Winchester School of Art
Assessment Brief Academic Year 2021/22
Module Code ARTD 1108 Assessment Type Portfolio (1500 words) -
Annotated Contextual
Portfolio PDF including
5 images (80%)

Digital presentation (15
minutes including
questions) (20%)
Module Title Fashion Styling &
Creative Practice
Weighting 80/20%
Module Leader Amanda Bragg-
Mollison
Module Leader Email A.Bragg-
Mollison@soton.ac.u
k
Launch Date 31/1/22 Word Count 1500 words portfolio
Submission Date by Presentation slides
&portfolio hand in
13/5/22
Presentations w/c
16/5/22
Feedback to Students
Date
11.00am on 8 June
2021
Method of
Submission
Turnitin / Safesend for
PPT slides – office to
email instructions
ahead of submission 
Other staff attached to
module: 
Sacha Williams 
Styling Workshops
Thursdays 
s.c.williams@soton.ac.uk 
 
Richard Rafter 
Digital Sessions 
R.Rafter@soton.ac.uk 
INTRODUCTION:
This module will introduce and encourage you to explore contemporary fashion styling, fashion
photography, visual communication and professional creative practice within the fashion industry.
Utilising your research techniques and methodologies drawn from Introduction to Research and
Fashion Contexts you will develop your own fashion-focused creative outcomes through the application
of research, critical evaluation and creative experimentation. These final outcomes will be created for a
selected contemporary magazine brand and must be appropriate for its perceived target audience and
its market focus.
As part of the assessment, you are required to develop fashion editorial imagery (5 images). You must
choose a theme for your shoot from the following;
1. Diversity in fashion
2. Sustainability
3. Digital / Technology
4. Mental Health / Wellness / Health
The outcomes you create should appeal to the target audience of your chosen publication and,
consequently, part of your research process should involve identifying your chosen brand’s
representative readership. Be adventurous and imaginative in the creation of your final outcomes but
do make sure that they fit within the scope and brand values of your chosen magazine.
A key aspect of this module is the notion of practice-based learning as a means to underpin your
creative learning journey. Through a series of online and on-campus workshops you will be introduced
to professional styling practice, photography studio work, the role of stylist and photographer as well
as digital post-production editing and design.
Within the research and development element of the module you will be expected to examine
contemporary creative fashion practice, visual narrative and current trends and developments. The
impact and relevance of fashion magazines on today’s society will need to be considered too.
ASSESSMENT BRIEF:
The assessment is in two parts:
1) An Annotated Digital Portfolio containing a mock-up of your final editorial spread for your chosen
magazine plus all supporting research, development and exploratory work.
2) A 15 minute Presentation that will include an analysis of your research and concept development
and an explanation of rationale behind the creation of your final outcomes.
ASSIGNMENT 1 80%
Annotated Contextual Portfolio (1500 words) including your final 5 images
Learning Outcomes: A1, A2, B1, B2, C1 and D1 (please see below for more details on this)
You must produce an annotated creative portfolio that illustrates your research and the critical analysis
you have undertaken in order to develop your final visual outcomes. Your portfolio should demonstrate
your understanding of the challenges set within the brief and your exploration of relevant themes,
concepts and ideas appropriate to this.
Be prepared to look beyond the obvious and seek out inspiration from all around you. Feel free to
draw upon relevant cultural, philosophical, social and creative contexts as well as assessing the value of
outputs from key creative innovators and practitioners both within fashion industry and beyond.
Consider too, your chosen magazine’s brand values, personality and it’s perceived target market and
reflect upon how this might impact upon your own creative direction. Be sure to include visual
documentation of all experimentation, exploration and development work, including sources of
inspiration and influences. Please do remember that the evidence of your development process is just
as valuable and important as your final five images.
TECHNICAL NOTES FOR ASSIGNMENT 1:
Don’t worry if you are unfamiliar with some of the terms/acronyms used below you- will receive
guidance on all of this as part of your studio sessions.
If shooting with a Smartphone you must ensure:
1: Your phone camera is set to the highest quality within your settings. Using the best quality
setting will give you the highest quality outcomes possible and allow you more flexibility when
it comes to retouching or manipulating your photographs.
2: That you can transfer images from your phone to your laptop or desktop.
3: You will edit / retouch your final 5 selected images in Photoshop and save these files as
either print ready PDFs or, ideally, Photoshop (PSD) files.
3: You will lay out these final 5 PDFs/PSDs in InDesign and export them as single print ready
PDFs with a 3mm bleed.
If shooting in a studio you must ensure:
1: Make sure that your camera is set to take CAMERA RAW images- not JPGs. Using CAMERA
RAW will give you the highest quality outcomes possible and allow you more flexibility when it
comes to retouching or manipulating your photographs.
2: You will edit/retouch your final 5 selected CAMERA RAW images in Photoshop and save
these files as either print ready PDFs or, ideally, Photoshop (PSD) files.
3: You will lay out these final 5 PDFs/PSDs in InDesign and export them as single print ready
PDFs with a 3mm bleed.
Your final images must meet these requirements:
Original Image size: at least A4 or larger, File format: Print Ready PDF
Colour mode: CMYK (RGB for on screen Viewing), 300 dpi
Layouts: either portrait or landscape
All images should be retouched and refined in Photoshop

ASSIGNMENT 2 (20%)
Individual 15 Minute Live Presentation: The Creative Pitch
Learning Outcomes: A1, B1, B2, C1 and D1 (please see below for more details on this)
Week commencing 16th May 2022 you will present on the rationale behind your chosen fashion editorial.
A presentation of no more than 10 minutes will be followed by questions from tutors. You will have the
opportunity to pitch your ‘concept’ and your final visual outcomes. You will need to convince the
assessment team as to why your fashion editorial is appropriate for inclusion and how it would appeal to
a chose audience / magazine.
You will also be expected to explain your research methodologies and concept development and its
relevance to your final outcomes for creative marketing purposes across multiple media channels.
For all other information on this module please refer to the module handbook available on
Blackboard.
Learning Outcomes & Assessment Criteria:
A Knowledge and Understanding
Having successfully completed the module, you will be able to demonstrate knowledge and
understanding of:
A1. Contemporary fashion imagery in relation to broader visual culture;
A2. Fundamental aspects of styling and photographic practice.

B Subject Specific Intellectual and Research Skills
Having successfully completed this module, you will be able to:
B1. Apply and formulate creative ideas to your own practice and aligned to the set brief;
B2. Systematically and comprehensively source, analyse and interpret fashion marketing and
management intelligence to develop imagery that is brand appropriate.

C Transferable and Generic Skills
Having successfully completed this module, you will be able to:
C1. Effectively present and communicate your ideas using digital media to a target audience.

D Subject Specific Practical Skills
Having successfully completed this module, you will be able to:
D1. Visualise and communicate creative fashion propositions
IMPORTANT INFORMATION – please read
Late Penalties:
Any submitted after the deadline will be subject to the standard University late penalties (see below),
unless an extension has been granted, in writing in advance of the deadline.
University Working Days
Late: Mark:
1 (final agreed mark) * 0.9
2 (final agreed mark) * 0.8
3 (final agreed mark) * 0.7
4 (final agreed mark) * 0.6
5 (final agreed mark) * 0.5
More than 5 0
Attendance:
All full-time students are required to attend University for the duration of their programme each year,
and to attend for such additional periods of study as may be required by the regulations of the
programme of study that you are enrolled. The University Attendance Regulations are available from
the University Calendar: http://go.soton.ac.uk/9xp
It is anticipated that students will only miss teaching sessions due to circumstances beyond their
control such as illness, medical appointments, or other problems which must be dealt with immediately.
Out of courtesy you should email the Module Leader for sessions you miss (preferably beforehand) to
explain the reasons for absence (and you should copy to your Personal Academic Tutor any such
correspondence).
A register of attendance may be taken in certain teaching sessions, and if your lack of attendance is
cause for concern, we will contact you and ask you to contact your Personal Academic Tutor.
Unreported and sustained absence may seriously affect your learning capability and may result in you
being withdrawn from your programme.
Special Considerations:
If you believe that illness or other circumstances have adversely affected your academic performance,
information regarding the regulations governing Special Considerations can be accessed via the
Calendar: http://go.soton.ac.uk/9xo
Extension Requests:
Extension requests along with supporting evidence should be submitted to the Student Office as soon
as possible before the submission date. Information regarding the regulations governing extension
requests can be accessed via the Calendar: http://go.soton.ac.uk/9xo
Academic Integrity Policy:
Please note that you can access Academic Integrity Guidance for Students via the Quality Handbook:
http://go.soton.ac.uk/bxo
Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer
for investigation.
References:
You should use the Harvard style to reference your assignment. The library provide guidance on how to
reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing
Also, please refer to your notes from Introduction to Research for additional guidance.
end