Training fashion’s next image-makers and brand strategists: IED launches two new BA (Hons) fashion programmes

In fashion, a brand’s influence is shaped as much by the images it synthesizes as by the stories it negotiates. From the visual codes that define a high-fashion collection to the cultural conversations unfolding across digital ecosystems, fashion has evolved into a language of imagery, narrative and strategy. As the industry becomes increasingly driven by visual storytelling and radical transparency, pedagogical frameworks are evolving to meet these shifts.

To explore how fashion education is responding to these global currents, FashionUnited spoke with faculty leads Renee Jablonski and John Philip Eccles from Istituto Europeo di Design (IED). In September 2026, the institution will broaden its portfolio with two English-taught programmes: BA (Hons) Fashion Styling at the Barcelona campus and BA (Hons) Fashion Marketing and Promotion in Madrid. This expansion reflects IED’s strategy to strengthen its international undergraduate offer in Spain and respond to growing demand for professionals who can move fluidly between fashion’s creative and commercial dimensions.

Developed in collaboration with the University of Westminster, these programmes allow students to obtain a UK BA (Hons) qualification while immersed in Spain’s creative hubs. The Barcelona programme is validated by the London-based university, while the Madrid degree is awarded by it; a strategic expansion that strengthens IED’s identity as a global academic leader.

Styling: the architecture of the visual narrative

Despite their growing influence, dedicated undergraduate training for stylists has historically been limited, with many professionals entering the field indirectly through design or editorial work. For Jablonski, whose professional path spans retail, brand management and styling for film and commercial productions, the new Fashion Styling programme responds to a significant shift. “Stylists have become the image-makers of fashion today,” she explains. “They collaborate with photographers, filmmakers, designers and marketing teams to create the visual narratives that define how brands are perceived.”

The three-year curriculum explores fashion imagery through a multidisciplinary lens. Students progress from the technical foundations of image creation to the production of advanced fashion films, while engaging with cultural semiotics and art history to ensure they are not just assembling looks, but crafting imagery that resonates within a socio-economic context. “It’s not only about putting together looks,” Jablonski says. “Students need to understand the social, cultural and economic context of fashion in order to create imagery that carries meaning.”

Through workshops, media labs and project-based learning, students build a professional portfolio reflecting both conceptual depth and technical skill. “In such a saturated visual environment, developing a distinct creative voice becomes essential,” Jablonski adds. “That spark of individuality is what allows creatives to stand out.”

Marketing and promotion: negotiating shared meaning

At IED Madrid, the focus shifts to the strategic dimension of the industry. John Philip Eccles, whose career spans international fashion weeks and senior creative leadership roles, positions the BA (Hons) Fashion Marketing and Promotion as a framework for understanding contemporary brand communication. “Brands no longer sit above culture, projecting messages outward,” he says. “They exist inside culture, where audiences interpret, question and reshape what they see.”

The programme emphasizes authenticity and storytelling over linear advertising. Through project-based learning and industry-aligned briefs, students learn to balance creative ambition with commercial viability, working within budgets and timelines without losing the “romance” of a brand’s vision.

The curriculum progresses from foundational marketing principles to specialised modules in digital content ecosystems and reputation management. An optional industry placement year ensures graduates develop the “strategic clarity” required to position themselves within the professional landscape, with career paths ranging from brand strategy to content development and digital marketing.

A global classroom for ‘off the board’ candidates

A defining feature of both programmes is the presence of practitioner-educators, keeping students closely connected to the industry’s zeitgeist, what Eccles, referencing Karl Lagerfeld, describes as a “well-timed Swiss watch” of fashion relevance. Collaboration is central, with students working on real-world briefs in an international environment. Barcelona and Madrid offer complementary contexts: a design-led Mediterranean hub and a dynamic European business centre, forming a “mixing pot” of perspectives.

IED seeks “off the board” candidates: curious, driven and unafraid of ambiguity. As Eccles notes, being misunderstood can often signal originality. The programmes are designed for those ready to navigate the intersection of art, history and commerce, graduating as architects of identity. As he concludes: “Our role is to help students understand how the romance of creative direction bridges with the reality of the market. Only then does the work truly resonate.” Jablonski adds: “Through this experience, students will find their own direction and gain the knowledge to adapt to today’s industry, giving them an opportunity my generation never had.”