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Undergraduate

BA (Hons) Creative Direction for Fashion

Close up shot of moulded shapes in a variety of pastel colours
Still from Alone Together by Jariel Ann | BA (Hons) Creative Direction for Fashion | London College of Fashion | University of Arts London
College
London College of Fashion
UCAS code
W290
Start date
September 2023
Course length
3 years

Explore the role of creative direction within fashion communication on this undergraduate course, which prepares you to become a skilled and imaginative creative professional.

Why choose this course at London College of Fashion

  • Skill building: you will develop proficient multidisciplinary skills within communication design, which will provide a wide range of graduate opportunities including: art director, trends and innovation researcher, experience designer, producer. Students will also build the range of skills needed to be proficient freelancers.
  • Industry links: you will have exposure to industry practitioners and have the opportunity to respond to knowledge exchange briefs. Past projects have included collaborations with H&M, the Centre for Sustainable Fashion, the Hyman Archive and the Victoria and Albert Museum.
  • Placement opportunity: in your second year on the course you have the opportunity to do an integrated work placement as part of your study.
  • Emerging technologies: This unique course gives students the opportunity to engage with emerging digital technologies and identify innovative opportunities for how they can be used within the fashion media and communication industry.

Course overview

Introduction 

BA (Hons) Creative Direction for Fashion focusses on concept generation and ideation, iterative design and proposing ideas that are globally informed and future focussed.  

What to expect 

  • Using the skills of communication design, interface design, art direction and speculative design, students will be equipped to identify, anticipate and respond to communication opportunities as strategic thinkers and skilled communicators for our ever-changing communication landscape. 

  • This unique course gives students the opportunity to engage with emerging digital technologies and identify innovative opportunities for how they can be used within the fashion media and communication industry. 

Work experience and opportunities 

Students’ are supported by industry briefs and collaborations throughout their studies. Recent collaborations have involved H&M, Knomi and the Victoria and Albert Museum. We offer regular guest lectures and master classes with visiting practitioners. Recent visitors have included Jamie Reid, Art Director of Dazed Magazine and Matthew Drinkwater from the Fashion Innovation Agency. Students will be given the opportunity to undertake a short work experience placement during their second year of study. This provides increased industry awareness as well as crucial experience and valuable contacts within the industry. 

Mode of study 

BA (Hons) Creative Direction for Fashion runs for 90 weeks in full time mode. It is divided into 3 stages over 3 academic years. Each stage lasts 30 weeks. 

Course units

Level 4

The units you will study in Year 1, Stage 1, Level 4 are as follows:

• Introduction to Fashion Communication (20 Credits);

• Communication Design (40 Credits);

• Fashion Cultures and Histories (20 Credits);

• Fashion Interfaces: Designing for Experience (20 Credits);

• Better Lives (20 Credits).

Level 5

The units you will study in Year 2, Stage 2, Level 5 are as follows:

• Critical Issues in Fashion Research (20 Credits);

• Art Direction for Fashion (20 Credits);

• Inside the Industry (20 Credits);

• Option: Situating Your Practice (20 Credits);

• Future Directions in Fashion Communication (40 Credits).

Level 6

The units you will study in Year 3, Stage 3, Level 6 are as follows:

• Research for Independent Project: Creative Direction for Fashion (20 Credits);

• Cultural and Historical Studies Dissertation (40 Credits);

• Independent Project: Creative Direction for Fashion (40 Credits);

• Final Presentation (20 Credits).

A 20-credit unit is approximately equivalent to 200 hours of learning time, which includes a mixture of taught time, independent study and assessment.

All students are entitled to a tutorial package that consists of:

• one induction tutorial (group or one to one);

• one tutorial per block for the duration for their course of study at LCF;

• group tutorials as required;

• an appropriate level of confidentiality.

Learning and teaching methods

The assessment programme is designed to follow the learning and teaching methods which are employed to support the integrated achievement of the course outcomes: 

  • lectures, seminars; 
  • workshops, practical demonstrations; 
  • group critiques, projects and peer feedback; 
  • tutorials; 
  • professional opportunities; 
  • and panel discussions.

Student and graduate work

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LCF BA (Hons) Creative Direction for Fashion Speculate Future Digital Experience

Does digital technology make us connect or disconnect from reality? How is our digital consumption contributing to our sense of wellbeing? Are there more creative opportunities in taking control of our data? BA (Hons) Creative Direction for Fashion collaborated with leading industry innovators and digital designers to explore these ideas through an exchange of knowledge.

UAL Insights: Graduating with Bola Martins

Bola talks to us about her final year as a Creative Direction for Fashion student and her hopes for life after graduation.

Latest news from this course

LCF facilities

  • Library, John Princes Street
    Library, John Princes Street Photography by: Ideal Insight
    LCF library and archives

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

  • Photo of the 3D effects studio at Lime Grove.
    3D effects studio, Lime Grove | London College of Fashion | University of Arts London
    Media and Communication facilities

    Explore our Media and Communication facilities at Lime Grove.

  • Canteen, Mare Street
    Canteen, Mare Street Photography by: Ideal Insight
    LCF's social spaces

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

  • LCF at Stratford Exterior Design
    LCF at Stratford Exterior Design
    LCF's move

    LCF is moving to a new single campus on the Queen Elizabeth Olympic Park in 2023. Find more information about the College’s relocation.

Staff

Shanu Walpita, Course Leader

With over 13 years of experience as a forecast director, creative strategist and editor, Shanu Walpita’s professional practice sits at the intersection of culture, consumer behaviour, product direction and innovation. Walpita has worked with leading global brands, media organisations and creative agencies on developing value-focused visions of today and the future. She is the co-founder of Emergence of Tomorrow, a visionary online discussion space and community think-tank. As an industry expert, Walpita’s words have been featured in media outlets including Business of Fashion, Highsnobiety, Dazed Media, Vogue, NY Times, The Observer and many others.

Mélodie Roulaud, Lecturer

Mélodie Roulaud is a London-based, French-born film director and photographer with a background in TV commercial campaigns, documentaries, fashion films and portraits. Their professional work focuses on representation, creative processes and lived experiences, all of which Roulaud expresses through a range of formats, including production, advertising, beauty and fashion. From working with a range of commercial brands including Dove, Hugo Boss, Tiffany & Co and Nowness to screening her films at festivals around the world, Roulaud has created work with a desire to challenge mainstream ideas of image creation.

Anthony Price, Lecturer

Anthony Price works as a multi-disciplinary creative – an academic, DJ and creative director of Anomalous, a studio, event space and integrative collective. Over the past two decades, he has gained experience across the fashion and music industries, including in editorial teams at Dazed & Confused, The Face and Mixmag as well as a freelancer. Price’s focus is on archival practices, specifically around club culture and underground dance music, which he articulates through forms of audio, visual and event production. Additionally, his academic research investigates the role of nostalgia within media, namely via the philosophical and political lens of hauntology.

Simone Konu-Rae, Lecturer

Working across creative direction and styling in the world of fashion media publishing, Simone Konu-Rae has been building her portfolio from the ground up – from assisting at publications including Harpers Bazaar, LOVE and Vogue to working as a freelancer for the likes of Vogue Italia, Sunday Times STYLE, i-D and Tank Magazine. In 2018, Konu-Rae founded ALSO Journal, an online platform focused on representation and diversity of women in fashion as well as focusing the spotlight on female creatives. In addition, she has led wardrobe and casting departments across a number of festival-featured short film projects.

Leigh Odimah, Lecturer

With a diverse portfolio of experiences that range from curation to PR and event marketing through co-founding a cult noughties brand Sexie Booda, Leigh Odimah brings a truly overarching perspective to education. Her industry reach is just as broad as she counts brands and artists across fashion, beauty, film,

music and television as her past clients. In her academic endeavours, Odimah has worked as a unit leader and on developing programmes as well as a mentor supporting students of colour as part of the School’s BAME mentoring project. Odimah is also an Associate Fellow in the School of Media and Communication.

Karolina Cialkaite, Lecturer

Both a design researcher and a research designer, Karolina Cialkaite merges her skills and experience in graphic design with an interest in cultural production and education futures. Examining systems across physical, digital and 2D experiences, Cialkaite’s work focuses on cross-disciplinary interactions. She plays the role of a creative connector in the design realm – working with everyone from curators and architects to scientists and psychologists. In addition, she is training as a psychoanalyst.

Charlotte Troy, Lecturer

Charlotte Troy’s creative practice is grounded in a curious and restless nature which is expressed across both her artistic and academic work. As a research-orientated educator and a Senior Fellow in Higher Education at UAL, Troy’s work addresses how contemporary theory forms the future of a creative and critical curriculum. This is rooted in pursuing student and facilitator wellbeing through the transformative potential of practising philosophy, arts and humanities. Troy also creates art herself – under the name Victorious Hermit, she works with mixed media; including textiles, ceramics and poetry.

Isabel Wharton

A forecaster, strategist, designer, and creative, Isabel Wharton is fascinated by culture, interdependent and non-binary thinking. As her experience suggests, Wharton’s work covers the intersections of multiple fields, including culture, identity and community. She art directed music festivals, zines and events at a young age, before bringing her presence into the fashion industry. Today, she is an active member of the ESEA (East & South East Asian) community, working with various groups and initiatives. Professionally, Wharton is very excited for the convergence of visual media, technology, sound, science, art, speculative thinking, climate and social issues.

Avril Bown

Avril Bown is a multi-disciplinary academic whose research explores the intersection of fashion, style and psychological processes, both historically and in current culture. Brown’s background ranges from delivering creative education to curating exhibitions and events globally, having worked with brands, institutions and sub-sections of society. Drawing on archival material, panel discussions, interviews, art and fashion, Brown is a leader in important cultural conversations happening in the industry and beyond.

Fees and funding

Home fee

£9,250 per year

This fee is correct for 2023/24 entry and is subject to change for 2024/25 entry.

Tuition fees may increase in future years for new and continuing students.

Home fees are currently charged to UK nationals and UK residents who meet the rules. However, the rules are complex. Find out more about our tuition fees and determining your fee status.

International fee

£25,970 per year

This fee is correct for 2023/24 entry and is subject to change for 2024/25 entry.

Tuition fees for international students may increase by up to 5% in each future year of your course.

Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

Scholarship search

Entry requirements

The standard minimum entry requirements for this course are:

One or a combination of the following accepted full level 3 qualifications.

  • 112 UCAS tariff points from two or more A Levels (preferred subjects include Art, Design, English, and Maths);
  • a Distinction Foundation Diploma in Art and Design;
  • Distinction, Merit, Merit at BTEC Extended Diploma preferred subject Art & Design;
  • Merit at UAL Extended Diploma;
  • Access Diploma or 112 new UCAS tariff points from the Access to HE Diploma;
  • 112 new UCAS tariff points from a combination of the above qualifications or an equivalent full Level 3 qualification;
  • or equivalent EU or non-EU qualifications such as International Baccalaureate Diploma at 25 points minimum;
  • and three GCSE passes at grade A*-C or grade 9-4.

Entry to this course will also be determined by assessment of your portfolio.

APEL (Accreditation of Prior (Experiential) Learning)

Applicants who do not meet these course entry requirements may still be considered in exceptional cases. The course team will consider each application that 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

Each application will be considered on its own merit but we cannot guarantee an offer in each case.

English Language Requirements

IELTS level 6.0 with a minimum of 5.5 in reading, writing, listening and speaking. Please check our main English Language Requirements .

Selection criteria

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.

Apply now

This section includes all the information you need on how to apply, how your application is considered and what happens next.

You should apply through UCAS – Universities and Colleges Admissions Service – and you will need the following information:

University code:          U65

UCAS Code:                 W290

Deferring your place

This course accepts requests from offer holders to defer their place for one academic year. Deferral requests are granted on a first-come, first-served basis until all deferral places are filled, or a deadline has been reached, whichever is sooner. Read our Admissions Policy for details, including how to request a deferral and by when.

Transfers

If you are currently studying somewhere else on a course in an equivalent subject area and would like to transfer to this course, you can transfer to:

  • Year 2 - if you’ve completed 120 credits in Year 1.
  • Year 3 - if you’ve completely 240 credits in Years 1 and 2.

Apply via UCAS and choose Year 2 or 3 for your POE (Point of Entry)

Please check our Student Transfer Policy for more important information and be ready to provide us with your current course handbook and Year 1/Year 2 unit transcripts.

Please be ready to provide an official document (translated into English) from your current university, explaining the learning outcomes of the units you have completed.

Application deadline

We recommend you apply by 18:00 PM (GMT) on  25 January 2023 for equal consideration. However this course will consider applications after that date, subject to places being available.

You can only apply to the same course once per year. Any duplicate applications will be withdrawn. Applications for this course can only be accepted for this year of entry.

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 Selection Criteria sections.

If you have achieved or expect to achieve the standard entry requirements we will invite you to submit a portfolio via PebblePad, our online submission tool, which should include a number of images of your work. You can upload a maximum of 30 images which best shows your work – please note however that you do not have to provide this exact number. PebblePad refers to ‘images’ when you upload your work - think of each 'image' as a page in your physical portfolio.

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.

The portfolio is assessed by Academic Reviewers who will decide if they are able to make an offer based on the work you have demonstrated. It may be, however, that the tutor wishes to speak with you further about your work and so you will be invited to attend an online interview. At the interview the Academic Reviewer will discuss your portfolio that you submitted in PebblePad; it will be possible to show more of your work during the interview if the tutor feels it necessary for you to do so.

Please note that not all applicants will be invited to attend interview.

If you are made an offer, you will have the opportunity to engage with course teams at a number of planned engagement activities, where you will be able to ask any questions you may have and also speak to current students studying on the course.

How we notify you of the outcome of your application

If you applied through UCAS the result of your application will be communicated to you via UCAS through UCAS Track. 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.

This section includes all the information you need on how to apply, how your application is considered and what happens next.

There are 2 ways international students can apply to an undergraduate course:

You must apply through UCAS, where you will need the following information:

  • University code – U65
  • UCAS course code – W290

Read our immigration and visa information to find out if you need a visa to study at UAL.

You can only apply to the same course once per year. Any duplicate applications will be withdrawn. Applications for this course can only be accepted for this year of entry. Applications for deferred entry cannot be accepted. Read the UAL international application advice for further information on how to apply.

Deferring your place

This course accepts requests from offer holders to defer their place for one academic year. Deferral requests are granted on a first-come, first-served basis until all deferral places are filled, or a deadline has been reached, whichever is sooner. Read our Admissions Policy for details, including how to request a deferral and by when.

Transfers

If you are currently studying somewhere else on a course in an equivalent subject area and would like to transfer to this course, you can transfer to:

  • Year 2 - if you’ve completed 120 credits in Year 1.
  • Year 3 - if you’ve completely 240 credits in Years 1 and 2.

Apply via UCAS and choose Year 2 or 3 for your POE (Point of Entry)

Please check our Student Transfer Policy for more important information and be ready to provide us with your current course handbook and Year 1/Year 2 unit transcripts.

If you are an International applicant and studying outside the UK, please complete your Direct application and then contact us via your UAL Portal to ask to be considered for Year 2/Year 3.

Please be ready to provide an official document (translated into English) from your current university, explaining the learning outcomes of the units you have completed.

Application deadline

We recommend you apply by 18:00 PM (GMT) on  25 January 2023 for equal consideration. However this course will consider applications after that date, subject to places being available.

What happens next

Immigration History Check

Whether you are applying online via UCAS or through a UAL representative you will need to complete an Immigration History Check to identify whether you are eligible to study at UAL. Do be aware, if you do not complete the Immigration History Check we will not be able to proceed with your application.

Initial application check

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 Selection Criteria sections.

Depending on the quality of your application, you may be asked to submit a number of images of your work. 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.

If the academic team wish to consider your application further, you will be invited to attend an interview - these will take place online using Teams from Microsoft – please ensure that you download this software prior to the interview date; this is available as a free download from the Microsoft website. We will send you further details at a later point about how we will connect with you for your interview. At interview an international academic will look at your portfolio and ask questions to establish your suitability for the course. 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.

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.

How we notify you of the outcome of your application

If you applied through UCAS the result of your application will be communicated to you via UCAS through UCAS Track. If you have applied directly or through an agent, we will notify you through the UAL portal. 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.

After you apply

After you’ve submitted your application, you’ll receive a confirmation email providing you with your login details for the UAL Portal. We’ll use this Portal to contact you to request any additional information, including inviting you to upload documents or book an interview, so please check it regularly.

Once we’ve reviewed and assessed your application, we’ll contact you via UCAS Track or the UAL Portal to let you know whether your application has been successful.

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 register your interest form above.

Careers

All of our undergraduate courses offer career development, so that you become a creative thinker, making effective contributions to your relevant sector of the fashion industry.

LCF offers students the opportunity to develop Personal and Professional Development (PPD) skills while studying through:

  • An on-course work experience or placement year. Please note, this is not available on every course; please see the Course Details section for information about work placement opportunities.
  • Access to to speaker programmes and events featuring alumni and industry.
  • Access to careers activities, such as CV clinics and one-to-one advice sessions.
  • Access to a graduate careers service
  • Access to a live jobsboard for all years.
  • Advice on setting up your own brand or company.

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

Career paths

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. Graduate destinations include Insight and Innovation Consultant at Brand Genetics, Digital Concept Designer at LVMH, Visual Studio Communications Assistant at COS and Team Assistant at The Communications Store.