Skip to main content


MCH3012 : Fashion, Communication and Culture

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Steve Walls
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
  • Capacity limit: 100 student places

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 20
ECTS Credits: 10.0
European Credit Transfer System


This module aims to:
1. explore the field of fashion communication & culture.
2. examine creative and critical skills in fashion communication strategies and practices.
3. apply interdisciplinary approaches to the study of fashion in society.
4. outline integrated forms of fashion communication in the multi-media context of contemporary culture.
5. investigate the cultural context of specific consumer groups.
6. assess creative and professional communication strategies that meet client brand profiles and appeal to specific consumer demographics.
7. map specific routes to engage with/facilitate the creative process when designing communication strategies in the fashion industry.

Fashion plays a huge role in the everyday lives of individuals and has been characteristic of various cultural groups/social movements and iconic of historical periods. All fashion is transmitted through advertising, promotion or communication. This module will examine the cultural relevance of fashion and the professional contexts of fashion communication in relation to the perspective of cultural studies. It will provide a critical map of the field and bring together work on fashion communication in media & cultural theory, journalism, advertising, public relations, events management and graphic/visual studies.

Through these fields, the module will show the complex social relations between fashion, culture, markets and commercial communication. Links are made between brand aesthetics, creativity and context. Individuals consume fashion messages in various ways and locations: questions of place and identity, aesthetics and broader cultural/global practices are explored. Particular attention is given to the media and new communication technologies as points of overlap and exchange between the local and the global, between organization and culture, the individual and brand. Specific attention will focus upon the various communication strategies used in relation to fashion including advertising, branding, magazine editorials, fashion journalism, Public Relations, fashion event management, blogging and social media strategies.

Outline Of Syllabus

Topics may include:
Fashion Theory
Fashion History & Cultural Movements
Fashion Branding
Fashion Markets
Creative Communication
Fashion Advertising
Creative Concepts
Fashion Editorial & Journalism
Digital Communication for Fashion
Fashion Bloggers
Fashion PR
The Fashion Show

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion160:0060:00Plan, design, research and execute Summative Assessment: Portfolio
Scheduled Learning And Teaching ActivitiesLecture112:0022:00in-person lecture - can be moved online if required
Guided Independent StudyAssessment preparation and completion130:0030:00Plan, design, research and execute formative assessment
Guided Independent StudyDirected research and reading115:0055:00weekly research and reading
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00in-person seminars - can be moved online if required
Scheduled Learning And Teaching ActivitiesWorkshops13:003:00assessment clinic
Guided Independent StudyReflective learning activity112:0022:00Fashion media research and practice-based activities
Teaching Rationale And Relationship

The module aims to encourage the development and comprehension of contemporary issues and ideas in fashion communication, culture and everyday life. Theories of fashion, fashion history and identity will be discussed in relation to advertising, journalism, PR and digital media texts. A blended approach combining lecture materials, informal discussions, small-group work and informal presentations will be combined with private study and creative projects/journaling which explore key aspects of fashion communication in social and professional context.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Portfolio2A100Creative portfolio incorporating 2 x fashion components, plus a reflective journal. Equivalent of 3000 words
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Written exercise2MPortfolio plan (equiv. of 1000 words) for 2 pieces (1 side of A4 in Word or 1 Powerpoint slide per piece) and indication of journal
Assessment Rationale And Relationship

Given the amount of labour involved in producing the final portfolio, the formative assessment provides students with an opportunity to submit preliminary plans and rough work for their final portfolio pieces in order to receive feedback and enhance work.

The Fashion Communication Portfolio allows students to:
- show a combination of commercial awareness, critical reflection and creative communicative practice.
- build a small portfolio of work that exhibits practical, creative, theoretical, critical and evaluative skills.
- identify the significance of branding, contextual factors and nuances of consumer markets when formulating appropriate communication strategies.
- critically reflect upon the creative process in fashion communication.
- explore traditional and innovative techniques in fashion communication.

This assessment constitutes 100% of the final grade in order to reflect the module's emphasis upon professional and creative practices in fashion communication.

Reading Lists