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The University of Southampton

ARTD1108 Fashion Styling and Creative Practice

Module Overview

Fashion Styling and Creative Practice introduces and explores contemporary fashion styling and photography, visual communication and creative practice within the fashion industry. Utilising research methodologies introduced in ‘Fashion Research’ you will begin to develop your own fashion imagery through research, evaluation and creative experimentation for the marketing of brands using the photo media studios in fashion styling workshops. This module is designed to provide you with a practical introduction to the fundamental tools, software and resources that may be applied to the creation, manipulation and presentation of fashion media and imagery through the Adobe Creative Suite. You will be introduced to styling practice, the role of stylist / photographer in the fashion studios and digital post-production. In your research you will look contemporary creative fashion practice, and visual culture more broadly, looking at how the image responds and challenges societal concerns and how this influences the development of fashion imagery. This module will also ask you to consider your audience, market and context. Assessment will be through a presentation that will include an analysis of your research, a summary of your project development and your final images.

Aims and Objectives

Module Aims

To provide you with an introduction to fashion styling, imagery and creative practice for the fashion industry; To develop your understanding of the creative process and relationships within a creative team necessary to develop fashion image(s) to a set brief; To enable you to develop ideas through ideas and research and pitch these ideas to an audience to enhance communication and presentation skills.

Learning Outcomes

Knowledge and Understanding

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

  • Contemporary fashion imagery in relation to broader visual culture;
  • Fundamental aspects of styling and photographic practice.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Apply and formulate creative ideas to your own practice and aligned to the set brief;
  • Systematically and comprehensively source, analyse and interpret fashion marketing and management intelligence to develop imagery that is brand appropriate.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Effectively present and communicate your ideas using digital media to a target audience.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Visualise and communicate creative fashion propositions .


Content for this module would normally include, for example: • Contemporary fashion practice, trends and image that inform society both at a commercial and artistic level. • Understanding the contexts of fashion imagery and working to a brief. • Introduction to the fundamental aspects of styling practice including creative collaboration and art direction. • Introduction to the fundamental to photographic practice, including use of digital cameras and studio lighting. • Digital tools that may be applied to the creation, manipulation and presentation of fashion imagery. • Industry Practice: Creative Collaborations e.g. relationship between designer, stylist, photographer, art director & Role of the Art Director / Stylist / Photographer. • Market Research Of Brands

Special Features

Induction into the WSA photo-media studios to develop practical skills in art direction and styling

Learning and Teaching

Teaching and learning methods

Teaching methods include • Lectures • Guest Lectures • Project briefings • Workshop inductions • Technical demonstrations • Group tutorials Learning activities include • Lectures • Guest Lectures • Workshop inductions • Technical demonstrations • Group discussion • Workshop based learning • Peer group learning • Study Skills Hub A series of lectures and seminars will explore concepts and techniques that applicable to fashion styling and creative practice. This includes looking at contemporary fashion practice, trends and image that inform society both at a commercial and artistic level. Practical group workshops will extend your learning, putting into practice your experimentation of appropriate fashion concepts and techniques.

Completion of assessment task150
Supervised time in studio/workshop22
Preparation for scheduled sessions40
Practical classes and workshops48
Wider reading or practice30
Total study time300

Resources & Reading list

Bergström B (2008).  Essentials of Visual Communication. 

Dingemans, J. (1999). Mastering Fashion Styling. 

Kelby, S. (2011). Light It. Shoot it. Retouch It: Learn Step by Step How to go from empty studio to Finished Image.. 

Siegel, E. (2008). The Fashion Photography Course: First Principles to Successful shoot- the essential guide.. 

Blackboard (E:learning).

Ingledew J (2011). The A - Z of Visual Ideas: How to Solve any Creative Brief.. 

Short, M. (2011). Basics Creative Photography 02: Context and Narrative. 

Study Skills.

Lynda (Software Tutorials).

Fox, A. and Carauna, N. (2012). Basics Creative Photography 03: Behind the Image: Research in Photography. 

Kordes Anton K and Cruise J (2014). Adobe InDesign CC Classroom in a Book. 

McAssey, J. and Buckley, C (2011). Basics Fashion Design 08: Styling.. 

Cotton, C. (2000). Imperfect Beauty: The Making of Contemporary Fashion Photographs,. 

Adobe (Tutorials).

Kordes Anton K and Cruise J (2014). Adobe InDesign CC Classroom in a Book. 

Academic Skills.

Library. The library provides comprehensive advice on researching and referencing material;

Smith B (2008). Pro Digital Fashion Photography: A Complete Reference Guide to the Tools and Techniques of Successful Digital Fashion Photography. 



Portfolio Development


MethodPercentage contribution
Portfolio  (1500 words) 80%
Presentation  (15 minutes) 20%


MethodPercentage contribution
Presentation 100%


MethodPercentage contribution
Presentation 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Equipment and Materials

REQUIRED Sketchbooks/Notebooks Implements for drawing / writing Credit for printing and photocopying USB Memory stick OPTIONAL Hard Drive Laptop Camera


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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