Course - Overview

This undergraduate program in Fashion Communication trains students to communicate,

promote and creatively present in the fashion and lifestyle industry and to different

audiences. It provides a solid foundation for a career in areas like fashion journalism, fashion

photography, publishing, fashion videos, creative and art direction, PR and event design.

This program dynamically responds to demands from the industry and helps students

hone their skill sets in traditional and digital media for fashion and lifestyle segments.

Students will be taught by a team of experienced industry professionals and practitioners.

They will get to work closely with fashion editors, designers, FDCI media partners, bloggers,

digital media professionals while undertaking live projects and industry internships.

  

Curriculum

Year 1: Foundation Studies

The Foundation Studies has multidisciplinary modules offered in the first year that prepares the young learner for a career for the future. It will help the student in self-discovery, build creative confidence, and prepare skilled professionals for lifelong learning as well as inculcating professional ethics and social responsibility. The world around us is changing and evolving everyday in unimaginable and unpredictable ways.

Therefore, the modules in the first year focuses on transferable skills and learnability along with a focus on skills and knowledge of specific professional domains. Second, it aims to inculcate attitudes and values that enables the learner to develop a holistic view about the society. Hence, the course aims to build a fertile ground for creative learning in the dynamic and fast changing contemporary world. Modules of the foundation studies include:

 

1) Natural and Built Environment,

2) Body and its extensions,

3) Events & Phenomena I,

4) Life Skills,

5) Culture, History Imagination,

6) Identity, Memory and Imagination,

7) Events & Phenomena II and

8) Active Citizenship.

 

The two Modules Life Skills and Active Citizenship are going to be delivered fully online.  Besides these, there would be four ‘Open Labs’ offered to the students for multi-disciplinary exposure. Learners choose pathways in these modules based on their interests therefore, creating a unique learning experience for each student.

Year 2: Basic Communication Skills, Knowledge, & Methods of reporting fashion, culture and lifestyle

The second year of the course will have eight modules and four Open Labs. The objectives of Year 2 studies are to inculcate basics of communication skills, knowledge and methods. These are delivered in diverse fields and involves studies in Journalism & Media Studies, Fashion, Culture & Lifestyle, Fashion Advertising & PR, Fashion Communication and Broadcast Media respectively. Besides these modules, the student will also get exposure to the workings of the industry through opportunities presented via small live projects, ‘micro-internships’, masterclasses, talks by industry experts and various events & festivals. Open Labs will have a diversity of subjects, the learner may choose any of the Open Labs based on their interests. The modules are briefly described below:

Fashion Image: This module serves as an introduction to communicating fashion with imagery, from initial concepts and quick sketches through to more sophisticated visual responses, utilising a variety of media. With an emphasis on exploration within historical, practical and technical parameters, 'Fashion Image' aims to enable the student to effectively articulate fashion through both fashion illustration and photography. Students will develop skills in observation, idea generation, and effective visual communication for fashion & lifestyle through a combination of theoretical studies, fashion illustration and materials.

 

Life Through a Lens: This module examines ideas and techniques within the practice of narrative photography with special focus on fashion. Through lectures examining historical milestones in photography, fashion photography and camera and lighting, and practical tutorials in understanding the accepted rules, students will gain the confidence to make innovative choices in their creative fashion photography production processes. Students will develop creative narrative photography. Through the production of a multi-panel photo sequence, informed creative choices will be demonstrated.

 

Fashion, Media and Society: This module aims to introduce the ways in which sociologists and cultural theorists have conceptualised fashion media in (predominantly Western) society. Students develop a deeper appreciation of fashion media industries through the introduction of historical and cultural theories of fashion & media and the exploration of the impact media has had on society, culture over time. This subject encourages students to reflect on issues and elaborate on views in contemporary media environments, including the ability to critically assess the impact of fashion media on society. It covers elements and principles of global media, fashion movements, fashion history, as well as popular culture, media laws and the reciprocal influence of culture and society on fashion media. Students learn various theoretical and methodical approaches and will be able to apply these to media and society related phenomena.

 

Fashion Journalism: The Fashion Journalism module trains students to interpret the basic grammar and language in producing fashion content for print and digital media. Students will learn to write in styles customary to various professional and public purposes, as well as how to subvert or modify those styles. This module will give a deeper understanding of how to interpret and critically evaluate texts. Students will learn to create texts across different mediums such as newspapers, magazines, websites, blogs and social media. They will get an understanding of the practical and critical skills required to pursue fashion journalism across various mediums.

 

Broadcast Media & Fashion: In this module students develop an understanding of the functioning and structure of the broadcast media sector and develop skills in applying journalistic practices across television, radio and online platforms for fashion. The subject introduces basic skills in video editing, news anchoring, fashion news / filler production, voice training and production. The teaching modalities encourage the use of virtual learning environments enabling students to execute high order communication solutions with a thorough understanding of the different needs of the communications and media industries.

 

Integrated Marketing Communication: Integrated Marketing Communications provides students with a contemporary view on the use of all different promotional tools available to fashion marketers today such as sales promotions, direct marketing, advertising, personal selling and public relations. The unit explores how fashion marketers & communicators can increase the number of touch points a brand can explore among its target audience in a consistent and effective manner.

 

Fashion & Digital Culture: Fashion & Digital Culture serves as an introduction to Internet and digital culture theories for fashion media. Students develop a holistic understanding of digital media operations and the culture of innovations they have facilitated in fashion. Accordingly, the main focus is on expression and methods that originated in digital ecologies. Via engagement with digital platforms, such as blogging, students will critically investigate the arguments around the impact of the Internet on formal and informal fashion communication and its consumption by various audiences. Students will interpret media trends and reflect on digital cultures shaped by social media, apps, games, data visualization and interactive platforms. Moreover, students will design, publish, and maintain blogs for personal and professional use.

 

Luxury & Fashion Installations: The purpose of this subject is to introduce the fundamental theories, practices, and methods for developing three-dimensional design. The subject covers 3D concepts and techniques, as well as practice in contemporary industry software. The subject investigates the integration of modelling, texture and light in three-dimensional space. Concept development is practiced in a range of spatial activities, investigating the relationship of spatial projects to a target audience. Development in professional work disciplines for design practice is key to the delivery of this subject.

Year 3: Cross-Disciplinary Studies, International Experience and Industry Project in Fashion Media

The third year of the course will have eight modules and four Open Labs. The objectives of Year 3 studies are to focus on developing the relationship between the learner and the fashion media industry. This year builds on the framework of the previous year and takes the students through advance studies in Styling & Trends, Research Design, Social Media for Fashion, Documentary & Films for Fashion, International Public relations and Emerging Technologies in Fashion Media. Every student will undergo a live project (cross-disciplinary) and obtain valuable international experience. The modules are briefly described below:

 

Creative Direction in Fashion: This module has strong research base that will explore perspectives in fashion trends and coolhunting. It aims to teach the student creative, technical and research skills required by the industry. It will look at various ways that global fashion uses to attract, engage, and motivate people to respond to messages. In particular, the impact of new digital communication technologies on the practice of creative direction for fashion is central to the course. Students will learn of how trend-spotters, forecasters, coolhunters and stylists work across different media in magazines, advertising, design, catwalk shows, digital media and e-commerce. The learners will expand their skills in identifying research methods and the application of analysis to a design project.

 

Fashion & Social Media: This module involves designing and building a social media strategy for a fashion brand. Students study cases of specific and successful fashion brands and fashion PR companies, their practices and strategies. Situated in traditional ‘Problem Based Learning’ environment students collaborate online within a group to adapt and negotiate the solutions to a set brief and problem. Students collaborate online with their peers to critically review and analyse their understanding of social media and its application. They identify and build on their knowledge in understanding the Social Media Landscape and its many features by demonstrating its usage and benefits for brand fashion companies. The module will include understanding social media analytics including obtaining and evaluating digital metrics in the context of consumer decisions and digital listening.

 

Documentary & Films: This module explores the theory and practice of live action camera-based moving image production in the context of documentary and filmmaking for fashion & lifestyle. It addresses aesthetics, power, and ethics across a range of documentary material from film, television and the Internet for communicating fashion. The subject introduces an expanded set of production planning concepts and techniques for video production. Creative and technical aspects of working with scripts, cameras, lighting and sound are explored. The investigation of film, TV and media theory and history is continued with an emphasis on enrichment of the idea generation and a focus on cinema in various historical, contemporary and theoretical contexts.

 

Live Industry Project: This unique module offers students the opportunity to undertake a major project for an external client, working as part of a project team that aligns to a professional fashion communication/ fashion media industry structure and environment. Under the mentorship of the subject lecturer, students will increase their employment potential by gaining experience in producing professional work for a real client with a live project. Students are exposed to the rigour of professional interaction design practice while building their confidence in adapting to the demands of a live brief. The project also provides a context in which to enhance their fashion communication skills and work collaboratively in a professional arena.

 

Discover, Define, Develop, Deliver: The aim of this module is to develop and employ major specific skills to discover and define a design problem in fashion media followed by the development and delivery of a designed & published outcome. Every individual works towards prototypes, instigated and critiqued through group collaboration. Students work in groups and learn to collect, research and interpret of fashion reportage, thus enabling them to construct a published work.

 

Fashion Futures: This module will examine technology focused theories, sustainability, consumption of fashion and its practice especially taking into account the digital technologies like the internet. Students will be encouraged to think, discuss and critically engage with a variety of issues concerning fashion & creative industries and it’s dissemination through websites. The areas covered may include, but not limited to, collaborative and environmental practices, sustainability and fashion consumption. Using UI/UX tools, the module will serve as a laboratory to create fashion media solutions for interface design across web and mobile devices.

International Lab: International Lab is about the International Experience. It is an opportunity for students to interact with a culture other than their own in a manner that fosters their personal and professional growth, promotes cultural understanding, and prepares them for working more effectively with diverse communities. It will provide exposure to globalization issues as the international perspective is imperative to mass media professionals. The module can take the form of a project-based overseas experience or can consist of working with an international client or an international mentor.

 

International Public Relations: This module draws together the public relations skills and knowledge students have acquired throughout the course to date and applies them to the international arena. Students critically question how public relations theory and practice should be different in different national or cultural contexts. International theory of public relations that can be used in and adapted to different countries of the world are further explored. Students will also debate whether there could be generic principles of public relations applicable to specific contextual conditions in all cultures. It highlights the importance of sensitivity to and understanding of different cultures, and the crucial role of effective intercultural communication. It examines the role of key technologies such as the Internet and other new media to international public relations.

 

Year 4: Research Design & Project Construction, Entrepreneurship, Contemporary Fashion Issues, Inter-Disciplinary Studies and Professional Practice in Fashion Communication

The final year of the course will deal with modules relating to Entrepreneurship, Research Design, Inter-disciplinary Practices, Portfolio Development, Professional Practice and a Double Capstone Major Project as a culmination of the course work. The emphasis is on practical application on the skills & knowledge acquired in the previous years and apply it to construct projects or put it to work in the industry as a fashion media professional. The modules are briefly described below:

Social Enterprise

 

This module focuses on developing the students’ understanding of the fundamental contemporary theories of social entrepreneurship and a variety of applicable business models in area of fashion media. Students will explore the application of entrepreneurship business strategies and apply this knowledge through a philanthropic context. This module aims to give students a hands-on experience in planning, organizing, and conceptualizing different business plans and understanding financial planning, business viability, budgeting and legal issues for an economically viable and scalable business startups.

 

Design Research

 

This module aims to introduce research design and discuss how research methods are an essential part of the design process. It will expose students to research methods, literature reviews, data collection and analysis. The students will learn documentation of research and its application in construction of projects. Starting from choosing a topic to the core question of research through investigation to find answers and apply it to make fashion communication solutions is the basic idea of this module.

 

Contemporary Fashion Landscape

 

This module will discuss contemporary issues in fashion which will encompass, but not limit to, feminism, gender studies, music, beauty, sexuality, theories of race and racism, aesthetics, politics, economics, social issues, and projection of fashion in media. The module will also look at the relationship between body and fashion, the consumption of fashion and its production. The module will initiate a discussion of fashion and its complex intersections with identities and cultures.

 

Inter-disciplinary Practices

Inter-disciplinary Practices has basis on the challenges in relationship between human experience and digital technology which requires knowledge of more than one discipline to solve design problems. With a focus on communication of fashion, this module will deal with human-centred design and find methods to apply digital tools to communicate effectively. AR, VR, AI, future material & sensing technologies, co-design & participatory design methods and building digital media artifacts for experience will be core to this module. Students will build information architecture for fashion media using projects using techniques of interaction design, wearable devices and scenarios.

 

Professional Practice: This module prepares students for diverse fields of fashion media. It will help the student understand and put into practice a range of professional fashion media communications roles within an organization. It will delve into the role of fashion media professionals in industry, government and community environments. The students will have a long exposure of working of a media organization and be able to apply classroom learning in the industry.

 

Portfolio Development: This module involves preparation and enhancement of portfolio to meet professional requirements of fashion media industry for various job roles. It will include development of presentation skills, and job-seeking techniques. The process & techniques of work presentation accomplished in the previous years, which are relevant to give an accurate picture of the learner’s work as well as potential will be part of this module. The student will gain an understanding of portfolio presentation choices based on their specific area of interests in the fashion media industry.

Major Project (Double Capstone): This module will guide the students to draw upon and integrate the learning of the modules completed in previous semesters and apply these to identify, innovate fashion media solutions. The objective of capstone project in fashion media is to encourage students to think critically, solve problems, and develop an integrated design deliverable along with its marketing plan. The project will require student to undertake research on a specific topic in fashion media and design fashion communication solutions to fulfill need-gap concluded in the research.

 

 

 

 

 

Career Path

Our 360° comprehensive learning-based model opens up multiple avenues and opportunities for students.

Career image
  • Fashion Journalist

  • Event Designer

  • Assistant Producer

  • Fashion Photographer

  • Producer for Fashion Films

  • Content Developer

  • Online Journalist

  • Digital PR

  • Social Media Strategist

  • Fashion Writer / Correspondent

  • Stylist / Shoot Coordinator

  • Production Assistant

  • Fashion Researcher