The University of Hertfordshire has selected a London designer as its first professor of fashion, after it introduced a new degree in the subject.
The university says the fashion degree has a vocational aim
Professor Julian Roberts will oversee the BA Fashion course at the University's school of art and design.
Prof Roberts has shown 10 collections for London Fashion Week under two of his own labels.
He said students would "research, design, construct, manufacture, promote and market" fashion in the course.
Prof Roberts said: "What makes this course special is that the students will be given the opportunity to experience a broad range of creative and technical skills."
Judy Glasman, Head of Art at the University, said: "This course is particularly exciting as it melds creativity, research and business. "
Mr Roberts has designed for his own labels, Julian and Sophie and Nothing Nothing, and has worked as a consultant designer for luxury and high street retailers.
He has also been visiting lecturer in fashion and textiles at several other institutions around the UK.