Creative Direction & Digital Storytelling
The Creative Direction & Digital Storytelling course focuses on image and the development of style in fashion, along with key business practices that contribute to the success of luxury brands. Understanding the role and influence of the fashion stylist within a business environment gives participants insights into the impact of image in the fashion industry.
Participants learn how to evaluate, enhance, and complement physical characteristics to develop an individual style and create a cohesive look. They are introduced to the business aspects of styling, including fashion brand identity, brand image, collection positioning, competitor analysis, and merchandising.
SHANGHAI
The course begins with an overview of historic and contemporary influences. Understanding context and social evolution and how this influences fashion consumption is an important part of this course. Participants study and explore key periods in history that represent past and present styles, future fashion trends and the elements that characterise and influence them. Furthermore, to understand the role of the stylist participants will be guided in sourcing and collating information from research tools such as books and fashion magazines and through specific virtual domains relevant to fashion and luxury. Students also learn about the practical reality of working as a stylist and explore the limitations of presenting clothes on bodies.
The following weekend starts with a deeper analysis of promotion strategies and the main actors involved in the Fashion System of communication. Participants look at critical factors defining the success of some leading international brands as well as brand image. At this point in the course participants also begin to bring together their research from the previous week to define a particular individual style as well as conducting iconographic research and understanding key notions in photo shoot planning and narrative. Students also learn how luxury fashion houses leverage promotion and visual language. They choose a luxury brand as format for their campaign shoot.
In the final weekends, participants examine key practices in the marketing and communication of image and style, as well as essential components in distribution, such as organizing PR events. Participants also can consolidate their style research (focusing on the significance of colour, silhouette, accessories, and their combination) and present an individual style concept aligned with their Creative Direction proposal. They will compile their work for presentation, which includes:
- An editorial story featuring a 4-page spread (Magazine)
- Three narrative posts (Social Account Magazine)
- understand the contemporary fashion system with its important business practices.
- analyse creative imaginary of contemporary fashion and art.
- elaborate a complete communication plan for a fashion magazine.
- produce diverse contemporary fashion images illustrating a fashion brand.
- understand and put History of Fashion and Luxury into a contemporary context.
- Social Media Content creator
- Art Direction
- Visual media
- Fashion Styling
- Fashion Communication
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