Wednesday evenings – eight weeks
Start date: Wednesday Oct 5 2016
(There is no class Weds Oct 26)
Time: 6.30pm – 8.30pm
Venue: St Luke’s Centre, 90 Central Street, Clerkenwell, London, EC1V 8AJ
Equipment needed: Laptop computer with wireless connection
Class size: 16 maximum
Tutor: Harriet Worsley: Fashion journalist, editor and author (Vogue, Drapers Record, Telegraph, Conde Nast), and lecturer in Fashion Communication and Fashion Journalism at Central Saint Martins College of Art and Design, London.
Fashion journalist and former fashion magazine editor Harriet Worsley teaches you everything you need to know about fashion writing and the fashion industry – from the basics of news and feature writing, to setting up shoots, choosing trends, reviewing shows, interviewing designers, and pitching your ideas to editors.
Week 1: Fashion News Part 1
We start with Fashion News. The tutor explains what makes a story newsworthy, how to write and structure news stories and the relevance of fashion news writing. The students are introduced to PR and how journalists work with press officers. We also discuss press releases. The tutor explains how to come up with stories, and different styles of news writing.
Class exercises: Students analyse news stories and press releases, looking at news hooks and structure. They begin writing their own stories.
Homework: Students finish the stories they started writing in class.
Week 2: Fashion News Part 2 and Catwalks Part
We continue with news. At this point the tutor advises students to get on the London fashion PR mailing lists and discuss introductions to news stories, and how to use quotes.
The next subject is Catwalks. After giving an insider’s guide to the shows, the tutor explains why the shows are relevant, what a journalist would be looking for, how to apply for tickets and how to work the fashion weeks. We watch a series of catwalk videos.
Class exercises: Students analyse news stories’ introductions and quotes in groups. They take catwalk notes, using drawing and writing.
Homework: Students write news stories in different styles.
Week 3: Catwalks Part 2 and Interviewing Part 1
In this session we discuss how to write catwalk reviews plus how to choose trends and photographs. The tutor talks about the different types of information that can be gleaned from a show, and how to put it to use.
We start discussing Interview Technique. First we consider when and where a journalist would interview someone, and how to come up with questions. We look at the different types of interviews and how to do them – by telephone, Skype or face to face.
Class exercises: Students write catwalk reviews, choose trends, come up with interview questions. They do a short interview with each other.
Homework: Students write catwalk reviews and choose catwalk trends.
Week 4: Interviewing Part 2 and Readership Part 1
Continuing with Interview Technique, we look at how to anticipate an interviewee’s answer, and how to phrase questions. Next we discuss how to do a long face to face interview – research, location, questions, recording devices and essential interview skills.
Readership is next. The tutor explains the relevance of writing for the reader, and students analyse the magazines that they brought to class.
Class exercises: Students come up with 15 questions and interview with each other. They analyse magazines and in order to find out who the reader is.
Homework: Students write up their interviews in two different ways.
Week 5: Readership Part 2 and Still Life Shoots
We continue the Readership module, and discuss how to find out who the reader is. Students look at more magazines, and we discuss pitching ideas for features and shoots to specific magazines, focussing on coming up with the correct angle for the readership.
The tutor introduces Still Life Shoots, and explains how to style an accessories shoot, and how to work with photographers.
Class exercises: Students come up with reader profiles for magazines, and ideas for those magazines and their readers.
Homework: Students come up with more ideas for magazines of their choice.
Week 6: Features Part 1
The tutor introduces Features writing. We consider the definition of a feature, and how to structure a basic piece. Next we explore how to generate ideas for fashion features and how to write reviews.
Class exercises: Students come up with endings for features, and analyse the structure of two published features.
Homework: Students write a review.
Week 7: Features Part 2, and Fashion Shoots Part 1
We continue looking at Features, and discuss the relevance of briefs and pull-out boxes or labels to watch.
The tutor introduces the final 6th module, Fashion Shoots. We discuss how to come up with shoot ideas, and the relevance of a strong story. We look at how to use catwalk shows to source trends and why magazines include shoots on their pages.
Class exercises: Students analyse fashion shoots in groups.
Homework: Students put together an action plan for the future, and come up with a concept for a blog.
Week 8: Fashion Shoots Part 2
The tutor discusses how to put together a shoot – choosing a team, budgets and the differences between shooting on location and in the studio. We talk about how to style and call in clothes, how to use mood boards and how to be a good stylist’s assistant.
Students discuss their action plans and blog ideas with the tutor.
Class exercises: Students come up with ideas for fashion shoots and develop mood boards in groups.