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Styling And Creative Direction

This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.

Subject Code:


Subject Aim:

Having a clear creative message is a vital requirement for any fashion retailer or brand. Delivering products that reflect the brand image that is well loved by consumers, requires buyers and stylists to demonstrate an understanding of not just the latest trends, but insight into the needs and wants of their customers’ buying behaviour and lifestyles.  Knowledge of how customers work, eat and live in your range, along with effective styling techniques delivers to a consumer’s lifestyle, drives intrigue and leads to the eventual purchase of products.

The aim of this subject is to provide students with the knowledge and understanding of working in the fashion and trend focused retail environment including clothing and accessories. This subject examines creative development including fashion stories and range plans. Topics covered include creative and brand direction, case studies of style icons, personal and commercial styling techniques, fashion history, trend forecasting, merchandising and visual storytelling.

Learning Outcomes:

a) Describe the basics of photography, event, editorial and personal styling

b) Use the fundamentals of the design process for fashion

c) Prepare a client brief and understanding their needs including body shapes and how to customise trends

d) Analyse the latest fashion trends and forecasting approach

e) Outline a creative vision and fashion brand

f) Examine how technology and sustainability is shaping styling and the future of fashion

Student Assessment: