Kegham Djeghalian to give workshop at Photopia in Cairo

CAIRO – 12 December 2017: Paris-based visual artist Kegham Djeghalian will be conducting a workshop at Photopia titled ‘Art Direction & Image-Making in Fashion’ for the fourth year in a row, from Monday, December 18 until Friday, December 22.

The workshop, held in English and Arabic, will explore the relationship between image-making, art direction and the fashion industry’s reliance on images. Through image-making, fashion generates symbolic ‘goods’ that transforms its commodities into objects of fashion. With fashion, images are consumed before the product itself, and at times the image is the only relevant commodity. Image-making extends to more abstract terms as well, such as with visual identity, branding, narratives, story-telling and more.

Thus, art direction, the ability to tell a story through images, is an important skill to learn in order to be able to create images that are captivating and striking. This workshop will explore the methodology behind art direction and image making, and how it can be applied to creative arts as well. Djeghalian’s workshop will use practical projects, both individual and group-based, lectures and presentations to allow students to get involved with the concepts.

Djeghalian studied Image Design in Fashion at the French Institute of Fashion (IFM) and Visual Arts at the American University of Cairo, among other colleges, and currently teaches at the Paris College of Art.