Fashion and Editorial Branding

Since the global financial crisis a combination of economics and the rise of social media (bloggers/influencers) caused mainstream fashion magazines to struggle. Old publishing models are no longer appropriate. Small independent publishers are flourishing because of their unique formula. Online magazines started leaving their mark and the popular Instagram accounts are run like the old commercial magazines - whether it is Diet Prada or the 'personal' account of Taylor Swift. Homepages of brands started to look like magazines. A lot of them started print magazines as part of their communication strategy.

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 is rather clear: Editorial Thinking is a competency that can be used beyond the world of publishing - both offline and online!

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 has to be produced with care: once at the printer there is no turning back.

In this minor you create a new issue of Garment Magazine, have it printed and develop a strategy for launch. We dare you to create a new sort of fashion magazine, as the world is not waiting for another me-too-product. We believe in learning by doing: 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'!

You can also find the information at and on the Minor page.

Learning objectives

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 market place.

• 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:

  • Copy & Editorial Writing (2 ects)
  • Photo Styling (3 ects)
  • Art Direction (2 ects)
  • Magazine (7 ects)
  • Publishing Brief (2ects)
  • Creating the Brand (11 ects)
  • Editorial Brand Group Assessment (3 ects)


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:

If you start the intake procedure a few months in advance, you know during the registration period if you qualify. If you leave it to later, you know you’ll need a minor plan B. See link for more details, under "ingangseisen" .

Docent Frank Wijlens
Semester 2
Taal English
Meer informatie
Gepubliceerd door  Faculteit Digitale Media en Creatieve Industrie 11 september 2020