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Digital Playground: Where Luxury Fashion is Finding its Sense of Humour

How does humour help build a fashion brand? Learn how fashion businesses are connecting with a new generation of consumers.

608 enrolled on this course

A woman smiling with red lipstick and colourful purple eye make up posing in front of a red, blue and yellow wall.
  • Duration

    4 weeks
  • Weekly study

    4 hours

Examine the ways luxury fashion brands use humour for creativity

Humour helps connect humans on an emotional level, and it’s a strategy brands are now using to attract a whole new generation of customers.

On this three-week course, you’ll delve into the definition of the science of humour and its application by both heritage and luxury fashion brands to rejuvenate their creativity.

You’ll discover why brands are infusing humour into their digital campaigns, and how they are implementing it across social media to connect with younger consumers.

Explore case studies from top fashion brands

You’ll delve into the sensations of humour and joy, and understand their role in the creative process.

To help explore these concepts, you’ll unpack a range of case studies from top luxury fashion brands including Vivienne Westwood and Hanifa.

Delve into different communication strategies

You’ll critically assess communication strategies put forward by luxury fashion brands to understand which techniques work.

You’ll also analyse the ethics of humanising a brand by using humour. In particular, you’ll evaluate the development of brand ‘personas’ and the consequences of this.

By the end of this course, you’ll understand why and how fashion brands use humour in their digital communication strategies, and the opportunities and challenges that surround this.


  • Week 1

    Digital Playground: Where luxury fashion is finding its sense of humour

    • Digital playground: Where luxury fashion is finding its sense of humour

      Welcome to The Digital Playground

    • Defining Humor: The Underlying Themes

      What constitutes the concept of contemporary humour?

    • Humor Codes and Generations

      How humour is perceived by and used across generations

    • Week 1: Recap

      Let's reflect on learnings for the week

  • Week 2

    Why premium luxury brands are embracing humour for marketing success.

    • Discover why premium luxury brands are turning to humour for their marketing success.

      Discover why premium luxury brands are turning to humour for their marketing success.

    • How Luxury Fashion Brands are Using Humor

      A quick look into illustrative cases of humor in luxury fashion

    • Week 2: Recap

      Shall we reflect on the learnings from week 2?

  • Week 3

    Humour in Fashion Voices

    • Humour in Fashion Voices

      Humour in Fashion Voices

    • Speaking to the Voices of Humor

      Here, we review and discuss the themes of fashion with leading voices in the space.

    • Reflecting on Week 3

      Quick reflection on learnings for week 3

  • Week 4

    Humour in Fashion Design

    • Humour in Fashion Design

      Humour in Fashion Design

    • In Real Life: Humor in Fashion Design

      Case Studies of Humor in Fashion Design

    • Course Recap

      Time to review everything we have learnt on fashion and human

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore the luxury fashion social media landscape through the lens of the science of humor
  • Critically assess communication strategies put forward by luxury fashion brands

Who is the course for?

This course is designed for anyone wanting to learn about fashion consumer psychology and the role of digital strategies.

It will be particularly beneficial for those wanting to pursue a career in the fashion industry.

Who will you learn with?

Dr. Marcie is the Founder & CEO of Leading With Humour and a coach, speaker and stand up comedian. She has guested lectured at HEC Paris and Cambridge Judge Business School.

Samantha is an Honours Law Student, fashion, culture writer and creative consultant. Her work predominantly uses fashion as a lens to explore anti-capitalist, abolitionist and decolonial thinking.

Who developed the course?

The Hopenclass

The Hopenclass is a cultural and creative space to (un)learn. Our global think tank stands at the intersection of Culture and Academia. We explore interdisciplinary subjects from entertainment, to business, sustainability and art, and how these influence humanity. The Hopenclass values emotional intelligence and soft skills over IQ, and the real world agrees with us.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

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