Hogeschool van Amsterdam

Fashion and Editorial Branding

In fashion publishing the recent economic crisis and online competition from bloggers and Instagram celebs caused major commercial magazines to struggle or disappear. The old business model of publishing seems to be no longer appropriate. Independent publishers are flourishing because of their unique formula. Homepages of fashion brands look like magazines and companies started a magazine as part of their market positioning.

Magazines behaving like brands and brands behaving like magazines:  these are exciting times in publishing! No one knows which way we are headed, but one thing seems rather clear: Editorial Thinking is a competency that can be used far beyond the world of publishing!

We choose to go back to basics, the physical magazine, as it is the perfect tool for learning to work/think/act as an editor. A paper magazine needs an added value for consumers to spend money on it. It provides possibilities to go deeper and has to be produced with care, once it is at the printer there is no turning back.

In this minor you will create your magazine, have it printed and develop a strategy for launch. At AMFI we believe in learning by doing: all products you make are required to stand the test of the professional world. You will brainstorm, style, write, design, translate online, print and launch. The program is split in two parts. During the first you will produce a trial issue for a fashion magazine. In the second you will work cooperatively to get the magazine 'out there'!​

Learning objectives

  1. The learning objectives of this minor are:
    • The student can think and work in an editorial manner and develop content ideas for fashion magazines (& brands).
    • The student can create innovative content for a fashion magazine in writing, visualisation and design.
    • The student can create a concept idea to differentiate a media brand in the marketplace.
    • The student can decide on a form that fits the concept.
    • The student can decide on a launch strategy that fits the concept
    • The student can communicate own strengths and weaknesses in editorial thinking and is able to back this up with portfolio work and the Process Book.

The minor consists of the following elements:

  • Components, study points and deliverables (assessments):
    - Editorial Formula , 3 ECTS
    - Magazine 6, ECTS
    - Fashion Styling 3 ECTS
    - Copy & Editorial Writing  2 ECTS
    - Art Direction, 2 ECTS
    - Publishing Brief, 2 ECTS
    - Creating the Brand, 12 ECTS


Foundation year, the credits of the midterm assessment and 40 ECTS of the second year programme (AMFI-students)

Admission requirements:

  • AMFI students and students with demonstrable experience in publishing, graphic design, writing and fashion (portfolio).
  • Skills: demonstrable experience with Photoshop, InDesign and Illustrator.
  • Basic knowledge of both Fashion & Publishing Industry, preferably visible in your portfolio.

Except for students Fashion & Branding or Fashion & Design at AMFI there is an intake procedure: write an extensive motivation on why you are fit for this minor (why fashion? why media content? why you?). For non-AMFI students the motivation must be endorsed by the student's mentor. Email your motivation, along with a low-res pdf of your portfolio and the endorsement of your mentor to: ofp-amfi@hva.nl

Convincing students will be contacted for an intake interview in which expectations and skills will be evaluated; based on the interview will be decided if you qualify for the minor. If your mail and portfolio show you don't meet the admission requirements, you will be notified by mail.

Docent Frank Wijlens
Semester 2
Taal English
Module of programme Programme
Meer informatie f.j.wijlens@hva.nl 
Gepubliceerd door  Faculteit Digitale Media en Creatieve Industrie 20 september 2017
Amsterdam Fashion Institute - Emma Hersbach, student

"Je moet voor je eigen creaties en ideeën staan"

Lees verder
Creative Business - Femke Post, student

"Laat mensen over jouw verhaal nadenken"

Lees verder
Digital Society School - Felipe Escobar Vega, Instrument Designer

"Deze onderwijsbenadering zal haar stempel drukken op de maatschappij”

Lees verder