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Fashion and Editorial Branding (Honours Programme)

The last economic crisis and online competition from bloggers and influencers caused mainstream fashion magazines to struggle & disappear. Old publishing business models are no longer appropriate. Independent publishers are flourishing because of their unique formula. Homepages of brands look like magazines and companies start magazines as part of their communication.

Magazines behaving like brands and brands behaving like magazines: these are exciting times in publishing! No one knows which way we are headed, but one thing is rather clear: Editorial Thinking is a competency that can be used beyond the world of publishing.

We choose to go back to basics, the physical magazine, as it is the perfect tool for learning to work/think/act as an editor. A paper magazine needs an added value for consumers to spend money on it. It has to be produced with care: once at the printer there is no turning back.

In this minor you create a new issue of Garment magazine, have it printed and develop a strategy for launch. We dare you to create a whole new sort of fashion magazine, as the world is not waiting for another me-too-product. At AMFI we believe in learning by doing: you will brainstorm, style, write, design, translate online, print and launch. The program is split in two parts. During the first you will produce a trial issue for a fashion magazine. In the second you will work cooperatively to get the magazine 'out there'!


The learning objectives of this minor are:

•           The student can think and work in an editorial manner and develop content ideas for fashion magazines (& brands).

•           The student can create innovative content for a fashion magazine in writing, visualisation and design.

•           The student can create a concept idea to differentiate a media brand in the marketplace.

•           The student can decide on a form that fits the concept.

•           The student can decide on a launch strategy that fits the concept

•           The student can communicate own strengths and weaknesses in editorial thinking and is able to back this up with portfolio work and the Process Book.

Aanvullende informatie

Questions about the minor?
Contact Frank Wijlens, 

Questions about the Kies op Maat procedure?
Contact Natalie Kammeron,

Note: The registration period for HvA students is prior to the registration period for non-HvA students. This may mean that the minor is already full before the start of the Kies op Maat registration period.

There are 5 places available. Applications will be processed in the order of receipt of signed learning agreements.


The teaching and examination regulations of the Bachelor programme apply.

* This is an excellence programme. Therefore the minor has an intake procedure except for student (i)FB and (i)FD. In case you are interested to follow the minor, it is recommended to start up the intake procedure about 6 weeks prior to the registration period (so before September 21st 2020).

* Students need demonstrable experience in publishing, graphic design, writing, visualisation and/or fashion (portfolio). Your portfolio must show demonstrable experience with Photoshop, InDesign and Illustrator. Students should have a basic knowledge of both Fashion & Publishing Industry, preferably visible in your portfolio.

The intake procedure: - write an extensive motivation on why you fit this minor (why fashion? why indie magazines? why you?). Your letter must be supported by a letter of endorsement by your mentor. Send this all, along with your portfolio as a low-res pdf:

Convincing students will be contacted for an intake interview in which expectations and skills will be evaluated; based on the interview will be decided if you qualify for the minor. If your motivation letter and portfolio show you don't meet the admission requirements, you will be notified by mail.


Components, study points and deliverables (assessments):

- Magazine 7 ECTS

- Photo Styling 3 ECTS

- Copy & Editorial Writing  2 ECTS

- Art Direction, 2 ECTS

- Publishing Brief, 2 ECTS

- Creating the Brand, 14 ECTS

If a student fails to successfully complete the minor in the period in which she took the minor it is possible to finalize the minor in a following period in which the minor is given.

If a minor is no longer offered or in case the minor is rewritten, the degree programme will offer students a further two opportunities to finalize this minor in the following year.


Will be published in the Study Manual.


We assume you are available at least 40 hours per week.


Resits take place during the minor. In case this is not possible, the resit will be scheduled in consultation with the student.

Contact Time:
Contact hours change per week , depending on the work process, the development of your products  and the availability of (guest) lecturers. We assume you are available 40 hours per week - you will need this time to produce your work anyway, and it includes contact hours.