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Undergraduate

BA (Hons) Creative Direction for Fashion

Virtual exhibition and mobile app
BA (Hons) Creative Direction for Fashion. Still from Alone Together by Jariel Ann.
College
London College of Fashion
Start date
September 2021
Course length
3 years
UCAS code
W290

BA (Hons) Creative Direction for Fashion prepares students for a wide range of positions within fashion media and communication and related creative industries. The course a has multidisciplinary focus enabling students to develop and implement an appropriate, compelling and strategic creative vision using communication design practices.

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 the opportunity to respond to knowledge exchange industry 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.
    • Adobe InDesign: you will gain an ACA Adobe InDesign Accreditation within your first year on the course.
    • 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.

Location

This course is based at Lime Grove in Shepherd’s Bush. Find out about the local area, including Holland Park and Notting Hill in our local area guides on the Student Life pages.

London College of Fashion is planning to move to a new single campus on the Queen Elizabeth Olympic Park in 2023. This is part of a new development for London, prioritising culture, education and innovation, known as East Bank. Some students studying this course from September 2021 may start their studies in Lime Grove and transfer to LCF’s new site in East London to complete them. Please see LCF’s move to the Olympic Park for more information about the College’s relocation.

Student and graduate work

Portfolio gallery

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.

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

Aesthetica Film Trailer 2018

Student Stefano Colombini talks about his experiences of the course.

Future Retail: a project between LCF BA (Hons) Creative Direction for Fashion and Campaign

Virtual Rave by Maria Epoyan.

BA (Hons) Creative Direction for Fashion student work by Emily Kelly

BA (Hons) Creative Direction for Fashion student work by Jennifer Lafer

BA (Hons) Creative Direction for Fashion student work by Renan Kawano Rodriguez

BA (Hons) Creative Direction for Fashion student work by Araxie Boyadjian

BA (Hons) Creative Direction for Fashion student work by Denise Haejin Jang

Latest news from this course

  • https://www.arts.ac.uk/colleges/london-college-of-fashion/stories/black-history-month-2020-in-conversation-with-jehosafeen-james

    Black History Month 2020: In conversation with Jehosafeen James

    For Black History Month, Sachan Popo-Williams is in conversation with Class of 2020 graduate, Jehosafeen James, discussing her Nigerian heritage and how this influences her art and practice.

  • #LCFClassOf2020: DISCOVERY

    #LCFClassOf2020 is a dedicated showcase of LCF graduate work across channels. This week we are looking at DISCOVERY. What does this mean to you? What have you discovered during this time?

  • #LCFClassOf2020: Livity presents...

    #LCFClassOf2020 is a dedicated showcase of LCF graduate work across channels. As part of the showcase, youth marketing agency, Livity, have prepared Livity presents...

  • #LCFClassOf2020: RENEWAL

    #LCFClassOf2020 is a dedicated showcase of LCF graduate work across channels. This week we are looking at RENEWAL. What does this mean to you?

  • #LCFClassOf2020: CONNECTION

    #LCFClassOf2020 is a dedicated showcase of LCF graduate work across channels. This week we are looking at CONNECTION. What is connection? Will we feel a connection again? What or who are you connecting to?⁠

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 Studio, Lime Grove

Media facilities at Lime Grove

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

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.

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);

• Visual 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.

Assessment methods

The following assessment methods are employed to assess the achievement of learning outcomes in an integrated approach: 

  • project audits (record of process and experimentation); 
  • proposals for creative concepts; 
  • time-based media outcomes; 
  • project visualisations; 
  • trend reports; 
  • academic essays; 
  • reflective writing; 
  • group presentation;
  • and individual presentations. 

Staff

Carrie Mok is the course leader for BA (Hons) Creative Direction for Fashion. Her broad multi-disciplinary practice is the product of a diverse career trajectory, honing her creative expertise in formative agency and in-house roles across the design, luxury, architecture and lifestyle sectors. She specialises in creating immersive environments and engaging brand and product communications, working with some of fashion’s most recognisable brands including Burberry, Louis Vuitton, Gucci, MatchesFashion.com, Acne, Dover Street Market, Fendi and Chloe. Carrie completed her BSc Architecture at The Bartlett, University College London and holds a masters in Communication Design from Central Saint Martin’s College of Art and Design. Prior to joining London College of Fashion, Carrie was a tutor at Chelsea College of Art, University of Arts London. She is also a fellow of the Royal Society for the Encouragement of Arts, Manufactures and Commerce (FRSA).

Daniel Caulfield-Sriklad is a practitioner and lecturer with multidisciplinary experience in physical and digital communication design within the cultural and creative industries. Graduating with an MA in Fashion Curation from LCF in 2013, his curatorial and research practice has explored the boundaries of physical and digital space; specifically looking at communicating the sensorial, tactile and embodied nature of dress. Daniel teaches on the subject of communication design and future directions in fashion communication through industry and student informed knowledge exchange projects.

Antony Price is an accomplished image creator with over 15 years of industry experience. Working at a variety of publications and studios including The Face, Mixmag and Dazed & Confused, his expertise spans a variety of areas including photography, retouching, videography, editing, graphic design, typography and production. Antony brings together these specialist skills within his current professional role as Creative Director of multidisciplinary company Anomalous, which comprises a creative agency, studio space and events division.  Antony is also an experienced DJ with a background in event promotion and a deep interest in London club culture. He has worked as a nightlife photographer amassing an extensive archive of photographs that chart the evolution of London's musical subcultures. This area of interest has been the focus of a major exhibition and continues to inform his current research direction.

Mélodie Roulaud is a French freelance film director & creative based in London. With a background in advertising and fashion, she has produced and directed films for clients such as Nowness, Hugo Boss, All Saints, Mr Porter, Jaguar and Tiffany & Co. Her work has been screened and nominated internationally (A Shaded View on Fashion Film, Aesthetica Short Film Festival, La Jolla Fashion Film festival, Berlin Feminist Film Week, Brussels Fashion Film festival, etc). After her studies at London College of Communication and London College of Fashion, Mélodie Roulaud started her career in production at Wanda Productions where she worked with world renowned directors such as Johnny Green, Leila & Damien de Blinkk, Jonathan Devilliers, Jacob Sutton. Mélodie now shares her time between teaching on the Creative Direction For Fashion course and freelance work.

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.

Josephine Collins - Acting Programme Director

Sophie Barr is a Fashion Communication Lecturer and visual arts practitioner and teaches on both the BA (Hons) Creative Direction for Fashion and MA Fashion Media Practice and Criticism courses. Sophie has a background in fine art practice and theory and holds Master’s degrees in Fine Art with Learning and Teaching in Higher Education and Cultural and Critical Studies. In her visual arts practice Sophie is working towards creating an aesthetics for the Anthropocene using photography, video and installation. Sophie is committed to supporting students in critical practice and is interested in how theory and practice intersect in fashion communication. Sophie is a Fellow of the Higher Education Academy. Prior to her academic career Sophie spent more than ten years working in London’s film and media industries working in both video production and for a major Hollywood studio.

Visiting practitioners and guest lecturers include:

Guest speakers

How to apply

Opportunities for all

We are committed to making university education an achievable option for a wider range of people and to supporting all of our students in achieving their potential both during and after their courses.

We welcome applications from people with disabilities. If you have a disability (e.g. mobility difficulties, sensory impairments, medical or mental health conditions or Asperger’s syndrome) we strongly encourage you to contact us on disability@arts.ac.uk or +44 (0)20 7514 6156 so that we can plan the right support for you. All enquiries are treated confidentially. To find out more, visit our Disability & Dyslexia webpages.

Entry requirements

The standard minimum entry requirements for this course are:

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

  • Two A Level Passes at Grade C or above (preferred subjects include Art, Design, English, and Maths);
  • a Pass Foundation Diploma in Art and Design;
  • Merit, Pass, Pass at BTEC Extended Diploma preferred subject Art & Design;
  • Pass at UAL Extended Diploma; Access Diploma or 64 new UCAS tariff points from the Access to HE Diploma;
  • 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 such as International Baccalaureate Diploma;
  • 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.

Making your application

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

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

University code:          U65

UCAS Code:                 W290

Deferring your place

This course allows offer holders to defer. If you have an offer of a place, but you would like to defer starting for a year, please contact our Admissions Service as soon as possible via your UAL Portal. Make sure you check our Admissions Policy before requesting a deferral.

If you are an EU offer holder, it is important to consider that, from 2021-22, you may be charged International fees, which are higher. Read our Coronavirus guidance for prospective students for details.

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 15th January for equal consideration. However this course will consider applications after that date, subject to places being available.

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 select applicants to attend an online interview. If you are selected to attend an online interview the Academic Reviewer will discuss your portfolio that you submitted in PebblePad.  You will be able to show more of your work during the interview but it is easier to see your portfolio in PebblePad.

Please note that not all applicants are invited to attend interview.

LCF Interview week

If you are selected for 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. 

Our interview week is due to take place between the 15th and the 19th of February 2021. If you have a complete portfolio and application, you may be granted an early interview ahead of these dates, please email lcf.ukeu@arts.ac.uk for more information.

Should you be unable to attend your interview, you must notify us as soon as you can. We cannot guarantee that we will be able to reschedule so you should make every effort to attend the scheduled interview.

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 and how your application is considered, and what happens next.

There are three ways international students can apply to an undergraduate course at London College of Fashion:

If you choose to apply though UCAS – Universities and Colleges Admissions Service – you will need the following information:

University code:          U65

UCAS Code:                 W290

You can only apply to the same course once per year whether you are applying via UCAS, UAL Representative or using the UAL online application system. Any duplicate application will be withdrawn.

For further advice on how to apply please visit the UAL International Application page.

Deferring your place

This course allows offer holders to defer. If you have an offer of a place, but you would like to defer starting for a year, please contact our Admissions Service as soon as possible via your UAL Portal. Make sure you check our Admissions Policy before requesting a deferral.

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 15th January 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 or direct application 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.

Fees and funding

Home fee

£9,250 per year

This fee is correct for 2021/22 entry and is subject to change for 2022/23 entry. Tuition fees may increase in future years for new and continuing students.

Home fees are currently charged to UK resident nationals . However, the rules are complex. Find out more about our tuition fees.

From 2021/22 entry, most EU students will be charged the International tuition fee rate, depending on your individual circumstances. If you started your course in October 2020 or earlier, you’ll continue to pay Home (UK) fees for the duration of your course. Read more advice for EU students.

International fee

£22,920 per year

This fee is correct for 2021/22 entry and is subject to change for 2022/23 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 are currently charged international fees. The rules are complex so read more about our tuition fees.

From 2021/22 entry, most EU students will be charged the International tuition fee rate, depending on your individual circumstances. If you started your course in October 2020 or earlier, you’ll continue to pay Home (UK) fees for the duration of your course. Read more advice for EU students.

Scholarship search

Careers and alumni

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.