tuition fees cover your first attempt at all of the modules necessary to complete that academic year. A re-study of any modules will incur additional charges calculated by the number of credits. Home tuition fees may be subject to annual increases but will not increase by more than the fee caps as prescribed by the Office for Students or such other replacing body. Full time taught International fees are subject to an annual increase and are published in advance for the full duration of the programme.

Eligible UK students can apply to the Government for a tuition loan, which is paid direct to the University. This has a low interest rate which is charged from the time the first part of the loan is paid to the University until you have repaid it.

Note for EU students: UK withdrawal from the European Union

The Government has recently announced that new students from the European Union and Swiss Nationals starting their course after August 2021 will no longer be eligible for a student loan in England for Undergraduate or Postgraduate studies for 2021/22 academic year. This decision only applies to new EU students starting in 2021/22. If you are an existing/continuing EU student, you will continue to be funded until you graduate or withdraw from your course.

Additional costs

Depending on the programme of study, there may be extra costs that are not covered by tuition fees which students will need to consider when planning their studies. Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, access to shared IT equipment and other support services. Accommodation and living costs are not included in our fees. 

Where a course has additional expenses, we make every effort to highlight them. These may include optional field trips, materials (e.g. art, design, engineering), security checks such as DBS, uniforms, specialist clothing or professional memberships.

Textbooks

Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. You may prefer to buy your own copy of key textbooks, this can cost between £50 and £250 per year.

Computer equipment

There are open-access networked computers available across the University, plus laptops available to loan. You may find it useful to have your own PC, laptop or tablet which you can use around campus and in halls of residences. Free WiFi is available on each of the campuses. You may wish to purchase your own computer, which can cost from £100 to £3,000 depending on your course requirements.

Photocopying and printing

In the majority of cases written coursework can be submitted online. There may be instances when you will be required to submit work in a printed format. Printing, binding and photocopying costs are not included in your tuition fees, this may cost up to £100 per year.

Travel

Travel costs are not included in your tuition fees but we do have a free intersite bus service which links the campuses, Surbiton train station, Kingston upon Thames train station, Norbiton train station and halls of residence.

Field trips

There may be optional study visits and field trips. These range from £25 for local trips to various costs for international trips.

External shows and exhibitions

There may be costs for participating at external shows and exhibitions. You could incur travel costs which will vary according to the location.

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 conceptual and design skills together with a commercial understanding of the fashion industry to create relevant and effective fashion media.

Links with business and industry

The fashion department has a long history and exceptional experience and interaction with Industry with many graduates undertaking paid placements and/or graduate employment across the international creative industries at all levels of the market including:

  • Acne, Alexander McQueen, All Saints, Artek, ASOS;
  • Boden, Burberry;
  • Chanel, Chloe, COS;
  • Dior, Donna Karan;
  • Givenchy;
  • Hugo Boss, H&M;
  • Jack Wills, JLP;
  • Max Mara, Mulberry;
  • Old Navy;
  • Pringle, Pull & Bear, Puma;
  • River Island;
  • Stella McCartney;
  • Toast, Tom Ford;
  • Victoria Beckham;
  • ZARA

Requests come from many of the brands for internship and graduate roles relevant to promotional practice and included job titles such as: Visual Merchandiser, Stylist Coordinator, Content Marketing Assistant, SEO Assistant, Brand Assistant, Creative Executive, Digital Production Assistant, Online image producers, Press Assistants and Digital Marketing professionals.

This course will benefit from existing links as well as newer employers from across the sector that includes, traditional retail, fashion, cosmetic brands as well as new online platforms and traditional PR agencies.

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).

Course changes and regulations

The information on this page reflects the currently intended course structure and module details. To improve your student experience and the quality of your degree, we may review and change the material information of this course. Course changes explained.

Programme Specifications for the course are published ahead of each academic year.

Regulations governing this course can be found on our website.