Fashion Image, Styling & Advertising in Fashion
PATHWAY* · ADVERTISING IN FASHION
Additional study for core course · 2 weeks
Participants will be introduced to the role of the commercial stylist, working on the preparation of an advertising concept, from idea to realisation. They will look at the planning and implementation of an advertising campaign and gain knowledge about how to approach the styling skill in the commercial field through a brief analysis of different advertising tools, such as adv. campaign, look-book, advertorial and video-adv. Participants will be introduced to different advertising styles, from high fashion to street- style brands, and commercial brands (not only fashion), looking at styling and marketing perspectives with a focus on trends, brand identity, consumer target and image strategy.
In the second week participants will select and work on a designer / brand to illustrate the concept of the collection, the DNA of the brand, the identity and target consumer. Participants will work to ascertain brand identity through image analysis, and trends and business reports in order to present a styling proposal for an advertising campaign. The proposals will be discussed in different work-groups and one selected proposal from the group will be developed during a final shooting. The project aims to give participants an understanding of a real approach to the creation of a commercial image, relating to a real fashion brand with the make-up of a hypothetical campaign image.
*Pathways are 2-week study courses that focus on a particular theme or skill within a ‘core’ study area. Participants choose pathways as an add-on to their core course in order to undertake further study in their chosen subject.
This course aims to provide participants with an understanding of the stylist’s role in the current fashion market, investigating the various career options. There is a particular focus on the introduction to editorial and personal styling. Participants will gain knowledge on how styling and fashion image are used to attract a global fashion audience, whilst also gaining individual styling knowledge (personal identity). The course looks at various areas such as concept development research, visual presentation skills and practical styling outcomes. Historic fashion styles as well as key looks and trends are also introduced.
COURSE THEMES · CORE COURSE
Style overview: participants study and explore key periods in history that represent past, present styles, future fashion trends and the elements that characterize and influence them. In order to fully 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, as well as conducting iconographic research on.
Personal identity: participants evaluate the different types of human faces and bodies and are introduced to the skills and techniques used to enhance particular physical features such as hairstyling and make-up. They will gain an understanding of the fundamental elements used to dictate a style (i.e. the importance of colour, silhouette, accessories and their combination) and key notions in photo shoot planning and narrative.