The AAS in Fashion Marketing program is housed in the School of Fashion, alongside the AAS degree in Fashion Design, the BFA in Fashion Design, and the new MFA in Fashion Design and Society program. Students in the AAS Fashion Marketing program are immersed in a fast-paced yet flexible program that allows for customized courses of study, including a fully online version.
Students may join their colleagues in the BFA Fashion Design program in some elective courses and projects, as they are currently for Made in New York—Louis Vuitton’s initiative to promote local New York designers, the firm’s most recent collaboration with Parsons. They work with AAS Fashion Design students to produce Fashion Design’s Midseason Preview and Line Debut shows. “Tea times” hosted by the dean of Fashion are opportunities for program participants to meet informally and discuss topics of interest. For all students, the School of Fashion provides a platform for exploring work in light of concerns about sustainability in the context of a global network of trends, markets, and manufacture and distribution channels.
For fashion marketing, location is just about everything. The industry—and its associated creative fields—is anchored in New York, drawing world-class talent to Parsons. The faculty is composed of experts who have created and interpreted some of the most defining moments of fashion history.
Leveraging their experience and connections in fashion’s highest ranks, Fashion Marketing professors build classes around projects with industry partners. Recent courses include one developed by Julia Poteat and James Mendolia to partner with Li Ning, a Beijing-based athletic sportswear firm. Student teams from AAS Fashion Design and Marketing will create looks for Li Ning, competing for a sponsored ten-day trip to China to meet representatives of the company. Italian accessories retailer Braccalini is partnering with AAS Marketing for a class in which students will create marketing plans. Student collaborations with peers at Columbia Business School to develop luxury goods for partners like Chanel and LVMH Perfumes and Cosmetics build on students’ prior work experiences and provide intensive group-learning experiences. The online study option brings New York resources to students worldwide, and funnels international perspective back to campus.
The Parsons Fashion Marketing program is committed to reflecting real-world concerns and challenges. Through internships with partners like Louis Vuitton, Michael Kors, Carolina Herrara, Prada, J. Crew, The Gap, Vogue, Nylon, and the New York Times, students learn to address real-world concerns and challenges. Competing for an internship at Worth Global Style Network, Fashion Marketing students recently photographed New York street styles and developed a fashion trend story to be featured on the trendspotting consultancy’s website. Ongoing initiatives like the collaborative project with CARE and Ajkem’a Loy’a, a Guatemalan cooperative of artisans, afford students the chance to consider factors such as economic and ecological sustainability within an increasingly global marketplace.
Students visit showrooms, attend trade shows, blog for fashion magazines, and network at panel discussions and industry events like Fashion Week. In light of the industry’s shift away from print journalism, students can take a new course on fashion writing for digital media. Faculty members also invite guest lecturers and industry professionals such as Julie Gilhart, fashion director of Barneys New York, and alumni Proenza Schouler to share work-world perspectives.
Parsons’ Career Services offers other key resources: The office hosts events such as its recent Careers in Fashion panel, which brought alums working in menswear, womenswear, footwear, and other segments of the industry to engage with AAS students. Career Services also connects program participants with a host of design resources. For example, those seeking internships or help bringing products to market can look to nonprofits like NY Designs, a business incubator for local design industries and entrepreneurs.
AAS Fashion Marketing students learn to research aspects of their field that enrich their practice and develop their critical perspectives on the industry. The interdisciplinary curriculum has students view fashion from social, cultural, historical, and economic perspectives, taking into consideration the industry’s global dimensions. Lecture series such as Rethinking Fashion bring experts to campus to speak on concerns like the role of sustainability in fashion. The Fabric of Cultures: Fashion, Identity, Globalization, a recent panel held at Parsons, explored fashion manufacturing’s effect on local and global economies, cultures, and identities, providing critical foundations to students’ work.