CLASS OF 2020 FASHION COMMUNICATION
As the fashion system is challenged by consumer behaviour, the drive by brands towards sustainability and the development of technology, so are fashion communication channels adapting. And in many cases, it is the communication of fashion that is leading innovative practice. This process was already underway, but Covid-19 has accelerated the transformation. Fashion communication operates as an intermediary and as direct consumer communication in print, on screen and in space – all contended areas as creative practice and digital technology intersect. It is in these arenas that respect for the craft of communication elides into innovation. Generating new knowledge, future-facing fashion communication at LCF brings together trans-disciplinary and multi-disciplinary responses to the opportunities that the evolving digital landscape creates. New communication roles in the media, in PR, at creative studios and brands – notably in the field of experience management – are emerging from creative strategist to futurist to creative content manager. Each role demands collaboration.
The Fashion Communication programme has responded to lockdown by weaving the pandemic as a topic into the delivery of courses. This has both challenged and enabled students to problem-solve positively in the face of the changing fashion environment. While fashion communication was already digitally-driven pre-Covid-19, the pandemic has required course teams and students to embrace new practices in a totally digital era. Much of this new practice in digital fashion communication will continue into the post-Covid 19 era when graduates will be able to flex their skills into cross-disciplinary practice and collaboration. Josephine Collins, Acting Programme Director Fashion Communication, School of Media and Communication
