Bachelor of Science [B.S] [Psychology] From University of the West of Scotland

The BA (Hons) Creative Direction for Fashion course is situated in the School of Media and Communication, and focuses on how creative direction is used as part of a complex system of communication within fashion. In other words, we are not looking at the process of garment design (which also involves creative direction), but instead at the various ways that global fashion brands use communication design to attract, engage, and motivate people to respond to messages. In particular, the impact of new digital communication technologies on the practice of creative direction for fashion is central to the course.

As a student on the course you will be introduced to many exciting concepts, some of which will be familiar to you, and others that will be completely new. You will expand your view of fashion to understand that it is more than just an industry and is also a multifaceted cultural and social phenomenon.

The course gives you an understanding of brands, audiences and their needs to ensure that you develop into a skilled designer with an awareness of markets and trends. You will learn technical and practical skills alongside intellectually stimulating ideas about fashion and culture that will help you to develop compelling and visually interesting creative outcomes.

These creative outcomes will take many forms including print publications, websites, mobile applications and interactive installations. To realise these outcomes you will experiment with a range of media, both new and traditional, and gain the ability to conceive and propose imaginative and original responses to live and simulated client briefs. Relevant media include photography, graphic design, moving image, physical computing, projection and sound.

Team work and project management are also important aspects of the course and you will learn about some of the Ôbehind the scenesÕ activity, like budgeting and risk assessment, that help turn creative ideas into reality.