The role of the creative director has been in focus of late – not just for the revolving door of fashion designers – but also for the evolution of the title. Gone are the days when a creative director merely oversees the design of a collection (in fact, some creative directors are not even traditionally trained in fashion design).
Today, the job is an all-encompassing role that includes communicating a cohesive brand message, spearheading collaborations (hello, Miuccia Prada and Raf Simons and Demna Gvasalia and Alessandro Michele), and exploring new media platforms – and most importantly, engaging content.
Just consider one of the most prominent creative directors in the scene and you’ll get the picture. Since his appointment at Loewe in 2013, Jonathan Anderson has been behind initiatives such as the Loewe Craft Prize, the Flores flower boutique, a popular collaboration series with Paula’s Ibiza and the introduction of the Casa Loewe concept around the world.
If that sounds like a gargantuan role to prep for, the School of Fashion at Lasalle College of the Arts hopes that its holistic approach to fashion training will equip its students with the relevant skills required.
Last August, the school launched the Diploma in Creative Direction for Fashion programme. The three-year programme will fully replace the current Diploma in Fashion programme once the latter’s final batch of students (currently in their second year) graduates in 2022.
Nonetheless, the Class of 2022 are still exposed to the rigours of creative work in fashion through the Fashion Studio module. Besides, learning the ropes in fashion photography, they are also taught writing and creative direction.
To put their skills to the test, the school and FEMALE have collaborated on their first-ever project to give the students a taste of what it takes to craft content for the digital age. The brief to the students: Profile a personality from the field of fashion, art and design and present it on Instagram Story.
Ahead, we spotlight five groups of students who stood out for their content and get them to share what went behind the scenes for their labour of love. Do check out FEMALE‘s Instagram page to view their works.