Fashion Communication: Digital Futures | ARTD1150

Module overview

Fashion Communication: Digital Futures module, a comprehensive exploration into the intersection of design, creativity, technology and communication within the dynamic world of the fashion and lifestyle industries. This module is designed to equip you with creative and practical, industry-standard software skills, advanced communication techniques and a deep understanding of relevant supporting theories. On completion of this module, you will be suitably prepared for any creative challenges that you will encounter through the rest of your time at university and beyond. The skills learnt and creative approaches learnt here will serve as a foundation to your future studies within the Fashion Marketing and Management programme.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

The fundamental principles, processes and methods core to your discipline

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Plan strategies to evolve your digital skills in line with your discipline’s expectations

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Generate ideas through enquiry and analysis of selected research material

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

Demonstrate an understanding of the role of creative thinking and visual communication, current emergent trends and technological developments and their impact on the fashion environment

Syllabus

This module enables you to examine the methodology and processes behind communication of ideas and concepts. Additionally, you will examine visual narrative and design underpinned by an understanding of creative theories and industry standard practices. Part of your studies will involve learning industry-standard software and design approached to help underpin and enhance your creative outcomes. On completion of this module, you will be able to: •Master industry-standard software and gain proficiency in essential software tools used throughout the fashion and lifestyle industries, such as the Adobe Creative Suite and other specialised tools that will enhance your ability to respond to industry focussed challenges •Develop advanced communication skills by learning to craft compelling narratives, creative content creation and engaging brand stories across various digital channels •Understand appropriate key theories, frameworks and design concepts that underpin your creative outcomes •Utilise design theories, frameworks and methodologies underpinning digital and creative communication and ideation such as semiotics, colour theory, typography, information architecture, Gestalt Principles, usability heuristics, UI and UX design models and interactivity •Understand and utilise emerging new technologies such as AI, AR, and VR to create engaging fashion communication outcomes •Consider and incorporate sustainable practices and ethical considerations within the fashion and lifestyle industries

Learning and Teaching

Teaching and learning methods

Teaching methods and learning activities include: • Lectures and Seminars • Project Briefings • Group tutorials and discussions • Online learning and demonstration sessions • Practical exercises and tasks • Digital Workshops and one-to-one tutorials • Peer led discussions and presentations (crits) • Presentations • Access to pre-recorded sessions for ease of learning and revision • Seminars on the Study Skills Hub • Access to online learning Resources such as LinkedIn Learning • Access to WSA’s Global Smart Lab

Study time
Type	Hours
Independent Study	252
Teaching	48
Total study time	300

Resources & Reading list

Internet Resources

Virtual Learning Environment.

Fashion Communication: An International Journal.

LINKEDIN LEARNING -Creative design and software training videos.

Business of Fashion.

WSA Fashion Marketing with Management Library Resources.

Blackboard Online Learning.

Academic Skills and Critical Writing.

ADOBE Core Online Software and Design Training.

Unversity Library Resources.

Textbooks

Bringhurst, R (2013). The Elements of Typographic Style. Vancouver: Hartley & Marks.

Albers, J (2013). Interaction of Colour. 50th Anniversary edition. New Haven: Yale University Press.

Wheeler, A (2017). Designing Brand Identity. Hoboken, NJ: Wiley.

Lidwell, W., Holden, K. and Butler (2010). Universal Principles of Design. Beverly, MA: Rockport Publishers.

Barnard, M (2002). Fashion as Communication. London: Routledge.

Kress, G. and van Leeuwen, T (2006). Reading Images: The Grammar of Visual Design. London: Routledge.

Bohn, K (2010). Visual Storytelling: Inspiring a New Visual Language. Buffalo, NY: Amherst Media.

Ozuem, W. and Simmons, G (2019). The Art of Digital Marketing for Fashion and Luxury Brands. London: Palgrave Macmillan.

Meggs, P.B. and Purvis (2016). Meggs' History of Graphic Design. Hoboken, NJ: Wiley.

Lupton, E (2010). Thinking with Type. New York: Princeton Architectural Press.

White, A.W. (2011). The Elements of Graphic Design. New York: Allworth Press.

Saltz, I (2009). Typography Essentials: 100 Design Principles for Working with Type. Beverly, MA: Rockport Publishers.

Harris, C. and Hardy, J. (2020). Digital Fashion Marketing. London: Laurence King Publishing.

Chandler, D (2007). Semiotics: The Basics. London: Routledge.

Leborg, C (2006). Visual Grammar. New York: Princeton Architectural Press.

Albers, J (2013). Interaction of Colour. 50th Anniversary edition. New Haven: Yale University Press.

Lupton, E. and Phillips (2015). Graphic Design: The New Basics. New York: Princeton Architectural Press.

Müller-Brockmann, J (1996). Grid Systems in Graphic Design. Zurich: Niggli Verlag.

Samara, T (2005). Making and Breaking the Grid: A Graphic Design Layout Workshop. Gloucester, MA: Rockport Publishers.

Albers, J (2013). Interaction of Colour. 50th Anniversary ed. Yale: University Press.

Roberts, C (2015). Graphic Design Visionaries. London: Laurence King Publishing.

Adams Morioka (2008). Colour Design Workbook: A Real-World Guide to Using colour in Graphic Design. Beverly, MA: Rockport Publishers.

Tondreau, B (2009). Layout Essentials: 100 Design Principles for Using Grids. Beverly, MA: Rockport Publishers.

Chimero, F. (2012). The Shape of Design. Independently published.

Butchart, A (2021). The Fashion System: A New Paradigm for Understanding Fashion Communications. London: Bloomsbusy Publishing.

Airey, D (2014). Logo Design Love: A Guide to Creating Iconic Brand Identities. Berkeley, CA: New Riders.

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Individual Presentation

Assessment Type: Formative
Feedback: Feedback on project briefs. You will experience formative feedback during the module in different learning situations, for example: tutorials, crits and written feedback.
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Portfolio	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Portfolio	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Portfolio	100%