BA (Hons) Creative Direction for Fashion

Location: LCF
Start date: September 2017
Course length: 3 years
UCAS code: W290

Places available

This course is still accepting applications for 2017 entry.

Explore the role of creative direction within fashion communication. Develop skills and knowledge to produce imaginative creative outcomes across a range of new and traditional media.

About this course

The BA (Hons) Creative Direction for Fashion course is situated in the School of Media and Communication and focuses on how creative direction is used to communicate messages about and around fashion. In the context of this course, creative direction refers to the strategic use of communication design in order to attract and engage audiences whilst ensuring the intended message is clear and compelling. The impacts of social and cultural trends, globalisation and emerging digital technologies within fashion communication are central to the course.

In order to prepare graduates for a wide range of positions within fashion media and communication and related creative industries, students on the course are exposed to a variety of concepts, skills and techniques. This includes the fundamentals of visual communication and design principles, and their application in the context of publications (magazines, websites, mobile apps), spaces (retail, experiential) and brand identity. We cover graphic and interface design, moving image, photography, sound, performance and interaction design. The course provides an understanding of brands to ensure that students develop into skilled designers with an awareness of markets and audiences, and the confidence to propose innovative and forward-thinking concepts. The practical aspects of the course are supported with intellectually stimulating ideas around contemporary creative practice and cultural and historical studies.

Fees & Funding

Home / EU£9,250 per year

International£17,920 per year

Scholarships9 available

Find out more about fees and funding

Student Stefano Colombini talks about his experiences of the course.

Course Leader Jason Kass gives an introduction to the course

Machine-A / Claire Barrow, by Filip Lelitzki - BA Creative Direction for Fashion, 2016. View Showtime profile.

Lea Sorli, Soundcapes Retail Extension for Fuastine Steinmetz - BA (Hons) Creative Direction for Fashion - view Showtime profile.

Arrangement of foods for tasting on a brown surface on this creative direction course
Raquel Sanchez Cerqueiras, 2014

Raquel Sanchez Cerqueiras, 2014 - view Showtime profile

Graphic work
Eddy Bruzas

Digital presence for PETRIe magazine -an Inventory of Art Culture Film Music and Style byEddy Bruzas, BA (Hons) Creative Direction - view Showtime profile.


  • LCF Library

    Take a tour of LCF's world renowned fashion library, ideal for research and study.

  • Media facilities at Lime Grove

    Take a tour of Lime Grove's media facilities from photographic studios to darkrooms.

  • LCF's social spaces

    Explore our social spaces, for collaborative study and breaks, across our six sites in London.

Content & Structure

Team work and project management are important to the course and students are taught about aspects of production such as budgeting and risk assessment that are essential to the realisation of a creative vision. To further support students’ understanding of professional practice we aim to run a number of live briefs and collaborative projects each year. Recent collaborations have involved H&M, Knomi and the Victoria and Albert Museum. We offer regular guest lectures and host sessions and master classes with visiting practitioners from a range of disciplines. Recent visitors include Jamie Reid, art director of Dazed magazine, and Matthew Drinkwater from the Fashion Innovation Agency. In Year 2, students have the opportunity to undertake a work placement (for credit) of up to three months’ duration.

This unique course is delivered by a seasoned team of academics and practitioners with backgrounds in fashion, visual art, publishing, events, moving image, branding and communications. The course seeks students who are curious, motivated, experimental and willing to work hard both collaboratively and independently in order to realize their ambitions. There is scope for each student to pursue their individual interests whilst receiving a strong foundation in design and transferable skills that will benefit them long into the future. Students are expected to take advantage of the University’s many resources as well as the expanded classroom that London provides. Lectures and seminars run a minimum of two days per week with a third day designated for technical delivery, leaving ample time for students to develop their projects and take on part-time employment if desired.

BA (Hons) Creative Direction for Fashion is based at Lime Grove in Shepherd’s Bush, just west of Holland Park and Notting Hill. The area, which is rich in cultural influences from across the world, is home to Shepherd’s Bush Market and the many fabric shops lining the Goldhawk Road. There are numerous restaurants, cafes, delis and food stores, as well as the market, which reflect the many cultures of the people living there. Nearby is the Shepherd’s Bush Empire, an excellent venue for live bands, and the Westfield Shopping Centre, one of the largest retail complexes in Europe that caters for the luxury market as well as the high street. Holland Park with its Orangery and Leighton House Museum are both worth visiting.

Students on this course might be invited to participate in study trips. This may involve, for example, visits to key areas of capital cities, factories, stores and museums. Attendance on these trips is not compulsory but recommended. Details regarding timings and costs will be issued closer to the relevant trips.

Course Structure

Year One - Stage One - level 4 - 120 credits

Term One: Introduction to Fashion Communication (20 credits); Visual Communication for Fashion (20 credits)

Term Two: Introduction to Cultural and Historical Studies (20 credits); Fashion Interfaces: Page and Screen (20 credits)

Term Three: Fashion Spaces (40 credits)


Year Two - Stage Two - level 5 - 120 credits

Term One: Cultural and Historical Studies Option (20 credits); Fashion, Brands and Audiences (20 credits)

Term Two: Situating Your Practice: Communication Placement / Situating Your Practice: International Study Communication / Situating Your Practice: Simulated Professional Practice (40 credits)

Term Three: Research Methods for Creative Direction for Fashion (20 credits); Future Directions (20 credits)


Third Year - Stage Three - level 6 - 120 credits

Term One: Final Major Project: Research and Development (20 credits)

Terms One and Two: Cultural and Historical Studies Dissertation (40 credits)

Term Two and Three: Final Major Project: Production and Evaluation (60 credits)

Programme specification

BA Creative Direction for Fashion Programme Specification (PDF, 167KB)

Learning and teaching methods

  • Academic skills, design thinking for textiles and other workshops
  • Brainstorming sessions
  • Briefings, tutorials and feedback
  • Collaborative group project work
  • Lectures and seminars
  • Library and workshop inductions
  • Museum, gallery and other visits
  • Online learning
  • Presentations
  • Research methods
  • Studio teaching

Assessments methods

  • Blogs
  • Essays, reports and dissertation
  • Final show examination
  • Mid-year reviews
  • Peer assessment
  • Portfolio of work
  • Presentation
  • Student self-evaluation
  • Tutorials



Jason Kass, Course Leader

We encourage constant experimentation, both conceptually and in terms of materials and processes, which provides students with the opportunity to become reflective and informed practitioners.

Jason Kass, Course Leader

The extensive facilities at Lime Grove that support this course include the Mac suites, photography studios, edit suites, sound studios and other specialist areas which can be utilised if required.

Jason Kass is the Course Leader for BA (Hons) Creative Direction for Fashion and is both an experienced academic and industry practitioner. Originally from New York City, he began his career doing freelance design and production for a range of clients including MTV and GB65, where he contributed to campaigns for Dsquared2 and Pepe Jeans. He held a brief position in the art and photography departments of GQ magazine before taking on a role at Visionaire Publishing. There he oversaw the production of V and VMan magazines and had the opportunity to manage collaborations with brands such as Mini Cooper, Krug, Lexus and Lacoste. Before moving into academia and making London his home, Jason held a managerial position in a creative post- production studio with commercial clients including Marc Jacobs, Ralph Lauren and Estée Lauder.

Jason holds a BA in Art History, a BFA in Studio Art from Tufts University and an MFA in Computer Art from the School of Visual Arts in Manhattan. He is currently completing a PhD at Winchester School of Art (University of Southampton), joint-supervised in the schools of art and psychology.

Daniel Caulfield-Sriklad is a creative producer and researcher with multidisciplinary experience in physical and digital communication design within the cultural and creative industries. Following his undergraduate degree in Communications and Image-making, Daniel completed an MA in Fashion Curation from the University of the Arts London (2013). His research has explored the potential for digital technology to communicate the sensorial, tactile and embodied nature of dress and led to being awarded a Fulbright scholarship to work with The Drexel Digital Museum Project, Philadelphia, USA (2015). He has specialised in digital and multidisciplinary methods of curation and content creation and produced solutions for UK and international clients and collaborators including: White Line Projects, Southbank Centre, Centre for Sustainable Fashion, Centre for Fashion Enterprise, Royal Albert Hall and P1 China. Daniel’s work continues to explore the boundaries of physical and digital space while prioritising the human experience that is central to communication design.

Kim Coleman is an artist working predominantly in expanded moving image, light installation and performance, Kim’s work scrutinises the mechanics of collaboration, focusing on how people and things perform. Solo works and collaborative works with Jenny Hogarth have been commissioned by ICA (London), Kings Cross (London), Frieze Foundation (for Frieze London), (London), Edinburgh Art Festival, and Glasgow International Festival. Kim holds a BA (Hons) Fine Art from Edinburgh College of Art (2001) and an MA Fine Art from Chelsea College of Art & Design (2008).  With Jenny Hogarth, Kim was a LUX Associate Artist (2009/10) and a NGS Artist Fellow (2011). For searchable histories of Kim's research and further information on current projects, visit and Kim has been Visiting Practitioner at numerous HE institutions including Glasgow School of Art; VIA, Denmark; Bath School of Art, and Grays, Aberdeen. 

Kelly Dearsley is the Programme Director for the Fashion Communication courses, which include BA (Hons) Creative Direction for Fashion, BA (Hons) Fashion Public Relations and Communication and MA Fashion Media Practice and Criticism. Kelly began her career as an advertising executive in the 1980s working with clients in the film and entertainment industries. She returned to study Fashion Photography at London College of Fashion and has worked as a freelance photographer for publications including Guardian, Vogue Pelle and ID magazine. She has made a number of short films which have been shown at film festivals across the world, including Leeds, Liverpool, Greece, Sweden, London, Slovakia, Croatia and Brazil. Her most recent new work ‘I’ve a Feeling We’re not in Kansas any more’, a fine art installation/performance was devised and performed in Glasgow at the New Territories International Festival of Live Art in March 2011. Kelly is currently studying for a PhD at LCF. Her research, a comparative study of the reading practices and reception of fashion media in print and digital formats, will be a wholly written thesis that uses phenomenology as a methodology to explore the reception of fashion media paying particular attention to the role of new media in this process.

Antony Price is an accomplished photographer and post-production digital artist with over 15 years of industry experience. Past clients include The Face, Mixmag and Dazed & Confused. His expertise spans the areas of photography, film, editing, post-production, page layout, graphic design, typography and visual projection. Antony’s specialist skills are currently combined in his role as Creative Director of audio-visual company Anomalous Visuals and studio A_SPACE. Antony is also an experienced DJ with a background in promotion and an interest in London club culture. He is a nightlife photographer with an extensive archive of photographs that chart the evolution of London's musical subcultures from the 1980's to the present day. This archive has been the focus of two major exhibitions.

Charlotte Troy has a background in both fashion communication and art publishing. After graduating with a degree in Womenswear Design, she made clothes and accessories that were sold around the world, bought by celebrities and featured in magazines including i-D and Harper’s Bazaar. She also worked as a stylist receiving commissions from editors including Isabella Blow for the Sunday Times. In 1997, while working for Browns as a buyer and visual merchandiser, she helped establish the concept of Browns Focus as a platform for emerging design talent. Charlotte soon became interested in art publishing and has published many books and projects for her own imprint, CT Editions. She has served as a consultant and editor, with clients including The Hayward Gallery, The Contemporary Art Society, Deptford X, The National Museum of Media, and Philippa and Grayson Perry. She has collaborated with artists and fashion creatives in her publishing projects including Alexandra Shulman, Philip Saville, Hans Ulrich Obrist, Linda Sterling, Ed Ruscha, Penny Martin, Edward Enninful, Susan Hiller and Amos Vogel. Charlotte holds an MA in Book Publishing and an MA in Contemporary Art Theory from Goldsmiths. She is currently developing ideas for a visual listings magazine and her research interests are in aesthetics and psychological freedom.

Visiting Practitioners and Guest Lecturers include:

Guest Speakers and Visiting Practitioners

Fees & Funding

Home / EU fee

£9,250 (2017/18). 

Tuition fees for undergraduate degree courses have been set at £9,250 per year for full-time study. This applies from the 2017/18 academic year, subject to changes in the law. Tuition fees may increase in future years for new and continuing students, in line with an inflationary amount determined by government. Please visit our Undergraduate tuition fees page for more information.

International fee

£17,920 (2017/18).

Additional costs

In addition to tuition fees you are very likely to incur additional costs such as travel expenses and the cost of materials. Please read the information on our additional costs page.


Find out about the accommodation options available and how much they will cost.

Scholarships and awards

There are a number of scholarships and awards available to students on this course. Use our search tool to find out more information.

Scholarships search

This section includes information on how to apply, course entry requirements, selection criteria, information about interviews and portfolio advice.

Home / EU applicants

You must apply through Universities and Colleges Admissions Service (UCAS), where you’ll need the following information:

  • University code: U65
  • UCAS code: W290

Go to ‘Apply’ from the UCAS home page, where you will be able to register and create a password that gives you unique access as you complete your application form.

Contact us on: 

Telephone: +44 (0)20 7514 7973 / 7582 / 7344

Or you can use the UAL Course Enquiry Form

For full details on the application process, visit the Undergraduate application page or contact the UAL admissions team who can answer any specific questions that you may have regarding LCF's courses tailored for international students. This can include guidance for your portfolio, advice on the application process and fee advice. We offer a ‘drop-in’ facility for applicants who may be in London and wish to obtain further course and admissions information. 

Course Entry Requirements

Entry to this course is highly competitive: applicants are expected to achieve, or already have, the course entry requirements detailed below.

The standard minimum entry requirements for this course are:

  • Two A Level Passes at Grade C or above; preferred subjects include Art, Design, English, and Maths;
  • or a Pass Foundation Diploma in Art and Design;
  • or Merit, Pass, Pass at BTEC Extended Diploma preferred subject Art & Design;
  • or Pass at UAL Extended Diploma; Access Diploma or ’64 tariff points from the Access to HE Diploma;
  • or 64 new UCAS tariff points (equivalent to 160 old UCAS tariff points) from a combination of the above qualifications or an equivalent full Level 3 qualification;
  • or equivalent EU or non-EU qualifications;
  • And three GCSE passes at grade A*-C.

Exceptionally, applicants who do not meet these course entry requirements may still be considered if the course team judges the application demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement; a strong academic or other professional reference; or a combination of these factors.

English Language Requirements

All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability when you enrol.

The level required by the University for this course is IELTS 6.0 with a minimum of 5.5 in any one skill.

Please visit the UAL Language Requirements page. Read carefully and look at the relevant documents.                          

Student Selection Criteria

What We Look For

The course team seeks to recruit students who can demonstrate:

  • A broad interest in fashion, visual imagery and an awareness of technology
  • An understanding of the need for a critical and analytical approach to the area of study
  • An approach suited to the demands of the course and the projected career futures

Portfolio and Interview Advice

For this course you will be required to upload a mini portfolio. Further instructions will be sent by the course administrator after application submission. 

For this course your portfolio should show evidence of: drawing / presentation skills; examples of creative visual imagery; research skills; experimentation; and engagement with technology for image production.

Applicants will be expected to demonstrate the following at interview: a strong interest in, and awareness of, contemporary fashion; a cultural awareness of society and current global issues; visual awareness evidenced through portfolio work; an interest in, and knowledge of, digital and social media; a motivation for working in creative media; and a motivation to succeed on the course. 

Interview Week

Interviews will be held at an off-site location in London to accommodate those applicants that have received an interview invite. Further details will be sent to you with your interview letter.

Please note that the majority of interviews for Home/EU applicants will take place in the week Monday 20 February to Friday 24 February 2017.

This section includes information on how to apply, course entry requirements, selection criteria, information about interviews and portfolio advice.

International Applicants

International applicants may apply through one of three routes only:

Further information on applying via UCAS is provided on the Applying through UCAS page.

If applying through UCAS, you will need the following information:

  • University code: U65
  • UCAS code: W290

For applicants who want to apply directly to UAL, the direct application form may be found here:

For full details on the application process, visit the Undergraduate application page.

Applications for the academic year 2017/18 will be accepted from November.

We continue to accept applications throughout the year, but please note that the equal consideration deadline was 15 January.

For full details on the application process, visit the Undergraduate application page or contact the UAL admissions team who can answer any specific questions that you may have regarding LCF's courses tailored for international students. This can include guidance for your portfolio, advice on the application process and fee advice. We offer a ‘drop-in’ facility for applicants who may be in London and wish to obtain further course and admissions information. 

What happens next?

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed on the entry requirements tab, under what we look for.

Depending on the quality of your application, you may be asked to submit a number of images of your work. If the course team wish to consider your application further, you will be invited to an interview where the course team will look at your portfolio and ask you questions to establish your suitability for the course. If you are successful at the interview stage you will be offered a place. Applicants are not guaranteed to be asked to upload work, nor are they guaranteed an interview.

Please note that if you are unable to attend the College may not be able to re-schedule.

If you applied through UCAS the result of your application will be communicated to you via UCAS through ucastrack. You will only receive further communication directly from the College if your application has been successful. This will be in the form of a full offer pack including details of accommodation, fees, and other important information.

Deferred Entry

Deferred Entry is normally only allowed in exceptional circumstances. Please contact us before you submit your application if you are considering applying for deferred entry.

Showing your work

All final year students are given the opportunity to profile their work online via Showtime. London College of Fashion can make no guarantee that your work (either in sum or in part) will be shown, exhibited or profiled in any way as part of your course. All student work appearing in College organised events, catwalk shows, exhibitions and other forms of showcase, is selected by a panel of senior staff and, in some instances, external industry judges.

Career paths

Graduates who wish to continue their education at postgraduate level are encouraged to progress to suitable courses within the College, the University or elsewhere.

Graduates from this course are well placed to take up a number of positions within the fashion media industry. Design and technical skills learnt on the course equip graduates to work as effective fashion communicators, where an overview of brand strategy and the ability to create and realise an effective creative vision across multiple platforms with a team of creative practitioners is required, for example, one of this year’s graduates has taken a position as Creative Researcher for Selfridges. Other graduate destinations include i-D Magazine, GQ China, Arcadia, Coach, PURPLE, Ralph Lauren.