Understanding fashion media and how media represents the work that you do as a fashion designer, or how you participate in the styling and marketing of fashion, is really at the heart of the whole industry. People only know about your work through media. They don’t understand your brand from direct experience. They only understand it through a magazine, blog, video, or on a runway. Generally speaking, the vast majority of people will be experiencing your brand through some form of media.

Understanding how your fashion business or design work is being represented in this two-dimensional form – whether it’s on a screen or page, can help you determine what works for your particular brand. The attitude and demographic of the publication should be the right fit visually and language-wise for your brand for it to make the most impact. Getting the right visual language for your design, your brand, and putting it into the right media context that represents your audience, customer base, and approach is crucial to your success.

This can mean many different things depending on where you’re starting as a designer and the design attitude is of the brand. It may be a lot of images are basically very indexable. Many fashion education websites that are merchandising clothes directly will be very descriptive. In other contexts, in more cutting-edge magazines, they might be representing the fashion where the clothes aren’t the main focus. The point is the whole attitude, mindset, demographic, or community with similar values to your brand. The clothing fits into that, but it’s not necessarily the only driving force.

Online fashion education can help you pinpoint which media outlets are a fit for your overall brand audience and aesthetic. Understanding the media context and how it works with your brand is vital to sharing your work with your desired audience.

Because production is a vital part of the industry, it’s essential to understand the production process and all it entails. The clothes we wear and essentially everything we own is produced somewhere else. All products are sourced, manufactured and distributed.

To work in the clothing industry, you must have a reasonable grasp of what is really involved in the production process-supply chain, the environmental issues, labor issues, quality issues, etc.

It’s important to know and truly understand the customer, including their demands and expectations. You’ll also need to know your price point and how that translates into the various fabric and textile options you offer your customer. You’ll need to know where you’re sourcing materials from and how the products will be manufactured.

Having a good relationship with your manufacturers is critical. There’s a certain degree of trust involved. You’re relying on the manufacturer to execute and deliver your design from across the world. There’s naturally going to be some concerns at first. Will the design be what you requested? Will it work? Will the fabrics used meet the quality and durability standards you demand?

If you don’t get this right, customers won’t come back. If they’re disappointed by the quality, or they’re disappointed by the way the fabric feels, or they think the brand doesn’t embody their values in terms of environmental issues or labor issues, you’re going to have a hard time establishing an on-going relationship with the customers, which is key.

Consumers are holding brands and their designers accountable for understanding environmental issues and sustainability. In the fashion industry, you’re expected to understand the environmental consequences of choosing one fabric over another, the effects of the manufacturing and dyeing process, whether it contributes to water pollution, and more.

You’ll need to know the labor involved in manufacturing, as labor issues can impact the brand identity and the way customers perceive your brand. Customers must feel comfortable with the production process and the values the brand embodies in terms of labor, because as stated before– satisfied, repeat customers are a must for success in this industry.

These are all things that will ultimately impact your brand. In the age of the internet, transparency is everything. There’s little room for error. Thanks to social media, word spreads fast. Customers are quick to “cancel” brands if they’re not producing quality products that align with their values, pose a threat to the environment or misuse laborers. Being ignorant of it, pleading ignorance after the fact, or saying it wasn’t your fault, doesn’t cut it nowadays. Designers and everyone involved in the design industry should ensure they have a really good understanding of all the aforementioned production issues in order to make wise choices.

You have to understand what your choices represent and take responsibility for those choices. On one end, you have to know your customer. You need to know what they can afford, what they want, what they expect and hopefully exceed their expectations. On the other end, at the back end, production sets your price points and also connects to marketing, thus production embodies your brand and your brand’s values.

Coming up with a compelling concept for a magazine cover is one important aspect of fashion media. As the editor of Teen Vogue, Amy Astley worked to conceptualize an innovative cover idea based on fashion education, trends, and matching the themes of that month’s publication.

For the August 2015 cover shoot, Astley and her team tied in the theme of going back to school, which often means buying new jeans, and gave the issue an overall denim theme. They decided on creating three different covers, each separate cover featuring one of the three models selected. Each model was wearing denim.

It gives you very quickly the idea that it’s a denim issue, which is why I think they’re impactful and successful, because they’re not confusing. The number one thing is, which pictures do we feel the most strongly about. And again, for me, the driving force is always trying to make the layout and the photo selection memorable, because there are so many images out there everywhere. We’re all inundated with them, not only in magazines, but certainly coming from digital media and just everywhere. There’s a deluge of photos. Instagram – everyone’s a photographer now. But you want your photos to stand out. So that’s why we put so much – lavish so much care on the prep of the shoot and then on this picture selection and the design and the layout, trying to make the whole thing really memorable. (Amy Astley)

Every step of the way in fashion business and media, there are challenges involved in booking the desired talent, beauty, production team, dates, and locations. Astley says it truly takes a village to help make the cover shoot conceptualization come to life. Ultimately, the day of the shoot things often magically come together and they wind up with a memorable magazine cover.

For stylists and designers starting out in the industry, there is one big lesson to learn: No matter how many creative programs you have completed, nothing can really prepare you for the business side of the industry. You will need to learn the business if you want to build a career.

Many creative people are not necessarily business-minded. Our minds are bouncing everywhere, swimming in different creative ideas. Unfortunately, in order to build a career, you have to know and understand the intricacies of the business. As your business improves and you become fortunate enough to have projects that are not only paying you but the people who work for you—your payroll– you will spend half of your time being creative and the rest of the time dealing with business issues.

Many designers find that as they move deeper into their careers, there are thousands of things that they don’t know, from starting a company to hiring employees to communicating with factories and managing deliverables. For example, one of your first lessons will be coming up with the start-up capital to get your business up and running.

So, while you are spending valuable time conceptualizing and designing a collection, simultaneously you need to keep an eye on the business. It is vital and it is something that nobody teaches you in school.

This course focuses on fashion production, and how production impacts all aspects of the fashion industry. The assignments you will receive are intended to reinforce what you learned in the video lessons. They will give you an opportunity to get practical experience and maybe try something you haven’t tried before. These assignments have been created to help you build your portfolio and your skill set.

Teen Vogue was always meant to be about the young woman discovering herself, and all the different aspects and facets of herself. For Amy Astley, that core mission hasn’t changed, even as it has evolved with the times. Overall, the photography and the look of the magazine are more sophisticated now. She explains, “That’s because we’ve gotten better at what we do. We’ve grown and become more sophisticated. I’m not even the same person I was when I started it 12 years ago.”

The readers have changed and aged up with the magazine, as well. The core audience is actually in their early 20s. And by giving them a sophisticated product, Teen Vogue has been able to push the envelope over the years and make the magazine more special, sophisticated, and challenging photographically — from not only beauty, but also styling and fashion POVs (point of views) too.

So that’s what the word “teen” means for Teen Vogue — young, fresh, new. But not junior. The magazine itself was mind-blowing for many when it started, and that has only continued throughout the years. For Marie Suter, it’s working with the talents of today that are relevant.

Her first cover with Teen Vogue was Selena Gomez on the beach, and it might have been the third time she had been photographed for the magazine. Marie shares, “So it’s like, OK, what do we do now? We just tried something very different with a positive message for celebrities, about being young and fresh. Selena was a bare beauty on this cover and she looked gorgeous and grown-up.” They did less makeup, less hair. Stripped down the clothes to something simple.

From a design standpoint, Marie made it more grown-up by removing things that would steer the shoot to look a little younger. And all without redesigning or changing the essence of the magazine. So think more evolution in style. Instead of 75 colors on the page, maybe one would be good. Clean it up. Have a very clean cover. For Amy Astley, these are really beautiful. Don’t just go and do the same thing because the cover model always looks good with a red lip. Push yourself outside of your comfort zone.

It’s also helpful to seek out collaborators, especially photographers and stylists, and even the subjects themselves who will help to push you into new territory. Sticking with what you’ve always done is a problem with any creative endeavor. As Marie says, “If it’s not slightly scary, it’s not going to be special.”