New! The Fundamentals of Fashion Design, 2nd ed.

The Fundamentals of Fashion Design, 2nd ed. offers an exciting and inspirational introduction to the key elements of fashion design. 

The Fundamentals of Fashion Design examines everything from research to design, different types of fabrics and properties, and machinery and methods of construction. Jenny Udale and Richard Sorger also discuss how a collection is formed, whom it is designed for and how it is promoted.

This new edition has been updated with in-depth case studies, interviews with internationally acclaimed fashion creatives (see below) and design exercises.

Case studies:
Alexander McQueen
Maison Martin Margiela

Alan Humphrey Bennett, Bally
Kristin Forss, Marni
Louise Gray
Richard Gray
John-Gabriel Harrison
Virginia James, Poetry and Wrap
Peter Jensen
Winni Lok, Calvin Klein
Michele Manz, 7 For All Mankind
Colin McNair, John Varvatos



“[The Fundamentals of Fashion Design] gives a nice overview of the industry in a fun, modern way. I think this will get students jazzed up about studying fashion!”
Suzanne Cotton, Columbus College of Art and Design, USA

“A good introductory text with informative visuals mapping the important aspects of fashion design.”
Alison Gault, University of Ulster


The research book


Fashion silhouettes - Comme des Garcons and Viktor & Rolf


Alexander McQueen case study


Colours, seasons and fabrics


Fabric - Photoshoot by Elena Rendina for Wonderland magazine (2011)


Interview - Michele Manz, creative director for 7 For All Mankind


Draping on the mannequin


Promoting a collection - lookbooks and line sheets


Putting together a collection - Womenswear Prêt-à-Porter Fashion Year calendar


About the authors:

Richard Sorger is a fashion designer whose own label collections have sold worldwide. Swarovski and the Victoria and Albert Museum, London, have both commissioned special pieces from him and the V&A recently acquired one of his dresses for its permanent collection. Richard is the final year design tutor for the BA (Hons) Fashion course at Middlesex University, UK, and has taught at various other institutions including Central Saint Martins and the London College of Fashion.

Jenny Udale studied BA Fashion Textiles at the University of Brighton and MA Womenswear at the Royal College of Art, with a focus on innovative printed textiles. Jenny successfully launched her own womenswear label after graduation. Currently a freelance printed textile designer, she sells mainly to the UK and US markets. She has lectured in fashion and textiles at the University of Brighton, University of Middlesex and Kingston University, and is currently pathway leader for textiles at Ravensbourne College, UK. Jenny authored Basics Fashion Design: Textiles and Fashion (AVA Publishing) and is currently writing a book about contemporary knitwear.


The Fundamentals of Fashion Design, 2nd edition will be available to buy from the AVA website in July. Visit: