Fashion Communication Design Course StructureThe one-year Fashion Communication Design programme at MaHKU consists of three parallel courses, creating an optimal mix of design and theoretical research. They are:
Discipline You follow your specific Fashion Communication Design path. The goal is to profoundly deepen skills, themes, and discussions relevant to Fashion Design and Communication. Collaboration with Editorial Design students is part of the process. The Discipline Course consists of four units: 1. Exploration 2. Analysis 3. Elaboration 4. Presentation 1: Exploration (week 1-8) Fashion Communication Design is the art of engineering conceptual viewpoints into foundations for the design process. You will gain thorough insight in these viewpoints and foundations in both product and performance. Topical fashion debates and issues will be explored in the various professional magazines and other platforms. 2: Analysis (week 9-16) You will analyze the structure and visual interpretation of brands as aspects of fashion. The meaning of the brand is not only structured from within, but also produced by making meaningful links to external contexts. Using (fashion) texts, images, cinematographic scenarios and other expressions, you will be studying fashion and its strategies as a way of constructing brands and campaigns. 3: Elaboration (week 21-28) Fashion communication is closely linked to the fashion industry and its technological innovations. You will study and practice technological innovations with respect to branding, marketing and the usage of (social) media. The receiver’s perspective will be your main focus. You will also study the craft of the digital realm as a facilitator for actions by users. 4: Presentation (week 29-36) In today's dense information societies, the way information is embedded into its cultural and social surroundings is crucial for its communicative success. In this unit, you will deepen your insight in cultural processes and include that meaningfully within the structure of your project. You will develop a thorough insight into the theoretical bases of cultural and fashion processes. Critical Studies The Critical Studies Course focuses on the development of a critical stance in the theory of art and design. This will prepare you to design your own research concepts, apply theoretical texts from your own discipline, and use those from other disciplines. The Critical Studies Course aims to inspire you and help you write a Master research essay discussing innovative insights in your discipline and develop your own. The Critical Studies Course will also help you to contextualize your design project in a theoretical sense. The Critical Studies theory courses consist of three units: 1. Visual Studies 2. Concept Development 3. Interdisciplinary Studies & Supportive Studies The Critical Studies Course concludes with a series of individual research essay tutorials by your Fashion Design theory lecturer. 1: Visual Studies (week 1-8) In interdisciplinary seminars with all MaHKU students, you will be presented with a variety of theoretical discourses and conceptual frameworks by theory staff tackling issues such as the role of research as an activity, communication models, and modes of analysis. 2: Concept Development (week 9-16) With a focus on analysis and production of research concepts, in this discipline-based seminar you will discuss questions and issues such as:
3: Interdisciplinary Studies (week 17-20) During a collective research project of encounters and dialogues with students from all MaHKU disciplines, you will be challenged to critically reflect on the boundaries of your own professional discipline. In 2011, the research theme will deal with Index in three consecutive seminars. In all three seminars, a guest lecturer will determine a methodology and formulate a research hypothesis. As a conclusion of each seminar, you will be working intensively in multidisciplinary groups on location to complete an assignment given by the guest lecturer and create a form of presentation. After each seminar, all interdisciplinary groups will present the outcome of their collaboration to the guest lecturer. Supportive Studies Paralleling the Interdisciplinary Studies Unit, you will attend three interdisciplinary seminars by three different theory lecturers and study practice-based methods of writing a research essay. Individual Research Project In the second half of the year you will be producing an individual design project and a research essay, modifying and transforming your project proposal into a full-grown research project. You will report on the progress of your design project and essay research in the form of (visual) research presentations including the significance of the chosen theoretical contextualization for your design project. These will then be evaluated in group discussions (research seminars), while your design lecturers and your theory lecturer monitor your research progress during regular individual tutorials. With room for various try-outs and the feedback from critical discussions, you should be able to communicate and adjust both your design project and your research essay as they progress. Your investigations and reports should demonstrate a dynamic interpretation of creative practice. In your research essay, you should contextualize your design project and connect with current issues and topics in your own design discipline while deploying an innovative conceptual framework. Your final work should have the capacity to function as an innovative source of inspiration for your design discipline and its professionals. You will present your design project in the Graduate Exhibition and publicly defend both your (5000 words) research essay and your design project to complete your course through the MaHKU programme. |
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