Farah x BA (Hons) Fashion Marketing and Content Creation
- Written byUna Lote Andzane
- Published date 05 July 2025
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To celebrate their new archive collection, Farah invited first-year BA (Hons) Fashion Marketing and Content Creation students to develop a digital, social media-focused launch strategy.
The BA (Hons) Fashion Marketing and Content Creation course offers a unique fusion of business acumen and creative flair. With employers increasingly seeking graduates with versatile skills, the course is ideal for those pursuing a career in the fashion business with a strong eye for creative communication and marketing.
Students were briefed by Farah’s Creative Director, Christopher O’Brien, to develop a content strategy which reached younger audiences while staying aligned with Farah’s brand values. Their research was showcased through pitch presentations, following an industry-standard format that covered objectives, challenges and opportunities, target audience, key business questions, visual development, and more. Students quickly identified ways to enhance Farah’s presence on platforms like TikTok and suggested challenge-style content to draw more customers to the brand’s flagship store.
Farah provided access to archival garments and formative feedback throughout the project to help shape students work. On presentation day, tutors shortlisted 20 standout projects, from which Farah selected three winning proposals — with each student receiving a cash prize. The brand was particularly impressed with the quality of the video content featured in the students' campaigns.
This collaboration offered first-year students a hands-on introduction to content creation and storytelling, simulating a real industry process. Students worked with real products and were expected to conduct research and ideation as an in-house marketing team would. This meant learning to produce branded content, navigate potential challenges, and boost brand awareness.
Meeting the Farah team gave students insight into a professional marketing department and an opportunity to contextualise learning for their futures:
“While we could try to teach it, they would not fully understand it unless they see it for themselves. It’s also incredibly valuable to hear feedback from the brand itself, especially for a first-year who hasn’t had much industry exposure,” — Lucy Finnegan, Course Leader for BA (Hons) Fashion Marketing and Content Creation
Working with an industry partner helped students understand the limitations and expectations of real-world projects. Unlike their other university assignments, which typically offer full creative freedom, this collaboration required adherence to brand guidelines and parameters. As a result, students took the project more seriously and reconsidered their understanding of branding. Although the initial stages were challenging, feedback showed that students ultimately felt positively about working with a real-life client.
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