An Art Direction creates not only collections but also crafts the brand's narrative through his science of shapes and colors, his personal understanding of the Zeitgeist and his knowledge of history.
Objectives
- Understand the role of an art director by identifying the key missions and the difference between collection and image art direction
- Decode brand identity by studying the core elements that define a brand’s DNA, including values, visual codes, and heritage, and understanding their role in artistic coherence
- Develop a creative vision by establishing a unique signature aesthetic and translating it into impactful moodboards and concept boards
- Build a strong visual identity by designing color palettes, silhouettes, and material selections that align with a brand’s universe
- Enhance presentation skills by learning to structure, articulate, and defend creative ideas with clarity and confidence
- Balance creativity and strategy by merging artistic expression with business objectives for impactful and relevant art direction
Program
This program will help you refine your creative vision, build a strong visual identity, and master the essential fundamentals of collection art direction.
- Discover the journey of a designer managing his/her own brand while working as an artistic director for major fashion houses.
- Meet an awared fashion designer
- Explore the most influential artistic directors, their responsibilities, and the difference between overseeing collections and shaping a brand’s image.
- Learn to analyze a brand’s identity through key elements like motifs, silhouettes, and signature codes.
- Define and create as an artistic director a brand’s DNA through concept boards, color palettes, and material analysis.
- Experiment with volumes and paper collages to create unique silhouettes.
- Finalization and presentation of the final project
Tutor
Christine Phung is a French fashion designer. She studied fashion at the École Duperré and then at IFM Paris. She began her career working for brands such as Lemaire, Veja, See by Chloé, Baby Dior, Vanessa Bruno and Lacoste.
In 2011, Christine Phung launched her own eponymous label and presented her first show at Paris Fashion Week in 2012. Her brand is characterized by an innovative approach to fashion, combining traditional sewing techniques with modern technologies. Her creations are inspired by geometric, organic and architectural forms, contemporary art, the art of pattern and a singular view of the times. Christine Phung's creations are both emotional and functional.
She won the Prix des Premières Collections from ANDAM (Association Nationale pour le Développement des Arts de la Mode) in 2013. In 2016, she became Artistic Director of Leonard for 5 years, a luxury house that she helped to modernize while respecting its identity codes; she then became Artistic Image Director of Princesse tam tam for two years.
Today, Christine Phung continues to create innovative and sustainable collections, with her own arty and sustainable brand, while exploring new forms of artistic expression. She is also Artistic Director of the french knitwear brand LaFrançaise.
Certificate
At the end of the program, a certificate of participation in the Summer School is issued to participants who have attended all courses.
