The Art of Creative Direction

Meet industry experts from frieze, British VogueThe Gentlewoman & more

10 Mar 2018
11:00am - 5:00pm
The London EDITION (Room: Basement)
10 Berners Street
London, W1T 3NP
United Kingdom

Discover how to break into the world of creative direction.

Meet the storytellers who work behind the scenes in fashion, branding, luxury retail, visual merchandising and commercial photography during this invaluable full-day course, part of our series dedicated to Creative Visionaries. Get practical advice on what it takes to run a studio and learn how to communicate your vision through a diverse array of media.

Subjects will include how to:

  • Find and maintain your voice and aesthetic
  • Manage budgets and meet tight deadlines
  • Work with a plethora of brands including both luxury and high street labels
  • Understand the day-to-day practicalities of being an art director

Jo Craven will host the day, she is Head of Programming at Frieze Academy. Her past roles include being Features Editor at British Vogue, Arts and Lifestyle Director at Porter magazine. Her remit has always been to generate cultural content for a global audience in print and digital as well as across social media.


Mel Bles' unique approach to photography has been showcased within some of the fashion industries most influential titles including PopDazed & Confused, iDAnother ManArena Homme +, and Noon. Bles' background in design has informed her style and drives her to continually challenge communication within the realms of fashion photography.  This has in turn led to professional collaborations with clients such as Gap, Nike, Esteé Lauder, Fendi, M Missoni, and Acne.

Es Devlin is widely considered the world’s foremost stage designer. She works in opera, theatre, fashion, retail and pop music. Based in London, her work tells stories, devising designs that amplify drama, giving physical form to psychological ideas. Projects range in scale and budget, artists inform her visual vocabulary, avoiding any visual style tropes, her work rests in the memory. On the day she will talk through how she works to give physical form to a shared human imagination. 

Veronica Ditting runs Studio Veronica Ditting, best know for her work for The Gentlewoman and previously Fantastic Man. She runs a wide-ranging practice that includes branding work for Hermes, Tiffany & Co, COS, as well as book publishing projects. She has worked with photographers ranging from Inez & Vinoodh to Alasdair McLellan. Ditting will discuss developing a signature style, her inspiration, process, vision and the practical disciplines that guide the way she works.

Natalie Doran is one half of renowned photographic agency D+V, who have made it their mission to seek out and nurture photographers with an indelible signatures: Steve Hiett, Stas Komarovski, Marcus Ohlsson, Tom Ordoyno and Jacob Sutton. Their roster work with editorial ranging from Vogue to Dazed and Confused as well as brands from Burberry to Fendi. Doran will be discussing how to make a mark, build a career and navigate editorial and commercial demands.

David Lane is the Creative Director of frieze and Lane & Associates, a consultancy specialising in creative direction, design, moving image, content and curation. He has produced campaigns, films, exhibitions and publications for clients as diverse as Stella McCartney; Hermes; LVMH; Nike; Google; Tate; Facebook; Somerset House and Adidas. Lane is also the co-founder, creative director and editor-in-chief of the biannual, food and culture journal, The Gourmand. Lane will be talking about the working life of a creative and art director, from large scale projects for clients to getting personal projects off the ground. He will focus on the key turning points in his own career, adapting to new media while making traditional print media as contemporary as possible. 

Johann Svensson is the newly appointed head of Creative Direction for British Vogue under the new editorship of Edward Enninful. Formerly design director of W magazine, as well as art director of Vogue Paris, Svensson will talk about the life of a creative director in print and digital across the Vogue brand.


Tickets include lunch and coffee breaks, with a chance to engage in discussions with each of the speakers.
Frieze Academy offers a select number of complimentary bursary places on this course for the unwaged, students and pensioners. If you would like to apply, please send one paragraph explaining why you believe you qualify and why this specific course is of interest to The application deadline is 18 February 2018 and successful applicants will be notified by 23 February. 

Our host venue is The London EDITION hotel.

Image: Creative Direction by David Lane and photography by Roe Ethridge for Issue 09 of The Gourmand 

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