Universitat Internacional de Catalunya

Fashion and Trend Communication

Fashion and Trend Communication
First semester
Main language of instruction: Catalan

Other languages of instruction: Spanish,

Teaching staff


The fashion journalist is a key figure to act as an intermediary between the creative world of designers, production and sales, and the public. The knowledge of this creative universe, of the industry, as well as its pecualir way of telling stories, make the difference to realize a journalism of quality, in front of the pink sensationalism frequently centered in the life of artists, models and / or celebrities.
The subject aims to bring students to the work of journalists specialized in fashion communication, in order to acquire the basic knowledge required and awaken the desire for further deepening in those who see in this field their professional future
On the other hand, and since the fashion industry goes beyond "selling clothes", awareness will be raised about the total phenomenon and its changing reality, as well as about the lifestyles it proposes and its repercussion in the construction of our environment and the personality itself.

Pre-course requirements



1. Contextualize the current situation of fashion in its historical evolution, as well as the particularities of its operation, economic and market context, etc., to acquire a global and integrative vision of the sector.

2. Acquisition of knowledge about how trends emerge and their influence on the configuration of people and lifestyles.

3. Know the work of the fashion journalist. Investigate the documentation process, sources and fashion communication 

4. Knowledge and awareness about the responsible consumption of fashion, its influence on our environment and on people. In this course, through various learning methodologies, 11 (out of 17) SDGs that affect the Fashion industry are addressed:

SDG 3 Health and Well-being
SDG 5 Gender equality
SDG 6 Clean water and sanitation
SDG 7 Affordable and clean energy
SDG 8 Decent work and economic growth
SDG 9 Industry, Innovation and Infrastructures
SDG 12 Responsible consumption and production
SDG 13 Climate Action
SDG 14 Life below water
SDG 15 Life of terrestrial ecosystems
SDG 17 Partnerships to achieve the goals


  • 01 CG - Capacity for self-evaluation and professional order
  • 02 CG - The ability to learn and act an autonomously and responsibly
  • 03 CG - The ability to work in a group
  • 14 CE - The ability to plan technical and human resources
  • 17 CE - The ability to produce spoken and written texts for journalistic projects
  • 18 CE - Ability to detect newsworthy events
  • 27 CE - The ability to understand and work with different agents of the journalistic profession
  • 29 CE - The ability to understand and apply different journalistic genres and formats
  • 36 CE - Knowledge and mastery of the distinction between opinion and information / colloquial and cultured registers
  • 37 CE - Knowledge and mastery of different techniques to contrast information
  • 43 CE - The ability and capacity to take responsibility for the communication area of an organization
  • 47 CE - The ability and capacity to expertly and strategically manage of corporate communications
  • 53 CE - The ability to know specialized areas of the journalistic profession

Learning outcomes

Students will:
1.- Will know the resources and professional dynamics of the different areas of journalistic specialization.
2.- They will be able to perform corporate communication tasks in entities of the working environment.
3.- Will know how to analyze and understand the keys of the fashion industry and trends.
4.- They will be able to adapt their attitudes and aptitudes of journalistic work to products and projects determined by this specialization.



1.  Fashion phenomenon and communication. Sector overview

2. A brief tour through the history and culture of fashion

    - The great designers

3. Identity, trends and lifestyle

4. Fashion industry and sustainability

    - Typology of fashion design

    - The fashion industry

    - Production systems

    - Fashion groups

5. The fashion journalist, journalistic genres and the technical language of fashion

6. Formats and communication channels

7. Influence of cinema on fashion. Clothing and styling of fashion (in film, television and platforms).


Teaching and learning activities

In person

Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. 0.4
Focused Praxis. Handing in occasional exercises to learn theory through practice. 1.2
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 0.4
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 1.0

Evaluation systems and criteria

In person

1st Call - Practices / Workshops in the classroom: 60% - Final paper (conducting a report or fashion interview): 40%   2nd Call The final paper mark will be kept and already passed (40%) and an exam will be taken (it will be 60%) If the final paper has not been handed over, the exam will be 100% of the mark.

Bibliography and resources

  • Díaz S., Paloma (2014). Comunicación y gestión de marcas de moda. Madrid: Gustavo Gili.
  • Pérez Curiel, C. & Naranjo, E. (2018). Periodismo e industria de la moda. Salamanca: Comunicación social, Ediciones y Publicaciones (*)
  • Del Olmo, J.L.; Paricio, M.P.; Sánchez, M. (2018). Marketing y Comunicación de Moda, Lujo y Lifestyle. Madrid: CEU Ediciones (*)
  • Posner, H. (2011). Marketing de moda. Barcelona: Gustavo Gili. (*)
  • Salcedo, Elena (2014). Moda: ética para un futuro sostenible. Madrid: Gustavo Gili (*)
  • Lipovetsky, Gilles (2011). El imperio de lo efímero. ANAGRAMA (*)
  • Del Olmo Arriaga, J. L. (2005). Marketing de la moda. Pamplona: EIUNSA.


 (*) En Biblioteca UIC


1. Global Fashion Drivers 2022

2. Mentalidades del consumidor 2023

3. Tendencias Moda 2023: ¿Qué es lo que viene?

4. El Mapa de la Moda 2022: Facts & Figures

5. Shaking Sustainability 2022

6. Informe de la Moda online española

7. Marketing y Comunicación de Moda 

8. Cómo las nuevas generaciones están volviendo a los peores hábitos del ‘low-cost’ más feroz

9. Fashion Films: el nuevo enfoque artístico de la moda

10. Primer festival del Metaverso: Burberry y H&M debaten sobre la lealtad a las marcas en la virtualidad