• CollegeLCF
  • Start dateSeptember 2017
  • Course length3 years
  • UCAS code4T39

BA (Hons) Fashion Public Relations and Communication

Learn the skills to become a creative communicator and innovative strategist for fashion brands that are responsive to the changes and challenges facing today’s fashion industry.

About this course

The BA (Hons) Fashion Public Relations and Communication course is situated in the School of Media and Communication. The course gives you the opportunity to acquire knowledge and understanding of the various aspects of fashion communication, including communication and public relations theories, branding and the fashion industry, how relationships with various stakeholders are developed, the changing media landscape, the integrated nature of communication, crisis and reputation management, strategic planning, innovations in technology, developing and originating research, and fashion communication in a global context.

Kristin Blum, class of 2016 for the brand Fonnesbech.

Facilities

  • 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.

Course detail

You will explore fashion communication in cultural, social and business contexts, and this theoretical and practical work, together with your Cultural and Historical Studies, will ensure that you graduate with the professional and creative skills appropriate for PR and fashion communication. The course is taught by academic and industry-based experts, and there are excellent links with the industry through work experience, live industry-led projects, and an exciting programme of industry speakers.

Course structure

Year one  -  stage one  -  level 4  -  120 credits

Term one

Fashion Public Relations: Defining the Discipline and the practice (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

Creative Media Platforms (40 credits)


Year two  -  stage two  -  level 5  -  120 credits

Term one

Cultural and Historical Studies (20 credits)

Crisis and Reputation Management (20 credits)

Term two

Situating Your Practice: Placement/Situating Your Practice: International Study Media/Situating Your Practice: Fashioned Spaces (40 credits)

Term three

Research Methods for Media (20 credits)

Strategic Communication Planning (20 credits)


Year three  -  stage three  -  level 6  -  120 credits

Term one

Project Proposal: Fashion Public Relations and Communication (20 credits)

Terms one and two

Cultural and Historical Studies Dissertation (40 credits)

Term two and three:

Final Major Project (60 credits)

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 units

Year one

Fashion Public Relations: Defining the Discipline and the Practice unit introduces you to the role of public relations and communication in fashion. By looking at the structure of the global fashion industry and the influence of fashion communication on society, you will gain an understanding of the significance of the role of the fashion communicator. This unit will develop your knowledge of the core concepts and definitions of communication as well as the theories and models that currently inform the discipline. You will learn to distinguish the functions of communication and PR and how they interact, yet differ, from other disciplines such as marketing and advertising. Furthermore, this unit will make you aware of the various audiences and stakeholders the fashion communicator interacts with.

In the second term you will study two units.

Introduction to Cultural and Historical Studies introduces you to key concepts and ways of thinking about fashion and its context in society and culture. You will attend lectures, seminars and workshops, and do a significant amount of reading of academic texts in order to complete a formal academic essay for assessment. Completion of this unit will allow you to make an informed choice of subject for study in the second year Cultural and Historical Studies unit.

In Understanding the Fashion Brand you will explore the concept of branding in the fashion industry. Through studying brand models and theories you will begin to understand how brands create and maintain a distinctive voice and identity. You will develop your awareness of both the visible and tangible elements of a brand and the emotional and intangible elements that create a connection between brands and their audiences. You will explore techniques and the processes of brand analysis, and will learn appropriate technical skills.

In the third term you will do the Creative Media Platforms unit, which builds on your skills in researching and deconstructing brands. You will examine the relationship between the fashion communication industry and the media. You will develop an understanding of how fashion brands connect and communicate with audiences and tell their brand story through the use of various communication tools, techniques and platforms as well as through generating their own content. You will work in a group on a focused and creative communication campaign.

Year two

In the first term you will be able to study a Cultural and Historical Studies unit of your choice that will broaden or deepen your learning of areas relating to your interests in your chosen field. Options cover the broad cultural context of professional practice in media and communication. You will have the opportunity to participate in lectures, seminars and workshops with students from other courses within your School, and will read relevant academic texts and complete a formal academic essay for assessment.

Also studied in the first term, the Crisis and Reputation Management unit gives you knowledge and understanding of how fashion brands and corporations manage, enhance and protect their image and reputation through corporate communication strategies. You will acquire the tools to identify the internal and external issues, reputational threats and opportunities faced by brands and corporations. You will explore the ways in which they build their profiles using long-term strategies, and you will have the opportunity to apply this knowledge by developing an innovative response to a crisis.

Second term options:

Situating Your Practice: Communication Placement unit provides an opportunity to apply previous learning in a professional work environment. You will gain a deeper critical understanding and appreciation of professional practice within your discipline and in relation to contemporary debates and cultural contexts. The unit also demands a critical approach to the management of your own learning through reflection and planning as well as demonstration of suitable individual and collaborative professional working. The unit requires a minimum of 60 work placement hours.

Situating Your Practice: International Study Communication provides an opportunity to apply previous learning whilst studying your subject in a different institution. You will develop skills within your practice and gain credits for your current course whilst engaging with the academic culture of your host institution. The unit also demands a critical approach to the management of your own learning through reflection and planning.

Please note: we are unable to guarantee that every course will have an agreement with a partner host institution. As such, this unit is subject to availability. There will be a selection and application process for students who are interested in applying to take this unit of study.

Situating Your Practice: Simulated Professional Practice provides an opportunity to apply your previous learning and further develop your individual practice. The unit will simulate a professional working environment where you will be encouraged to collaborate with students across your course, programme and the wider University in order to respond creatively to a brief which will be detailed in your unit handbook. The unit also demands a critical approach to the management of your own learning through reflection and planning. 

Research Methods for Media provides an introduction to and an overview of a number of different research methods for the collection of material relevant to your final year studies. For Cultural and Historical Studies, the unit will assist in the preparation of your dissertation proposal through considering primary and secondary sources, ways of developing and originating research, and ways of realising the research appropriate to cultural and historical studies. You will also undertake research, both primary and secondary, that will inform the development of a public relations plan to be undertaken in the Strategic Communication Planning unit.

The Strategic Communication Planning unit gives you the opportunity to create a strategic communication and public relations plan that utilises the developments in technology that offer innovative opportunities for communication. You will consider planning frameworks, which will enable you to select and apply creative tactics to implement and evaluate your strategy. You will interpret and apply your findings from the Research Methods for Media to each stage of the planning process.

Year three

In the first term you will undertake the Project Proposal: Fashion Public Relations and Communication unit. Building on your research skills, you will choose a brand and develop a proposal for your Final Major Project. The focus of this unit is to identify a specific communication need for your brand, based on thorough and well-analysed primary and secondary research. You will evaluate and apply your findings to define a specific communication opportunity for your chosen brand, and develop a sound case for the direction of your final project, with an outline of a creative and targeted strategy. You will include a plan for further research and a projected schedule for the implementation of your strategy in your Final Major Project.

In the first and second terms you will undertake a major piece of written work for the Cultural and Historical Studies Dissertation unit. This allows you to demonstrate your understanding of the critical and analytical perspectives developed within cultural and historical theory, and how you can apply these theoretical perspectives in a specific study, which you will have already identified in the third term of the second year. The dissertation gives you the opportunity to undertake primary and secondary research that examines in depth cultural issues relating to a particular aspect of fashion, lifestyle, the body, performance or the media, and to produce a written piece of work that reflects the critical debates around your chosen topic.

The Final Major Project, undertaken in the second and third terms, gives you the opportunity to demonstrate your learning to date through a self-set and independently managed project. Building on the research you have already completed, you will develop the strategy outlined in your project proposal and realise it through an innovative and distinctive communication and PR campaign. This campaign will cover a twelve month period for the brand or organisation, and will include creative and viable tactics to address the issues and opportunities identified. You will demonstrate your final campaign visually, verbally and in writing in the execution of a professional presentation.

Staff

Sophia Plessas is the Course Leader for BA (Hons) Fashion Public Relations and Communication and has taught at LCF since 2009.  She has been a senior academic on a number of courses, specialising in Fashion Branding and Communication for the past ten years. Before embarking on an academic career, Sophia worked in the fashion industry as a freelance stylist and producer, styling, among others, Dita von Teese, Amanda Palmer and Shinghai Shoniwa for a number of international publications. She possesses extensive branding experience having worked for a leading New Product Development Agency, creating new ideas and concepts for major brands such as Topshop, Oxfam and Virgin, and as a PR executive for the design industry.

Niamh McEnery is a Senior Lecturer on the course, with over 20 years experience as a communications and marketing specialist within the fashion industry. After completing her studies, Niamh developed her career in PR working for brands as diverse as Max Mara, Wallis, Red or Dead, Office/Offspring footwear and Timberland. Her career has seen her operate in different contexts within the industry; from freelancing to working for boutique fashion agencies, in-house through to the large award winning consumer agency, Shine Communications. More recently Niamh has been the Marketing Manager for Timberland, overseeing and managing the communications in the UK and Ireland, as well as it’s Urban boot business for Northern Europe. Niamh is passionate and knowledgeable about CSR, employee engagement and business ethics, having gained experience through coordinating business community engagement programmes at Timberland, while managing the company's CSR agenda and volunteering events across Northern Europe. She continues to share her communications knowledge and skills through volunteering for a variety of community organisations and charities.

Stephanie Barker Fry is a fashion communications specialist with a career spanning twelve years. She has developed numerous communications campaigns for both contemporary and luxury fashion brands and honed her experience across a variety of companies including Sonia Rykiel, WGSN, Alberta Ferretti, Swarovski and The Bridge Co. Most recently, as Fashion Communications Executive at Swarovski, Stephanie collaborated with international designers including Mary Katrantzou, Marques Almeida and Rodarte, in managing the communication campaigns for the prestigious Swarovksi Collective Programme.  Stephanie continues to work in industry, nurturing emerging designers and currently consults with several brands in this sector.

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 the 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.

Associate lecturers

Agatha Connolly is a fashion PR and brand consultant. Agatha began her career working for the inimitable PR Mandi Lennard, where she worked with renowned fashion designers such as Gareth Pugh, Roksanda Ilincic and Henry Holland. Now freelance, Agatha has over 8 years of experience at the forefront of the industry working as brand consultant to the fashion designers Ryan Lo, as well as for other fashion, publishing and lifestyle clients including: LOVE Magazine (Condé Nast), M.A.C. Cosmetics and Supreme.

Vicky Batista has gained extensive experience within the fashion PR industry, working for PR agencies, brands and as well as a freelance brand consultant. Most recently Vicky was Head of PR at luxury menswear retailer Hackett London, developing and implementing campaigns both locally and internationally, over the last 14 years.  Vicky’s expertise includes understanding how to strategically position brands within a global market, and focus PR initiatives to create maximum brand awareness.  She has also worked with luxury brands including Fendi, Coach, Ozwald Boateng and Christophe Lemaire.

Guest speakers and visiting practioners

Sophie McElligott, Head of Communications, Dazed Media

Steve Monaghan, Director, Sane Communications

Lucy Dachtler, Senior Global Digital Marketing Manager, Jimmy Choo

Jane Fearnley, Associate Director, Ogilvy Public Relations

Stavros Karelis, Founder, Machine A

Joseph Delaney, Editor, Nowness

Sadie Williams, Fashion Designer, Sadie Williams

Marta Jakubowski, Fashion Designer, Marta Jakubowski

Jade Harwood, Co Founder and Creative Director, Wool & The Gang

How to apply

Opportunities for all

We are committed to making university education an achievable option for a wider range of people and seek to recruit students from diverse socio-economic, cultural and educational backgrounds. We are committed to supporting all our students in achieving their potential both during and after their courses.

Home / EU applicants

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

Applications are now open for 2018/19 entry.

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

  • University code: U65
  • UCAS code: 4T39

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 7344

Or you can use the UAL Course Enquiry Form

Please note that the equal consideration deadline was 15 January.

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

International applicants

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

Applications are now open for 2018/19 entry.

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: 4T39

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

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. 

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:

  • A Level Passes at Grade C or Above Preferred subjects include English, a foreign language and Media Studies;
  • or Merit Foundation Diploma in Art and Design;
  • or Merit, Merit, Merit at BTEC Extended Diploma (preferred subjects) Art & Design;
  • or Merit Pass at UAL Extended Diploma;
  • or Access Diploma or ’96 tariff points from the Access to HE Diploma;
  • or 96 new UCAS tariff points (equivalent to 240 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 Five GCSE passes at grade A*-C with grade C or above to include English.

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.

Applicants selected for interview will be asked to bring an example of their writing (academic or creative) and/or a creative project that they have worked on for discussion. You will be asked to leave a copy with the interviewers.

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 6.5 with a minimum of 5.5 in each 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:

  • An interest in fashion public relations and the communication of brands
  • A strong interest in fashion and how it is communicated to audiences, such as consumers and the media
  • An enthusiasm for writing and the potential to enhance their writing skills to the professional level required by a strategic communicator
  • An interest in culture, current affairs, trends and the media in all its forms
  • Strong interpersonal skills and the potential to develop a research-based strategy for the client

Advice for applicants selected for interview

Applicants selected for interview will be asked to bring an example of their writing (academic or creative) and/or a creative project that they have worked on for discussion. You will be asked to leave a copy with the interviewers.

Applicants will be expected to demonstrate the following at interview: what particular strengths you can bring to the course; your leisure interests and reasons for those interests; an awareness of different media and their capacity to influence public opinion; an understanding of strategic communications; your future ambitions in fashion communications; a knowledge of key players in this field; and an awareness of key influences in fashion today.

What happens next

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed in the Entry requirements and What we look for sections.

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.

Interview week

Applicants on some courses may be invited to attend an Interview. Further details will be sent to you with your interview letter, confirming location and date. International applicants should contact the Admission Office by emailing lcf.international@arts.ac.uk about portfolio requirements (if applicable), interview times and dates.

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.

Potential changes to course structure

Please note: the information outlined is an indicative structure of the course. Whilst we will aim to deliver the course as described on this page, there may be situations where it is desirable or necessary for the University to make changes in course provision, for example because of regulatory requirements or operational efficiencies, before or after enrolment. If this occurs, we will communicate all major changes to all applicants and students who have either applied or enrolled on the course. Please note that due to staff research agreements or availability, not all of the optional modules listed may be available every year. In addition, the provision of course options which depend upon the availability of specialist teaching, or on a placement at another institution, cannot be guaranteed. Please check this element of the course with the course team before making a decision to apply.

Webpage updates

We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, please use the enquiry form above.

Fees and funding

Home / EU fee

£9,250 TBC

This applies for the 2018/19 academic year.

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

£19,350

This applies for the 2018/19 academic year.

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.

Accommodation

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

Careers and alumni

Developing your skills

All of our undergraduate courses are concerned with the development of your personal and professional skills. On your course you will evolve from learning basic skills in your discipline through to a position where you are an independent creative thinker capable of making an effective contribution to the relevant sector of the fashion industry. Personal and Professional Development (PPD) skills are embedded in all units on every course. Speaker programmes with contributions from alumni, members of industry and others are a part of many courses, as are work placement opportunities in industry.

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

Career paths

Many graduates prefer to seek employment as soon as they have completed their undergraduate studies. Graduates from the previous BA (Hons) Fashion Public Relations course are now working with prestigious public relations companies, including The Communications Store, M&M Management, Hill and Knowlton, and the creative agency Exposure. With the changed emphasis of this revalidated course we are confident that graduates will be highly employable as strategic communicators in the global fashion industry.