BA (Hons) Fashion Promotion & Imaging


Program Description

Course overview

If you’re a dynamic, bold thinker who is committed to understanding the fast-paced and ever-changing fashion industry, then our BA (Hons) Fashion Promotion & Imaging course combines essential practical and experiential skills to launch you into your creative career. 

The course reflects this vibrant sector with a very fluid course. You’ll spend your year learning a broad overview of all aspects of the discipline, taking a diagnostic approach, before selecting one of three pathway choices in order to specialise within it. You’ll choose whether to specialise in styling and photography, visual communications and promotions.

You’ll learn the practice of fashion promotion and image creation in a wider cultural context while exploring the connection between specialisms and fashion theory. The skills you’ll develop are highly transferable and directly fit into many different areas of the industry.

You'll graduate with a thorough understanding of the business of fashion, the role promotion and imaging has within the sector, and strong skills in self-promotion, networking, technology and communication.

Our dedicated academic staff are active fashion practitioners within this sector and act as nurturing and supportive guides – treating students as fashion professionals from the outset, sharing their own work, group collaboration and critiques.

Course details

Year one

Fashion Promotion

  • You’ll be introduced to the wide contexts relating to fashion promotion. The unit begins with a critical engagement with the subject 'fashion' in all its forms. Fashion is all around - in retail outlets, brands, magazines, on the internet, within lifestyle advertising and in cultural practices such as art, film, music and dance. Through a series of lectures and group discussions, you'll be introduced to the key concepts of fashion as a vehicle of cultural communication.

Fashion Styling and Photography

  • This unit is designed to provide you with a period of introductions of knowledge of fashion styling and photography, which will be appropriate to a selected pathway. Industry software will be taught through a series of workshops and demonstrations. You will have the opportunity to experiment with new and traditional media, as well as using image and text within your practice.

Fashion Visual Communication

  • This unit is designed to provide you with a period of introductions of knowledge of fashion imaging appropriate to a selected pathway. Towards the end of the academic year, you will be asked to submit your project and a written rationale for your choice of study pathway at stage two. You will also be asked to provide a cogent argument explaining why you feel that your study needs will be best met in a particular pathway. You will also be asked to assess your strengths, and give an oral account of the knowledge and skills you have gained in year one. 

Fashion Promotion: Theory

  • This unit establishes the theoretical context of historic and contemporary fashion knowledge, vital for developing a contextual understanding of your studio work and specialism.

Year two

Fashion Promotion Specialist Pathway

Following your choice of pathways in your first year, you'll specialise in one of three pathway streams, developing individual focus and skills.

  1. Fashion Styling and Photography: as well as developing your understanding of the professional and technical aspects of fashion photography and styling, you'll explore and analyse how images use visual codes to convey distinct narratives. 
  2. Fashion Visual Communication: in this pathway stream, you'll develop your skills of visualisation and image generation using the hand-drawn mark and digital software to communicate fashion concepts and narratives through text, static and moving image. 
  3. Fashion Promotion: this pathway stream emphasises developing the knowledge of marketing trend prediction, public relations and advertising.

Live Industry Practice

  • Working within a live project brief, you'll explore a collaborative brief which sits with your pathway specialism. You'll be working within a studio environment to negotiate the nature of your brief with your tutors. You'll apply for a role within the group in order to facilitate professional collaboration.

Work Placement OR Professional Practice – Case Study

  • You'll complete a placement and on completion, you will present an evaluation of your learning. While on placement, you'll be required to write a weekly journal in the form of a live blog, outlining your weekly tasks and what you've learned from your experience. Our students continue to work at a number of high-profile companies including JW Anderson, Karla Otto, Prada, Vogue and Dazed. As an alternative to the work placement, you will complete and present a case study to reflect on your chosen pathway. You will also reflect upon a work placement that you would like to achieve and what action points you will do to get this placement. This will also be explored in your personal development plan.

Image and Identity

  • The first part of this unit involves a critical presentation and evaluation with referencing; while part two is dissertation planning, where you'll prepare for the expectations of the dissertation and or critical reflection units in your final year.

Study Abroad (optional)

  • This optional unit allows you to spend a period of time in an overseas educational institution.

Year three

Concept Development

  • You’ll research and develop ideas and subject interests in response to a prescribed brief, and through the design of a self-directed project. The unit will give you the time to produce a significant body of work, built on your extensive research and experimentation, innovation and fashion awareness.

Final Major Project

  • Following on from the ideas and rationales you produced in Concept Development, you will produce your Final Major Project. This unit provides a significant opportunity to confirm and exhibit your abilities in the form of a portfolio and/or final exhibition to an external audience.

Dissertation Or Combined Dissertation/Critical Reflection

  • For your dissertation, You'll undertake a substantial period of sustained, individually negotiated research on a subject related to the contextual and/or theoretical concerns of your discipline or chosen area of practice, towards the provision of structured written argument.
  • If you choose the combined dissertation/critical reflection unit it comprises two periods of sustained, individually negotiated research on subjects which are likely to be related to the contextual and/ or theoretical concerns of your chosen areas of practice, towards the provision of structured argument.

Study abroad

This course offers the opportunity to study abroad for part of your second year. 

Fees and additional course costs

Tuition fees

The course fees per year for 2020 entry are:

  • UK and EU students - £9,250 
  • International students - £16,250 (standard fee)
  • International students - £15,600 (full early payment fee)

Additional course costs

In addition to the tuition fees please see the additional course costs for 2020 entry.

These fees are correct for the stated academic year only. Costs may increase each year during a student’s period of continued registration on course in line with inflation (subject to any maximum regulated tuition fee limit). Any adjustment for continuing students will be at or below the RPI-X forecast rate.


Fashion Promotion & Imaging students have a dedicated course studio and study space, access to campus printmaking workshops with dedicated technical support, campus photographic studios with lighting rigs, green screen lighting set up and digital media suites equipped with Macs and PCs, programmed with specialist design software. Students also have access to screen printing and bookbinding facilities, together with wood workshops for set building.

Course connections

On this course, you'll be exposed to a world of opportunities

Industry links

This course is highly regarded in the fashion world, and we have forged many strong industry connections, including:

  • Nike
  • Swarovski
  • Good Ordering
  • Lazy Oaf
  • Patternity
  • K-Swiss
  • LSN Global
  • The Future Laboratory
  • BBH
  • WGSN
  • A.P
  • Paul Smith.

Visiting professionals

We host a number of visiting lecturers, including:

  • Laura Vent – art director
  • Susannah Jones - PR expert
  • Nick Maroudias - photographer
  • Cian McConn – artist
  • Mark Wells – designer
  • Louise Naunton Morgan – artist
  • Mark Thomson – art director
  • Chris Colville-Walker – art director
  • Jason Hughes – fashion editor
  • Anna Lomax - set designer
  • Sophie Stephens - illustrator
  • Willem Jaspert – photographer
  • Carolina Daher – art director
  • Jacqui Ma – trends researcher
  • Ruth Marshall-Johnson – trends researcher
  • Simone Konu – stylist
  • Katja Mayer - photographer
  • Ivana Bobic – director
  • Greta Ilieva – photographer.


Our graduates have secured many rewarding career positions throughout the fashion industry, for example as: 

  • Fashion editor
  • Showroom manager
  • Art director
  • PA to artistic director
  • Press officer
  • Set designer
  • Artist
  • Editorial assistant
  • Trend researcher
  • Producer
  • Prop assistant
  • Researcher
  • Illustrator
  • Filmmaker
  • Film editor
  • Graphic designer

Our graduates have progressed these roles at the following companies, to name but a few:

  • ASOS
  • Celine
  • Paul Smith
  • GQ Style
  • Margaret Howell
  • L’Oreal
  • Benefit
  • Asprey
  • Aromatherapy Associates
  • Farfetch
  • Porter
  • Oki-Ni
  • Burberry
  • Chanel
  • Dazed & Confused
  • Artistry
  • A.P
  • Alexander McQueen
  • Fashion East
  • Juergen Teller
  • Katie Shillingford
  • Benjamin Bruno
  • Storm Models
  • The British Fashion Council.

Further study

You may also like to consider further study at postgraduate level.

Entry requirements

UK entry requirements

Along with your portfolio, the standard entry requirements* for this course are:

One of the following:

  • 112 new UCAS tariff points
  • Pass at Foundation Diploma in Art & Design (Level 3 or 4)
  • Distinction, Merit, Merit at BTEC Extended Diploma
  • Merit at UAL Extended Diploma
  • 112 new UCAS tariff points from an accredited Access to Higher Education Diploma in an appropriate subject
  • 27-30 total points in the International Baccalaureate Diploma with at least 15 IB points at Higher Level.
  • And four GCSE passes at grade A*-C and/or grade 4-9 including English (or Functional Skills English/Key Skills Communication Level 2).

Other relevant and equivalent Level 3 UK and international qualifications are considered on an individual basis, and we encourage students from diverse educational backgrounds to apply.

*We occasionally make offers which are lower than the standard entry criteria, to students who have faced difficulties that have affected their performance and who were expected to achieve higher results. We consider the strength of our applicants’ portfolios, as well as their grades - in these cases, a strong portfolio is especially important.

International entry requirements

To view the equivalent entry requirements for your country please check our website.

Your portfolio

For this course, we will require you to attend an Applicant Day and bring your portfolio for assessment. Your portfolio should exhibit yourself and your ability to develop a project or idea, as well as evidence of a range of relevant skills. It should include examples of your ideas about fashion promotion that demonstrate experimentation with different media, such as photography, illustration, mood boards, styling or film. We’re especially looking for evidence of visual research in the form of sketchbooks to show your ideas and processes to get to a final outcome. We’d also like to see evidence of your written work in essays or reports in your subjects. We’re very interested in your opinions of fashion promotion alongside your interests in music, film, art and lifestyle. Further information will be provided on the Applicant Portal after you apply.

Last updated Mar 2020

About the School

Oscar-winning filmmakers, world-renowned fashion designers, television presenters, celebrity jewellers and Turner Prize nominees are just some of the high-profile graduates from the University for the ... Read More

Oscar-winning filmmakers, world-renowned fashion designers, television presenters, celebrity jewellers and Turner Prize nominees are just some of the high-profile graduates from the University for the Creative Arts. As a specialist creative arts university, we have created a unique community for our students, where like-minded people can share in the creative process and inspire one another. Collaboration between courses is encouraged, with fine artists studying with budding filmmakers and fashion designers working alongside architects. In this way, our students benefit from exposure to a range of disciplines. Choosing to study with us will give you the freedom to discover your own personal style through a winning combination of industry-focused courses, state-of-the-art facilities, and inspirational expert staff. Read less
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