What is Fashion Design?

The concept of design in any arena is the act of taking an idea,

concept, or drawing and using it to produce or build materials that
have never been created.
Fashion design utilizes the same concepts and ideas to create
clothing and accessories for everyday wear.

Who Invented It?

Before fashion design was invented as a career, clothing was fashioned
by a local seamstress or an anonymous dressmaker.
During the 19th century, fashion standards were copied from royalty.
Then, a local seamster, by the name of Charles Frederick Worth, came
along and changed fashion standards altogether.
This course will explore the history of fashion in a future module at
length, but it is important to note that Charles Worth set up the first fashion house in Paris and became the
first designer to dictate style and design to customers.

What Does a Fashion Designer Do?

If you are interested in a career in fashion design, you should possess a love for fashion and have a certain
amount of creative ability.
Fashion design is a broad career with many different sub-careers, so, a fully trained designer can choose to
enter a variety of specialties.

Regardless of the specialty, each fashion designer performs the following essential functions:

 Research fashion trends and makes predictions

 Visits to manufacturers or trade shows to acquire samples of fabrics
 Creates storyboards using sketches and designs
 Utilizes computer-aided designs to bring visions to life
 Makes technical patterns, sews, weaves, and knits
 Selects colors
 Works with models to help fit designs
 Attends and arranges fashion shows
  Overseas production of sample garments
 Modifies and approves completed garments

Fashion designers can work in a wide variety of settings, including retail stores, large fashion forms, or in
costume design.
Some areas of fashion can require long and unpredictable hours, which can vary the scope of the designer’s
workload.

Examples of different settings and workloads:

A fashion designer working at a big design firm might be required to supervise the entire design process from
beginning to end.
Alternatively, a designer working in a single costume department may only be responsible for overseeing
costume design for their department.

Types of Fashion Design and Careers

In this topic, you will look deeper into the different types of fashion design and the different
sectors.
You will gain an understanding of the importance of various skills which are required in this
profession.
You will learn the various terminology that is used within the industry so you can enter the
world of fashion confidently.

Types of Fashion Design

Now that you have a general idea of the core daily tasks and functions of a fashion designer, it is important to
look deeper into the different types of fashion design. As we previously mentioned, there are also several
sub-types of design that you could invest your time in. For instance, you could design accessories, footwear,
or children’s clothing, among many other options.
Each specialty of design, whether it is accessories, clothing, scarves, or hats, fits into one of three main
sectors.
As a fashion designer, you should be familiar with these areas as you could be working for some or all of
them throughout your career.

Mass Market
The first sector of design involves the most straightforward and accessible form of clothing, which is the mass
market.
Clothing that is designed for this area is ready to wear and available in mass quantities at standard
measurements. Since this is the most affordable fashion production, the most inexpensive fabrics and
materials are used to create designs.
An example of a mass market store would be Harrods, Marks and Spencer, and Argos.

Ready-to-Wear
If you want to create clothes that are a little bit more high-end and exclusive, ready-to-wear garments are a
great fashion type.
These garments are also referred to as prêt-a-porter, and there are a couple of benefits to the designer. They
are sold in smaller amounts and bear the designer’s name on the label, but they are often more expensive.
The term ready-to-wear is also often referred to as ’off the rack’, and many haute couture designers will sell
select pieces in both sectors.

Haute Couture

You might remember earlier in the previous topic learning about

Charles Frederick Worth, who was the first fashion designer. Worth
also established the first haute couture house in Paris in 1858, which
is a fashion style used by designers like Versace, Yves Saint Laurent,
and Christian Dior.
As a designer, haute couture is considered the pinnacle of fashion
and a style type that you will want to remember, but it isn’t one that
you can learn in any book.
Designers who specialize in this sector work on crafting original
creations that cost thousands of pounds.
Most of the time, the designer will work directly with clients and
arrange custom fittings and alterations. This form of design requires a
great deal of skill, and the garment takes twice the amount of time to
make.

Haute Couture Guidelines:

If you choose to open an exclusive design house and would like to have your firm represented under this
label, you will need to adhere to some strict requirements.
The following guidelines are set forth by The Fédération Françoise de la Couture and The French Ministry of
Industry, and they must be followed by designers who wish to carry the haute couture label.
Guideline 1
They must employ an atelier in Paris with at least fifteen full-time employees

Guideline 2
They also must own a workshop in Paris that employs no less than twenty staff
Guideline 3
The fashion house must present a collection of both daytime and evening wear to the Paris press twice a
year for review
Guideline 4
Create custom 'made to fit' clothing for private clients and provide personal fittings

Is a Career in Fashion Design for You?

To work as a fashion designer, you should have a passion for clothing, accessories, or the fashion industry.
Since fashion design is a form of art, it would also help if you were artistic or have a creative eye, although it
is not necessarily a requirement.
The fashion industry is very competitive and constantly growing, so while there are some skills you can learn,
an aspiring designer should possess some or all the same skills as seasoned professionals.

Communication Skills
As you go throughout your day, you communicate verbally and non-verbally more than you realize. Some
people are naturally excellent communicators, and some people need to work at it. Since there can be several
people working together to create a garment, a fashion designer should be skilled in communicating with
clients, employees, models, and other designers.
It is always important to remember that anytime you are providing work where you will be offering a service
to a client, miscommunication can always be a factor. Let’s say, for example, you measure a customer for a
dress. A poor communicator would rely on industry jargon or designer terminology, and in return, the
customer might feel confused and will not communicate a vital need or want.
Try always to connect and bridge any gaps with your clients, employees, and co-workers.

Knowledge of Current Fashion Trends

One of the most important skills that you should have as a fashion designer is a knowledge of fashion trends.
A fashion designer is not only passionate about fashion; they study the runway and predict industry changes.
Fashion is a constantly evolving industry and what is hot one minute will change next.
Many times, a look from other eras will come back full-force, and a designer must be ready to take, and
embrace the change

Computer Experience
Many designers will work with sketch books and storyboards, which means you should have some experience
with drawing and artistry.
However, modern day influences have brought technology into the world of fashion. Over the decades, CAD,
or Computer-Aided Design, has changed the process.
Now, designers can sketch drawings by hand, transfer them onto the computer, and view their designs on
virtual models

Knowledge of Materials
A fashion designer will work with a variety of fabrics, fibers, materials, and patterns, which means you should
have an eye for the many different materials. This includes the origin and production of different fibers and
nylons as well as textiles and yarns.

Strong Sewing Skills

Any design that you create, you can sew on your own to quickly view on a model or mannequin, which means
you should possess strong sewing skills. Sewing is a learned skill, so it is not a mandatory requirement;
however, you should know which material works best for what you are creating

Drawing and Sketching Skills

Once you have decided which sector you will be working in, you will want to begin sketching an idea and
creating a garment.
For this to work, a designer will need to have strong drawing skills, which enables them to sketch their design
on a storyboard. This is the first step in bringing your vision to life.

Advantages of Fashion Design

Before making any decisions, you should look at the advantages and disadvantages of working in the fashion
industry.

Advantages
If you entered the fashion industry as a designer, the chances are good that you are an artistic soul who loves
creating clothing or accessories. With, once you have a completed design, it is very satisfying to see your
work worn on other people.
In this industry, you can harness your creative side, have fun, and reap benefits in the form of fame and
fortune.
Fashion design is one of the few jobs that offers a good paying, consistent income for your expression. Also,
fashion design awards you the opportunity to start your own small business.
Disadvantages of Fashion Design

Now that you are aware of the advantages, you

should review the disadvantages of your career:
As a fashion designer, you will be required to work
long hard hours to meet your demands, especially
during peak times like Fashion Week.
The job can also be very demanding when meeting
deadlines and you can be harshly criticized.
Additionally, some clients can be difficult to please,
and it may take some time to build up your
reputation. Also, the fashion industry is exhaustingly
competitive, and fashion trends are always changing.

Fashion Terminology - Introduction

In the fashion industry, there is a wealth of terms that you will hear, so you should be prepared with an
understanding of some of the most basic terms.
As you advance further into your career, these and others will become second nature.

Fashion
At the beginning of the module, we defined fashion design, but what is fashion? When you hear the term
fashion, it refers to a type of clothing, accessory, or shoe that is favored by a large segment of the population
at any given time.
A perfect fashion trend example could include polka dots, combinations of colors and textures, or the 1980s
style of dress.

Apparel
As you get more comfortable in the industry, you will hear this term quite often. Apparel refers to all clothing
that you will design and create in your career.
Garment
Once you have created apparel, such as a dress, coat, sweater, or an evening gown, it is most often referred to
as a garment or an item of clothing. You will also hear the term garment components, which refer to the
sleeves, collars, and cuffs of the apparel.
 Silhouette
This is a term that you will hear most frequently when you
are sketching, and it is used to reference the shape of a
clothing style. A silhouette forms the line of a dress and is
used to flatter different body shapes.
In your career, you will find that silhouettes are constantly
changing in fashion. Usually, whichever direction a
silhouette takes, whether it is wider, shorter, or narrow, is
the direction the fashion trend is following.
Although silhouettes have changed a great deal throughout
history, the straight, bell, and bustle silhouettes continue
to emerge and re-emerge throughout history.

Avant Garde
You may have heard this term already associated with the arts,
architecture, or other cultures.
The term Avant Garde comes from the French term ‘advance
guard'’, or ‘vanguard’', to represent individuals or works that are
unorthodox.
In the world of fashion, Avant Garde represents the most daring,
unconventional and wild designs.
There are several Avant Garde themed designs that hit Paris
Fashion Week every year including hyper construction dresses
and foam headwear.

Fad
As a fashion designer, you will spend lots of time analyzing
fashion trends and making predictions. In doing that, it is crucial
that you can recognize a fad, which is a passing fashion trend
that becomes popular quickly and dies out fast.
Classics
Another important piece of clothing in the world of fashion design are the classics. These are the garments
that are always acceptable and remain popular, regardless of fashion trends.
If you have a pair of blue jeans, a dark business suit, or a white dress shirt in your closet, then you own a few
classic pieces yourself.

Fashion Year
When it comes to the world of fashion, things operate on an entirely different calendar, so you need to
become familiar with the ‘fashion year’. For starters, the two most important seasons in the fashion year
are spring/summer and autumn/winter.
During August-September, fashion designers are very busy with International Fashion Week, which is when
designers showcase their collections.

The Fashion Cycle

As you have learned throughout this module, fashion is a constantly changing industry, and a designer must
stay current with the ebbs and flows of the different fashions. One thing that remains consistent in the
industry is the fashion cycle, which you will need to know and understand in your career.
What is a fashion cycle?
If you have ever seen bad fashion trends or fads, then you know first-hand that fashions do not always
survive from year to year. The ones that do not survive have cycled through the five stages of the fashion
cycle. As a designer, if you create a garment, it will pass through the very same process.
A fashion cycle is a term used to describe a process or period that fashion goes through. There are five stages
in a fashion cycle, and they all act as an uninterrupted flow, which determines what styles and designs will be
introduced in the new season.

It helps to think of the cycle of fashion as rolling waves in the sea.

As one wave of fashion gains popularity, another style is
forming close behind it. To truly understand the cycle, you
must familiarize yourself with the following five stages:

Introduction Phase
Many people visualize the fashion cycle illustrated in a bell
curve, and if you are a visual learner, it might help you as
well. On a bell curve, the first point, or the first stage in the cycle of fashion, is the introductory phase.
In this first phase, new designs, styles, colors, and textures are introduced at the highest prices and produced
in small amounts. These designs are then previewed during Fashion Week by major designers.

Rise Stage
The second stage in the fashion cycle is known as the rise stage, which is when manufacturers will copy
designer clothing using inexpensive fabrics.
At this time, the bell curve rises slowly as fashion becomes more accepted by people.

Peak Stage
The peak stage is at the very top of the bell curve representing the peak of popularity, also known as the
acceptance phase.
During this time, fashion is at its most popular and in such high demand that more manufacturers reproduce
the design at varying price levels.

Decline Stage
In the fourth stage, we begin to go down the slope as consumer demand begins to decrease. This is called the
decline stage, which occurs after so many copies of a design are mass produced.
After a while, people get tired of that look and start looking for something different, so the trend begins to
lose its appeal.

Obsolescence Stage
The fifth and final stage finds you at the end of the bell curve, completing the cyclic wave. At this stage of the
design, consumers are no longer interested, and they are looking for new styles.

Activities
The following activities require you to research and explore. Although they will not be evaluated, they will
help you grow and develop as a fashion designer.
Activity 1
Estimated Time: 10-15 minutes
This module discusses the three types or sectors of fashion design.
Now that you have a basic idea of what is available, you should explore each market further to determine the
type of designer you might like to be. For this activity, you will be exploring the top designers in every sector.
So, you should plan on researching the internet, visiting stores and exploring fashion magazines. Begin with
mass market fashion design, which will be the easiest sector for you to observe. Unless you purchase haute
couture or ready-to-wear designer clothing, you purchase mass market clothing yourself.
Next, you should flip through a fashion magazine or visit the designer section of your local department store
and take note of the ready-to-wear designs. What are the notable differences between the mass market and
ready-to-wear designs? Are there any advantages or disadvantages that you experienced as a shopper?
Finally, explore the elite world of haute couture, what sets these fashions apart among the rest?

Activity 2
Estimated Time: 10-15 minutes
The cycle of fashion flows much like a wave and helps designers to predict the ebbs and flows of design.
As you know, there are five stages in this cycle, which will determine whether a design will survive through a
season of mass production. Take some time to review the five seasons in the
cycle, then select a few of your favorite fashion designs throughout the
years.
Select two designs from any era, which you have either worn or find
appealing as an aspiring designer. Once you have selected a fashion,
study the design and explain how the garment fits into each stage in the
fashion cycle.

The answers, feedback, examples and advice section for this activity will
be found in the Resource Section.

Activity 3

Estimated Time: 10 minutes

The module discusses the origin of fashion design and where it came from. Think back on what you learned
and write a paragraph describing who invented fashion design and how it came to exist.

The answers, feedback, and advice section for this activity will be found in the Resource Sect

Activity 4
Estimated Time: 10 minutes

This module discussed some skills or characteristics that are important for an aspiring fashion designer to
possess. Think back on what you learned and list them.
 The answers, feedback, and advice section for this activity will be found in the Resource Section

Activity 5

Estimated Time: 10 minutes

Work your way through the following paragraph. Make a list of the most appropriate words to fill in the
missing blanks. There is a total of 10 for you to work through.
The term Avant 1_______ comes from the French term ‘advance guard’, or ‘vanguard’, to represent
individuals or works that are 2________. In the world of fashion, Avant Garde 3_______ the most daring,
4__________ and wild designs.

As a fashion 5_______, you will spend a great deal of time analyzing fashion trends and making predictions.
In doing that, it is crucial that you can recognize a 6____, which is a temporary fashion 7_______ that
becomes popular quickly and dies out fast.

Other important pieces of clothing in the world of fashion design are the 8________. These are the garments
that are always 9_________ and remain popular, regardless of fashion trends. If you have a pair of blue jeans,
a dark business suit, or a white dress shirt, then you own a few classic 10________ yourself.
The answers, feedback, and advice section for this activity will be found in the Resource Section.

Interesting Facts
Fact 1
To be called an haute couture house, a business must belong to the Syndical Chamber for Haute Couture in
Paris, which is regulated by the French Department of Industry. The syndicate has about 18 members,
including such fashion giants as Coco Chanel, Christian Dior, and Pierre Cardin.
Fact 2
UK fashion has a unique spirit and energy that ignites the imagination of the world. From its cutting-edge
trailblazers to the refined craftsmanship of its star designers, the originality and professionalism found in the
UK make it one of the most influential fashion hubs in the world.

Introduction to Fashion Design

This first module introduced you to fashion and offered you a basic overview of what a fashion designer does
on a daily basis. This module began with a basic definition of fashion design and introduced who invented it.
You also learned many of the useful skills that a fashion designer should possess in order to be successful in
this industry.
Regardless of the specialty, each fashion designer performs the following essential functions:
 Research fashion trends and makes predictions

 Visits to manufacturers or trade shows to acquire samples of fabrics

  Creates storyboards using sketches and designs

 Utilizes computer-aided designs to bring visions to life

 Makes technical patterns, sews, weaves, and knits

 Selects colors

 Works with models to help fit designs

 Attends and arranges fashion shows

 Overseas production of sample garments

Types of Fashion Design

As a fashion designer, you should be familiar with these areas as you could be working for some or all of them
throughout your career.
Mass Market:
Available in mass quantities at standard measurements.

Ready-to-wear:
A little bit more high-end and exclusive. Sold in smaller amounts and bear the designer’s name on the label

Haute Couture:
Original creations that cost thousands of pounds. The designer will work directly with clients and arrange
custom fittings and alterations.

The fashion industry is very competitive and constantly growing, so while there are some skills you can
learn, an aspiring designer should possess some or all the same skills as seasoned professionals. The
following skills are important:
 Communication Skills
 Knowledge of Current Fashion Trends
 Computer Experience
 Knowledge of Materials
 Strong Sewing Skills

 Drawing and Sketching Skills

You should have also learned some important fashion terminology, which will help you as you continue your
studies.
Some of the terms you learned touched on phrases you will use throughout your entire fashion career.
Here is a list of the terms you have learnt:
 Fashion
 Apparel
 Garment
 Silhouette
 Avant Garde
 Fad
 Classics
 Fashion Year

The module also covered the fashion cycle and explained how it affects the design process.
Finally, you should have learned the five different stages within the fashion cycle, the characteristics of each
stage, and how it affects the design process. They are as follows:
 Introduction Phase
 Rise Stage
 Peak Stage
 Decline Stage
 Obsolescence Stage

Now that you have completed this module, you know some basic fashion concepts and are prepared to move
on in the course.
In the next module, we will focus on the history of fashion and how it has evolved over the years.