Creative Direction & Digital Storytelling
This dynamic short course focuses on image and the development of style in fashion together with key business practices that work hand in hand to drive the success luxury brands.
SHANGHAI
By understanding both the role and influence of the fashion stylist within a business environment, participants gain a unique insight into the real influence and ‘power’ of image within the fashion industry.
Participants learn how to evaluate, enhance and complement physical characteristics to develop an individual style and put together a styling dec. Taking forward their own styling ideas they are introduced to the business of ‘style’; fashion brand identity, brand image and collection positioning, competitor analysis, and merchandising are just some of the issues addressed.
Weekend 1
The first weekend is dedicated to the briefing of the creative direction project and the understanding of the production and organisation skills. Participants also have a complete framework of the role of the actors behind a fashion campaign (Creative Directors, Stylists, Photographers, etc).
Weekend 2
The second weekend is dedicated to the cultural and contextual and participants explore and analyse the evolution of the media system in the last 30 years and the trend movements across the decades.
Weekend 3
To gradually move to the Creative Direction Project, the third weekend explores the fashion photography and film environment: professional photographers and directors share their work and experience.
Weekend 4
The fourth weekend is more practical with some seminars: participants discover the world of agencies and a field trip is organised in a designer showroom and/or a multi-store mall.
Weekend 5
This weekend prepares and puts in action the photo shooting session: participants are supported by a team of professionals and academics in order to participate actively and develop a process of learning-by-doing.
Weekend 6
In the final weekend participants are guided to prepare a real Digital presentation of their project and receive constructive feedbacks and improvement suggestions. They also have original pictures to display in their social networks and a professional looking layout.
- Creative Direction & Styling
- Visual Languages
- Storytelling
- Photo Shooting Production
- Digital Communication & Promotion
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