MA Fashion Promotion, Communication and Media

Promoting what is fashionable and making products desirable is the work of the fashion promotion and communications expert. Fashion promoters define advertising campaigns and organise promotional activity through the most appropriate communication channels that reflect and represent the image of a brand, or luxury product. They organize presentations, events, fashion shows, exhibitions, conferences, press office and public relations activities, utilising different methods of communication, media and marketing.

This 9-month course in Milan or Florence school or 15-month course (including placement) in London school trains participants in technical and theoretical notions needed to create a professional communication campaign through the study of fashion and luxury marketing management, public relations, social media and advertising. Understanding the connection between consumers, the product, and the markets in which they operate is key to producing a successful communication strategy. During the course participants learn how to anticipate and respond to developments in media and communication.

They explore the major theories and debates that dominate fashion promotion and evaluate different techniques applicable in creating and understanding the role of ‘image’ in fashion, as well as analysing historical and contemporary references. Particular emphasis is placed on public relations within fashion houses: from customer management to the identification of key industry players and celebrities, and from fashion show organisation to the management of press days, conferences and events.

Looking at fashion advertising, editorial and creative direction in media, communication and promotion, participants evaluate and analyse trends in fashion styling, photography and journalism. They also gain an advanced knowledge of creative writing processes encouraging their own vision and professional preparation for various roles in the fashion industry which foster innovation, entrepreneurial thinking and problem solving. The impact of new technologies has changed the face of communication and this course looks at finding the right balance between conventional or strategic promotional and marketing campaigns, and communication through new media including viral platforms, online blogs, magazines and social media – also investigating the use of new media for commercial benefit. Together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion promotion and communication.

This course is aimed at participants that have previous undergraduate level study or similar, or proven work experience completing the course with skills in media and promotion for the fashion and luxury industries, with the ability to apply key fashion communication channels and theories across all written and visual media campaigns.