What is Fashion Communication and Promotion?

When I told people I was going to study Fashion at University, many seemed confused or would screw their nose up, not quite understanding what ‘Fashion Communication and Promotion’ was, or seeing any value in studying it. To me FCP is all about telling a story, through AD campaigns, photography, styling and magazines, to convey a message to consumers in an attractive and captivating way.

Fashion is seen by many as an inclusive industry where only those with money and status belong. This could not be further from the truth. Fashion touches everyone whether they are aware of it or not. Everyone is involved in fashion, fashion is personal style, politics, art, culture, lifestyle and identity, its part of who we are. The industry is also enormous, giving millions of people jobs and is also the second highest pollutant industry after that of oil. Fashion is not a shallow concept, it has deep roots to every one of us and is having a serious effect on our planet.

Within one of my first seminars we were shown a vast array of the work created by previous students during the three year course. It was inspiring to see so many different pieces of work that had been created, and filled me with excitement for the years to come. It was however, also slightly intimidating seeing the complex ideas of the third year’s and hoping that someday we too will be able to create such diverse, interesting and beautiful pieces of work.