One Year Course Fashion Communication Didactic program 2017 / 2018 1
Are you familiar with IED Madrid? The IED Madrid is a Higher Centre for Design that belongs to the IED Group, an international network which emerged in Italy in 1966 and is now comprised of 11 schools in Italy, Spain and Brazil. With a comprehensive training programme in the areas of fashion design, interior design, product design, visual arts and communications, and three spaces in the Madrid city centre, it is the largest design campus in Madrid. Our experience spans in 50 years, and has led to an innovative and unique academic model which trains design professionals who can adapt to a society which is constantly changing. Cover photo Let Them Straight Ángela Kusen, Antonella Hormaza & Nate Acebal Shoot Project Editorial 2016 Plastikka Josefine Åberg, Laura Seco & Clara Subias Shoot Project Editorial 2016 2 3
Why should you study in a Higher Education Centre for Design? What differentiates us is that we are an art school specialized in design academics and not a general university with several mixed disciplines. Getting academically trained at IED Madrid means coexisting with all the different branches of design: product, interiors, photography, fashion, graphics, styling, video games, illustration... which converts IED Madrid into a privileged space and turns students into well-rounded designers with an international vision. We boast a photography studio and an analogue laboratory, as well as a research workshop Fab Lab, that forms part of the network of Fab Labs part of the Fab Foundation sponsored by MIT, Massachusetts Institute of Technology. A real production space and a small scale of digital technicians and newest machinery realted to design and complimentary to the professors and open to students and professionals from IED Madrid and also equipped with a co-working area. The team of professors is composed of well-known professionals and technicians qualified to work with a special methodology that defines our DNA. This contact, as well as a unique creative experience, creates an opportunity to network for the student s future professional lives. Why should you study a One Year Course in Fashion Communication at IED Madrid? The Fashion Communication course, taught in English, runs for one academic year, offering students extensive experience in the fields of fashion and communication. This course is designed for individuals looking to commence their education in the world of fashion styling, fashion creative management and fashion marketing and advertising. The subjects offered on this course cover all theoretical and practical aspects, providing the student with a professional, all-encompassing vision of culture, fashion and communication. This course prepares you in diverse fashion areas such as fashion photography, styling, publishing, fashion film, creative and art direction, picture editing or PR at the same time that helps you learning how to develop a realistic business plan. You will end up the course with a professional portfolio to present to employers. 4 5
Methodology Course Information The course involves both theoretical and practical appliances and project exercises. As well as seminars given by relevant professionals and visits to the collaborating brands. The course is divided into two main areas: Communicating Fashion. The students explore the concept fashion brand and learn how to develop both marketing and advertising plans analyzing the fashion sector, its market and environment. They also analyze the steps of a fashion communication plan and become familiar with media, online platforms, fashion journalism. Creating Fashion. The students obtain a global knowledge about styling, fashion, art and photography so they can use photo format as the most basic and important way to express fashion images. They are also introduced into fashion films and creative direction. Type of Course: One Year Course Language: English Credits: 60 IED Area: IED Moda Madrid Start: October 2017 Duration: 1 year Schedule: Monday - Thursday 6pm - 10pm / occasionally on Friday Attendance: In-person Degree: Fashion Communication One Year Course Course Manager: Inma Sainz Available spaces: 22 Goals Requirements for entry Learn how the fashion industry works. Analyze current fashion trends and perform the future ones. Develop a complete fashion editorial or fashion film working over the art direction, production and final edition. Develop a complete business plan for a fashion project which can be a fashion brand, a magazine, a digital website or platform. Represent techniques and graphic production methods to create a personal graphic identity. The requirements for studying One Year Course in Fashion Communication are: High School Diploma Specific Education Test for older than 19 years old Specific University Test for older than 25 years old Equivalent Official Diploma must be handed over by foreign students English level B1 Admission Process: An update copy of CV (Resume) and a Cover Letter. Also a Portfolio or an A4 image (72ppp) with a still life composition 6 7
Areas IED Moda Madrid CULTURE TEXTILES COMMUNICATION DESIGN BUSINESS CONSTRUCTION DESIGN STYLING PROJECT DESIGN SUSTAINIBILITY DIGITAL TOOLS ENGLISH Reindeer & Moose Miguel Muñoz 8 9
One Year Didactic program Subject IED Art & Fashion 5 Fashion System 3 Marketing 3 Communication 4 Journalism 3 Styling 2 Photo 2 Photoshop 2 Autostyling 2 Illustration Techniques 2 Trends Lab 2 Video 2 Final Cut 2 Fashion Videos 2 InDesign 2 Fashion Branding 3 Portfolio 2 Shoot Project Editorial 3 Shoot Project Still Life 3 Film Project Fashion Film 3 Film Project My video 3 My Project 5 Total credits 60 Art & Fashion This subject deals with current Modern & Contemporary Art issues through a historical analysis of the leading art movements, focusing on the relationship between society and culture, and in relation to a contemporary Fashion history tour through the analysis of the last 20th & 21st Centuries fashion trends. Fashion System How the fashion industry structure is organized, from the first steps where a fashion brand or company is born, until the product or the idea reaches the consumer: fashion trades, brand segment, seasons, distribution channels Marketing Defining basic marketing principles to apply them to the fashion business. Understanding the fashion market to categorize the different fashion brands and its consumers. Developing a marketing plan. Communication Analyzing and identifying visual identity of fashion brands, learning how to identify their needs. As well as comprehending the different fashion communication tools such as: visual identity, media, events planning and sponsoring, understanding how PR agencies work, online platforms. Journalism Related to fashion present time, it centers on how to develop writing skills based on the different textual genres: reviews, chronicles and interviews; always using creativity. Styling The role of a stylist and the different platforms to publish in: fashion magazines, TV, spots and celebrities. Knowledge and differentiation of styling: editorial styling and still life, analyzing trends, production and coordination of a shooting. 10 11
One Year Didactic program Photo Learning basic photography principles and applying basic techniques and tools to learn the requirements of a real photo production. Photo composition. How to analyze a photo through technical and artistic resources and learn to read photo codes. Photoshop Getting used to basic program tools that allow the students to deal with digital formats. Autostyling Before communicating a fashion brand or any kind of fashion project the students try to find out and communicate their own fashion style. Illustration Techniques Learning basic drawing concepts (color, shape, perspective). Development of different illustration techniques (collages, drawing) that allow the students creativity grow, helping them to achieve personal images. Trends Lab Learning how to analyze current and future trends throughout the observation of many alternative printed publications and fashion online platforms. Final Cut Getting used to basic program tools that let the students deal with digital formats. Fashion Videos A walk through many fashion film formats used by the brands to get to their public. Analyzing those brands attending to the image, the music and the kind of film vocabulary they use. InDesign Getting used to basic program tools that let the students deal with digital formats. Fashion Branding The students work with graphic elements, getting used to different digital formats, representation techniques and graphic production methods. Creating a graphic identity. Portfolio Knowing which are the best formats to show a portfolio once entering the fashion labor market. Video Video history introduction. Understanding a story board in relation with the script. Technical and artistic resources for reading and/or creating a fashion video. Learning and comprehending the history, the current context and the different types of fashion film themes and their production; getting to know the technical elements (building a script, developing a storyboard) always exploring the international scene and trends. 12 13
Shoot Project Editorial Shoot Project Still Life In groups, students develop a fashion editorial using items provided by the brands; the fashion editorial workshop includes working with professionals: photographer, makeup & hair and models. Each student creates a fashion still life for one of the collaborating brands and shoots with a photographer. This material will be used by the brand afterwards. 14 15
Film Project Fashion Film My Project Communication & Marketing Fashion Film. Each group creates a fashion film; they are in charge of the styling and art direction (using items provided by collaborating brands). They take care of all the production process: location, models/actors, makeup & hair... Just a professional filming. My Video. Each student creates an audiovisual piece with his/her own personal resources to complete the audiovisual contents for his/her own My project. Each student creates his/her own fashion brand, magazine or digital platform and develops the corporative image, marketing and advertising plan and all the communication strategy. The student also produces all the contents needed (spots, editorials, blogs/website, garment samples). When finishing the course, the student is able to bring this project to real life. 16 17
Professional opportunities At IED Moda Madrid students are taught with a multidisciplinary focus which is essential for their professional development and prepares them to stand out in today s complex professional world. Fashion Magazines (printed & online projects) Showrooms Press Offices Fashion Brands Communication Departments Visual Merchandising Community Manager Spring Summer Theme Ángela Kusen Illustration Techniques 18 19
Brands in collaboration Students working at Anton Heunis i-d Magazine Cortefiel Group Vogue Latinoamérica Armani YYCut COS David Jaramillo Grace Naked 20 21
Course Manager Inma Sainz After graduating in Fashion Design at IED Madrid (2009) and taking a Masters in Marketing Management for Fashion and Luxury Brands, she coordinates since 2010 the Fashion Communication One Year Course. During this time she s been studying Illustration and developing other activities within the fashion world: she works for Telva magazine, for a new social network for bloggers and as a freelance stylist among others. She has also collaborated in a textile project with Inditex and taken part at the independent artbook fair Libros Mutantes at La Casa Encendida. Teachers Carlos Primo ICON Journalist Elena Gallen Creative Director Jesús Fernández Area Showroom Manager Estefanía Quiroga Freelance Stylist for Ediciones CondèNast Jana Fernández The Running Closet Founder Beyond Josefine Åberg My Project 2016 22 23
White Noise Ana Beliza Mercado Autostyling Project 2015 24 25
Become an IED Madrid student 1. Ask us for info. Visit www.iedmadrid.com or call us at 91 448 04 44. 2. Ask for an interview via telephone or visit our school Monday through Friday from 9:00am to 8:00pm. The coordinators and academic orientation counselors will help you choose the programs that best suite your interests and professional profile. 3. Start your admission process. Learn about the admission requirements and the documentation necessary according the your course of interest. 4. Enroll and design your future with us. Become a designer in IED Madrid. Antagonía Tíscar Espadas Legal text available to students at: http://iedmadrid.com/informacion/informacion-general/
IED Madrid Courses Official Undergraduate Degrees Graphic Design Fashion Design Interior Design Product Design European Double-Qualification Programmes Graphic Design + Comunicazione Pubblicitaria Fashion Design + Fashion Stylist and Communication Interior Design Product Design IED Diplomas Communication, Style Design and Fashion Image Computational Arts, Communication and Management Higher Level Training Cycles 3D Animation, Games & Interactive Environments Illustration Pattern-Making and Fashion Photography Web App Development Cursos de Un Año Illustration and Graphic Novel Projects Photography and Graphic Design Projects Total Design Bilingüe One Year Courses (Taught in English Language) Digital Arts and Experience Design Fashion Communication Interior Design IED Madrid Calle Flor Alta 8, 28004 Madrid IED Master Madrid Calle Larra 14, 28004 Madrid Fab Lab IED Madrid Avenida Pedro Díez 3, 28019 Madrid T. +34 914 480 444 info@madrid.ied.es Skype: info.iedmadrid facebook.com/iedmadrid facebook.com/iedmodamadrid twitter.com/iedmadrid twitter.com/iedmodamadrid instagram.com/iedmodamadrid Snapchat: IedModaMadrid IED Network: Milán, Roma, Cagliari, Turín, Madrid, Barcelona, São Paulo, Venecia, Florencia, Como, Río de Janeiro iedmadrid.com moda.iedmadrid.com 28 En el IED Madrid nos preocupamos por el medioambiente: utilizamos papel de bosques gestionados de manera sostenible