Brief

Brief

Module 3 Fashion and Communication 1

Briefing

Fashion communication varies from accepted conventions of editorial commentary and launch to dramatic and abstract visions, taking many forms; from graphic design to moving image, and event management. As forward-thinking creatives, you will need to challenge and investigate the communication of fashion concepts using new media, applying innovative processes and methodologies, in order to create effective advertising campaigns, and events alike.

You are asked to work in groups of two on a collaborative brief. Your task will be to create 1 final styled photograph which features 4 items, reflecting your unique interpretation of the concept ‘northern souk’ – A celebration of Sheffield street style and culture. Your work will be exhibited at the end of the module.

In your groups, you will be presenting 1 final image, showcased in a visually engaging manner, relaying the chosen concept.

Your outcome will support by other deliverables, including a 60 second concept film, mood boards, a creative strategy manual, promotional materials and presentations, all effectively demonstrating your unique interpretation of the concept ‘Northern Soul.’

Research and development

Create a Research & Development document which features a ‘behind the scenes’ insight into your project from start to finish. Evidence your engagement, understanding and development throughout, from initial briefing to eventual finalisation of your creative outcome. Use notes, annotation, sketches, mark-making, print-outs, swatches, primary & secondary imagery and screen grabs. Ensure your document clearly demonstrates your process and key decision making.

Requirements: Produce a physical research & development document, or online blog.

Individual

Consideration: Consider: Briefing Meetings Tutorials Workshops Seminars Peer Reaction Concept Narrative Content Research + Film Creative Strategy Styling Photography Mood boards.

Creative exploration

Demonstrate your idea and Concept Exploration through a combination of visual and written communication. Express your intentions through considered use of image references, sketches, diagrams and quotations. Ensure that your proposals are clearly articulated and supported by considered rationale.

Requirements: Create 7 visually informing Mood boards accompanied by short paragraphs summarising their meaning. These should effectively reflect your thoughts and ideas.

Individual

Consideration:

1.       Northern Soul

2.       Concept

3.       Styling

4.       Photography

5.       In store display

6.       MUAH

7.       models

Creative Realisation 1

Building upon your concept exploration, showcase the Creative Realisation of your ideas within a primary outcome in the form of moving image. Ensure to document the creative realisation process, and any revelations which occur during this execution.

Requirements: Create a dynamic 60 second conceptual Film, and a GIF which effectively communicates your interpretation of ‘Northern Soul’.

Group

Consideration: Northern Soul, Narrative, Content, Concept, Technical Skills, Location, Styling, Photography, Muah, Models.

Creative Realisation 2

Building upon your concept exploration, showcase the Creative Realisation of your ideas within a primary outcome in the form of a Styling Photoshoot.

 Requirements: Create a series (including 1 final image) of Styling Photos based on your interpretation of ‘Northern Soul’. Your images will feature at least 4 garments of your choice, reflecting ‘Northern Soul’.

 Your final image should be printed A3 and being included in your Creative Strategy Manual.

Group

Consideration: Northern Soul, Narrative, Concept, Location, Styling, Photography, In-Store Display, MUAH, Models.

Strategy

Create an accurate Strategy which outlines your concept proposal and intentions whilst justifying a functionality within its defined target audience. Consider a multidisciplinary approach that utilises medium(s) and methodologies relevant to your area of focus.

Requirements: Create a 20 page (minimum) professionally printed Creative Strategy Manual, which effectively communicates the concept of ‘Northern Soul’ through the core elements listed below.

You are also required to produce a range of Promotional Materials to promote an exhibition, based on your interpretation of ‘Northern Soul.

Individual

Consideration: Core (Mandatory): Northern Soul, Concept, Rationale, Styling & Photography, Visual Display, Promotional Materials, MUAH, Models, Location

Presentation

Showcase your module progress, outcome or conceptual vision in a visual/oral Presentation to your tutor and peers.

Requirements: You are required to pitch two 5 minute presentations throughout this module; one for your Formative Feedback Point and a final summative presentation to your peers and tutors.

Presentation 1 (Formative Feedback Point): Create a 5 minute visual presentation to your tutor and peers, which showcases your understanding of ‘Northern Soul’, and photography and styling outcomes ahead of the exhibition.

Presentation 2 (Summative Point): Create a 5 minute visual presentation to your tutor, and peers, following the exhibition, which showcases all of your group led project work, including; final concept, photography & styling outcome, conceptual film, whilst discussing your learning and development process, planning and project management, group work and anything else you see of value.

Group

Consideration: Character, Concept Skill-set, Professionalism, Methodology, Highlights, Practice, Confidence, Process, Group Work

Module aim

This module will hep you develop a practical appreciation of CAD and visual skills, relevant to visual communication, layout and image manipulation in a fashion promotion context. Elements such as branding, events, styling, graphics and the creative use of digital software will help you engage in this fashion communications and promotion project that will help you demonstrate your understanding of your audience.

Learning outcomes

Acquire, select and interpret knowledge of the principles, theory and practice of fashion communication and visual communication methodologies that underpin fashion promotion.

Apply knowledge and understanding of fashion communication and promotion to group projects individual contributions and presentations.

Demonstrate appropriate and effective use of (CAD) software and digital media techniques and the ways in which these technologies offer fresh opportunities in the synthesis of ideas.

Demonstrate effective time management and organisation skills

Submission date

Thursday 16^th May, TBC:

1.       Research file

2.       Mood boards

3.       Film

4.       Styles photograph

5.       Creative strategy

6.       Presentation