Art Direction For Fashion (Online)

Online courses occur as a live session for 1.5 hours each week, during which time you will interact with your tutor, classmates and course content using in-built audio and video chat, instant messaging and the virtual work display area.

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An Art/Creative Director is a creative person who interprets a client brief, casts models, finds locations, works with photographers, stylists, hair and make-up artists and 'directs' them all to realize the client-approved concept. By working through the key stages of a professional art/creative direction project, students will plan a photography shoot, put together a presentation and finally present the concept boards...

Taught by: Schelay McCarter.

Description

An Art/Creative Director is a creative person who interprets a client brief, casts models, finds locations, works with photographers, stylists, hair and make-up artists and 'directs' them all to realize the client-approved concept. By working through the key stages of a professional art/creative direction project, students will plan a photography shoot, put together a presentation and finally present the concept boards. Important details such as where to find your creative team, technical considerations, fashion trend awareness, image rights, costs, lead times on jobs, how to brain storm ideas and the needs of your client will be looked at in detail.

In order to understand the job of an Art/Creative Director in the fashion promotion industry we will explore who are the key 'movers and shakers' currently, and compare and contrast editorial, brand and retail photography used in a variety of visual media. We will look at the history of fashion photography since the 1960s and examine how it impacts on fashion promotion today. Top tips on how to do your own trend research and develop a proactive approach to fashion promotion innovation and where the job hotspots in the industry are will also be covered, as well as advice on how to present your work in a professional style.

The interactive on-line course environment will grow week by week as the tutor provides expert teaching and commentary on the subject in a virtual classroom accessible 24/7, encouraging the students to engage during the lesson and through one-to-one and group critiques of their work and others. A discussion area and a range of easily accessible resources, including recordings of previous lessons will support the students' learning journey.

Indicative Content:

  • Importance of photography
  • Brain storming using catwalk trends
  • Fashion history key areas of influence
  • Innovation and new developments
  • Case studies
  • Weekly research tasks
  • Individual online tutorials
  • Development and presentation of visual project
  • Online group critiques and discussion
  • Presentation skills guidance
  • Reviews and feedback
  • Hand-outs form an Art directors handbook of useful data

I would encourage you to follow the Art Direction for Fashion CSM London Facebook page where a creative tribe of past students reside, it is great for networking and sharing a common interest now and when you have been part of CSM world! You can also follow me on my blog, Fashiontent, Instagram and Twitter

Course Schedule 8 weeks: 1.5 hours of live class per week

1st week
Photography

2nd week
Brands

3rd week
Visual Media

4th week
The Team

5th week
Trends

6th week
Idea generation

7th week
Tutorial

8th week
Presentation

This course is being delivered on UK time.  To view more information and a live UK clock, please follow this link: http://www.timeanddate.com/time/zone/uk/london

Please refer to your joining instructions about getting set up for your first session. Further details about preparing for your online course, and the equipment you need, can be found here: http://www.csm.arts.ac.uk/short-courses-online/frequentlyaskedquestions/)

Tutor information

Schelay McCarter is an Associate Lecturer at the University of the Arts and has a commercial fashion branding background. This includes fashion forecasting, journalism and creative project management. Schelay was Senior Art Director/Designer for Marks and Spencer on Lingerie and Ladieswear before creating 'fashiontent' a fashion branding production company Clients : Marks and spencer, Bloomingdales, Saville Row, RHS, Boots, National Geographic, W H Smith. Photographers worked with Tim Brett Day, Kim Knott, Sean Knott, Tiffany Mumford, Emma Summerton, James Meakin, Kim Watson to name but a few. Please check out www.schelay.co.uk and fashiontent for more information






Materials

Please have ready for the first session:

  • Pen & paper
  • Start collecting and putting aside a selection of fashion/life-style
    magazines for example Vogue (UK, Italian, French), Marie-Claire, Elle, Red,
    Wallpaper, ID, Dazed and Confused, plus any other magazines that inspire
    you. Don't feel you have to buy a huge selection of current ones, one or two
    will do from this year or from last.
  • Look at www.vogue.com to be in touch with current fashion news.
  • Camera - (not essential but if you have one please have it available)

You will also need in later sessions:

  • Two A2 Poly-boards (don't buy this until you have discussed this with the tutor)
  • Sellotape (clear adhesive tape)
  • Pritt stick (paper glue stick)
  • Metal ruler
  • Scalpel (with cork protection)
  • Cutting mat
  • Scissors
This course is being delivered on UK time.  To view more information and a live UK clock, please follow this link: http://www.timeanddate.com/time/zone/uk/london

Please refer to your joining instructions about getting set up for your first session. Further details about preparing for your online course, and the equipment you need, can be found here: http://www.csm.arts.ac.uk/short-courses-online/frequentlyaskedquestions/)

Details for booking

DateDay of WeekTimeDurationCostStatusLocationAction
29/09/2016 - 17/11/2016Thursday17:00 - 18:308 Weeks£520Available Online Add to Basket