FA6006 - Fashion Communication Major Project

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What will I learn on this module?

The module gives you the opportunity to research, conceptualise and realise a self-determined Fashion Communication project, building on the skills, knowledge and understanding that you have gathered over the previous two years of the programme.

You will undertake in-depth research on a subject area of your own choosing, using a range of methodologies to create a written research report that evidences your critical and cultural subject awareness. You will display evidence of critical thinking in the development of your own specialism and practice, which has relevance in cultural, aesthetic, technical and commercial contexts. You will be encouraged to develop your own live project briefs through negotiation with industry partners and/or the opportunity to take part in national competitions such as D&AD and the Graduate Fashion Week awards allow you to gain recognition and develop your professional skills and understanding.

This research will inform the development of a creative Fashion Communication project that answers an identified need and is supported by strategic and logistical planning, promotional campaign and a thorough body of supporting research. Your project will be realised through final outcomes that support your goals as a future professional, evidencing your acquisition of sophisticated subject knowledge and understanding, and will be supported by a visually rich strategic implementation plan and promotional strategy.

Your Major Project outcomes will be determined by your career goals and ambitions, and agreed through regular supervision, formative critiques and presentations, studio sessions, personal project plans and peer discussions. You are encouraged to demonstrate an independent, experimental and open-minded approach, while considering the requirements of your chosen target audience. Outcomes could include a combination of films, printed publications, digital platforms, experience designs, PR campaign documents, exhibitions, brand strategies and will be executed to a professional standard. You will support your work with evidence of research and development through every stage, and will be expected to defend your work and its relevance through critical self-evaluation addressing your own performance and opportunities for further development.

How will I learn on this module?

Learning and teaching strategies on Fashion Communication encourage you to acquire a flexible and imaginative approach to problem solving through enquiry-based learning. You will become an active participant in your learning, integrating design practice with academic and intellectual skills. Lecturers and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice.
The studio environment is integral to this process, encouraging individual intellectual freedom and a creative collaborative community. Hands-on participation and the exploration of theories, concepts and processes enable you to display evidence of creative thinking through the exploration and communication of strategies with a purposeful outcome. This type of experiential activity engages you in self-initiated research, encouraging independent judgement and critical self-awareness. At this level you will be expected to demonstrate an advanced ability to be experimental and innovative in the generation of complex ideas and solutions, evidencing your ability to communicate complex concepts to professional standards.

Cultural, critical, and communication studies provide a social and theoretical context to the subject discipline, developing your knowledge and insight into your own personal practice within a social, moral, ethical and commercial setting. A framework of industry facing collaborative projects/work experience and study abroad provides you with the opportunity to hone specialist skills, professional qualities, enterprise and entrepreneurial capabilities through real-life scenarios.

You will be encouraged to advance your visual literacy and to be aware of current issues and debates, relating the communication process to its cultural function and identifying your personal practice in relation to the media and communication continuum and broader contexts. Working in groups, you will show your ability to be flexible and collaborative, to acknowledge and respect diverse opinions, identify and redefine problems in a creative way and focus on solutions that are both relevant and empathetic.

Traditional, new and emerging technologies are used both in the delivery and realisation of outcomes, and you will present your work and defend your practice using a range of media and communication tools, to a variety of audiences. Students will use dedicated Mac Labs and studio based iMacs to create digital portfolios and presentations; the photography studio and faculty film cameras / editing software will be encouraged for image-based/multimedia submissions; video tutorials and digital reading / research materials are available through the module site to support learning and understanding.

How will I be supported academically on this module?

• Lecturers and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice.
• Studio tutorials with module tutors provide advice on the direction of your work and whether you are meeting Module Learning Outcomes. These normally take place during timetabled sessions, and will help you to progress your ideas.
• Project briefs are normally introduced via a briefing session, where the brief is fully explained and explored by both staff and students
• Opportunity to collaborate with industry and regional, national and international external partners extend the practical study of the subject area within an industrial context. They are also designed to support student confidence in their ability to handle professional practice within the creative industries
• Students experience a range of teaching, learning and assessment methods and course work is largely project based
• Modules are delivered through a combination of lecture supported group tutorials and studio activity, practical demonstrations, studio teaching, guided and independent learning. Practical skills are delivered through workshop activities
• Additional study skills materials and workshops are available through Skills Plus at http://nuweb2.northumbria.ac.uk/library/skillsplus/topics.html?l3-0.
• Students are expected to maintain a project plan and are encouraged to take responsibility for their own learning
• English language support is provided for international students
• University student services offer specialist support e.g. financial, disability, mental health, international student support etc.
• eLP includes all relevant documentation e.g. module guides, lecture material, reading lists together with discussion boards and notices
• Visiting professionals support relevant and current practice

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
1. Demonstrate your engagement with forms of analysis, argument and debate, expressed through an appropriate command of oral, written and other forms of communication

2. Demonstrate a contextual understanding of personal practice in relation to broader cultural socio-economic and political contexts through self-directed research project and concept development.

Intellectual / Professional skills & abilities:
3. Effectively use a wide range of media and advanced digital / publishing / visualisation techniques to accurately communicate concepts and solutions as evidenced through creative ouputs.

4. Generate and develop creative/experimental thinking based on your own set criteria through the development of concepts and strategies for identified audiences.

5. Demonstrate your ability through critical analysis, concept development and the creation of relevant Fashion Communication concepts to challenge orthodox approaches with validity and coherence

Personal Values Attributes
6. Show an understanding of professional and responsible design in the context of your practice as evidenced through concept realisation, promotion and strategic implementation.

How will I be assessed?

Assessment will be conducted through;

Formative feedback received from tutors and peers during studio and workshop engagement.

Formal formative feedback
Formal formative tutorials will provides feedback and informally record academic progress.

There will be 4 formal formative assessment points where you will be given verbal feedback and a letter grade to indicate the level at which you are currently achieving the MLOs. This provides you with the opportunity to apply the feedback to your existing work and improve your competencies before your final summative assessment.

These 4 points are:

Review of Chapter 1 draft and contents page (SEM1 Week 9)

Self-initiated Project brief of 1500 words
(KU7/KU10, IPSA9) (SEM2 Week 3)

Review of Research and Development books/files
(K&U7, IPSA9, PVA8) (SEM2 Week 7)

3000 word strategic implementation document
(KU10, IPSA9, PVA8) (SEM2 Week 6)

Summative assessment
By collecting a variety of evidence/outputs from the learner via multiple dimensions (coursework, observations, presentations, etc.) Tutors will assess the learner’s overall performance holistically with a (single grade/ single grade in multiple components)

5000 word written research report (with supporting appendix) (K&U7/10, PVA8) (SEM1 Assessment Week 3)

Promotional Strategy document
(KU10, IPSA7) IPSA15) (SEM2 Assessment Week 2)

Creative outputs as agreed with academic team
(KU10, IPSA7, IPSA15, PVA8) (SEM2 Assessment Week 2)

Additional forms of assessment practice may take place within projects in the form of peer assessment/ self-assessment which may contribute to the overall module outcome.





Module abstract

The module gives you the opportunity to bring together all you have learned on the programme, through the research, development and creation of a self-directed Fashion Communication project. First, you will carry out wide ranging research in an area of your choosing. Your research will be written into a report showing a rich understanding of your subject, contemporary cultural awareness, critical analysis and sophisticated ability to discuss and communicate your findings. From this research, you will propose a range of creative solutions in the form of a Major Project concept that answers an identified need and shows your sophisticated understanding of Fashion Communication practice. Your concept can be communicated through a range of formats - such as publications, digital media, films, campaigns, experiences - that show your skills as an emerging professional and are appropriate to your identified audience. Your project will be supported by a visually rich strategic implementation plan and promotional strategy, outlining how this concept would be planned and launched to an audience or market.

Course info

UCAS Code WP29

Credits 60

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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