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.
The fashion industry needs compelling images to build brands, tell stories, make emotional connections, and most importantly, to sell. This course is a fast-paced and practical introduction to Art Direction for fashion, led by a leading creative art director...
Taught by: Schelay McCarter.
The fashion industry needs compelling images to build brands, tell stories, make emotional connections, and most importantly, to sell. This course is a fast-paced and practical introduction to Art Direction for fashion, led by a leading creative art director. You will discover how to plan and execute your art direction project to the standards demanded by today’s fashion industry. You will explore the history of fashion photography right up to the work of contemporary photographers, learning how their work impacts on fashion-focused image production today. And you will get and overview of the practical skills - interpreting briefs, casting models, finding locations, working with stylists and photographers - that you need to succeed. Suitable for both beginners and more experienced students, this course is a must if you want to find out more about how to manage creative projects in the world of fashion communication.
You will develop your own project during the course, with practical and personal guidance and feedback at every step. Your final project will be reviewed by your tutor Schelay McCarter, and if you complete your work to set timeframes and standards, you will receive a valuable endorsement from your tutor on your professional profile on LinkedIn, as well as a Central Saint Martins certificate.
Who should take this course?
The course is for fashion industry enthusiasts, including those already currently working in the sector, and creative image makers and stylists who want to learn more about art direction in fashion. It is a great opportunity to networking and collaborating and would be of interest to fashion brand managers, film makers, photographers, graduate students and fashion retail staff.
Level: All levels.
You must have a good command of spoken English.
- Visual Literacy - what is your USP as an individual image maker
- Brain storming using catwalk trends
- The business of fashion - how it really works
- Guidance of basic lay-out design for publication
- Psychology of image creation
- Jobs - where to look
- Technological trend developments
- Weekly research tasks
- Individual online tutorials
- The three stages of a fashion shoot plan
- Online group critiques and discussion
- The production - how to time manage - how to cost a shoot
- Reviews and feedback
- Presentation Guide - how to sell your ideas
- Hand-outs to form an Art directors handbook of useful data
- LinkedIn endorsement from an industry professional
8 weeks: 1.5 hours of live class per week. The course is 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
Read more about this course on the CSM Short Course blog http://csmshortcourses.myblog.arts.ac.uk/. Also, after the course you will be invited to join 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. You can also follow Schelay McCarter on her blog, Fashiontent, Instagram and Twitter
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.arts.ac.uk/csm/courses/short-courses/short-courses-online/frequently-asked-questions/.
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, fashiontent and LinkedIn for more information, including reviews and student feedback.
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
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/)