Art Direction & Image-Making in Fashion

The contemporary fashion industry cannot function without the image, and the process of creating the image which turns commodities into objects of fashion.
 
It is through image-making that the ‘symbolic’ goods of fashion are created (rather than material goods). Those symbolic goods give way to the consumption of material goods; a photographic campaign of a collection is what allow this collection to be commercialized and accessible to the customer. In fashion, we consume an image before we consume a product.
 
Image-making does not exclusively address the photographic material but expands to visual identity, branding, storytelling, narrative building and concept generating. 
 
Image-making in any line of practice, like the ones mentioned above, primarily entails applying strategies of art direction before employing specialized skills for the corresponding field. Art direction is a global process of creating a story or a concept for a fashion brand, collection, magazine, photo-shoot, film or even visual merchandising.
 

Art Direction & Image-Making in Fashion


The approach of this workshop addresses the global methodology of art direction and image-making which can be applied to a variety of specific practices in fashion.
 
Through practical projects (individual and in teams), theoretical lectures and presentations this workshop will immerse the workshop participants in the creative process, skills and methods of image-making and art direction.
 
This workshop is designed for highly motivated students or professionals in the creative fields (visual artists, performing artists, designers, stylists, photographers, makeup/hair artists, editors, film-makers, art directors, marketeers…).