Fashion Communication with a twist

By Mr. Mukund Rai Hod Fashion Design, Itm Ifdt

In this fast moving 21st century, the fashion world is not lagging anywhere behind. Fashion communication is a new emerging concept in the new world order adding more skills and techniques in the fashion industry. After globalization and fast technology, the retail boom of the Indian market is completely flooded with scores of domestic and international brands, designers etc.

This has increased the demand and need to develop a unique brand identity with maximum visibility. It has also opened up numerous career avenues for designers of fashion communication who will work on design strategies, brand promotion, portfolio building etc.


Today, fashion is not only about designing and styling, it has moved way ahead in terms of marketing, advertising, public relation and journalism which were considered one of the industry's untapped career resources. The main focus of fashion communication is related to practise of illustration, packaging, computer graphics, photography, event planning and even into production.

Some of the lucrative sectors of the industry that students can venture into are-

Fashion journalism - Fashion journalists write about clothing and accessories for newspapers, magazines and websites. They attend fashion shows and study designer and celebrity fashions to pinpoint trends. They might also need to collect information by conducting interviews with designers or researching the industry, making it an interesting career option.

Fashion advertising - Fashion advertising is a field that, over the past few years, has evolved into an artistic body of its own. Advertising in this field includes ads for garments, purses, shoes, and similar products of fashion houses, along with high end perfumes.

Style consultancy - There are a number of different types of businesses that might hire fashion consultants. Some retail stores, for example, hire fashion consultants to assist customers in choosing their garments.

Fashion Communication with a twist

A new fashion consultant might also be able to secure employment in an established image consulting firm.

Furthermore, five years down the line, the fashion industry will soon open up and welcome fresher's from fashion communication providing them more responsibilities and quality space to explore their potential.

Hence, it would be apt to say that the fashion industry has started acknowledging this new twist in the sector.


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