Fashion Events and PR

Summer and Winter courses - Florence

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This program focuses on the basic skills and methodologies employed in developing and producing  successful events specifically for the fashion industry. Students are expected to work outside of class in small groups and individually both for regular assignments as well as the final project.

They will learn how to merge the use of public relation strategies, fashion communication and event planning in order to stage an actual fashion event as their final project for a partner company.

This course affords students the possibility to take advantage of Florence as a historical city of design and fashion that has reinvented itself over the centuries and that in an age of globalization has a relevant role in the world of haute couture/fashion.


  • Start date
    July 2018
  • Duration
    3 weeks
  • Attendance
  • Language

The summer program in Fashion Events and Public Relations develops the essential skills and techniques to create and design professional fashion events. Students will learn how to merge the use of public relation strategies, fashion communication and event planning in order to stage an actual fashion event as their final project for a partner company.

Schedule:  From Monday to Thursday on a full time basis (morning and afternoon). The course has a duration of 75 hours spread over 3 weeks.

Level and prerequisites:  This program is designed for people interested in the world of fashion communication, in particular in fashion events and PR for fashion business. People with no prior knowledge or experience in the discipline. Skills such as fashion trends setting or sketching can be useful even if not mandatory. Applicants need to show strong motivation and the ability to work in groups.  This is a basic course so no previous studies within the field are required.

Learning outcomes

• Implementation of problem solving skills, working within a budget, team work, group conceptualization with through role-playing exercises and workplace simulations.
• Expose students to public relations professionals and through site visits to media events and guest lectures.
• Develop a mastery of fashion communication techniques and production of press releases and invites.
• Design and execution of a fashion public relation event in Florence.
• Application of fashion event management principles as part of the pre and post-production stages as part of the class final project.
• Experience working as part of a multinational student team effort in order to plan and execute the final project event.



Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Gabriele Goretti - Course coordinator

Gabriele Goretti - Course coordinator
Architect, Designer, Senior Researcher in fashion design strategy and luxury goods market. Senior Researcher within joint research Labs between Academia and advanced craftsmanship SMES. PhD in Industrial design, his professional profile is focusing on relationships between design strategies and advanced manufacturing processes. Moreover his research is focusing on product values communication through design-driven innovation based on technology innovation and traceability.  

Claudia Gelosa

Claudia Gelosa
Claudia is specialized in Marketing and Communication, having developed her skills as Advertisement and Communication Director for several national and international brands in the fashion, sportswear and accessories fields. With her communication agency Re.publique Architecture Communication, she manages the press office’s activities for several design studios and companies.

Riccardo Bresciani

Riccardo Bresciani
Freelance consultant in communication and marketing, he deals with strategic analysis for brands, from market concept to development plans and competitive repositioning. He's been working for years with important national and international research institutes and with clients such as food international companies and fashion and luxury worldwide relevant brands. He's in charge for a University of Bologna’s research project that aims to map the advertising creative trends in Italy within the years 2000-2012.

Camilla Di Biagio

Camilla Di Biagio
Camilla began her career by organizing runway shows and following fashion events and theatrical productions as a costumer at the age of 17. Camilla specializes in event organization and shooting production, particularly of fashion exhibitions and runway shows both in Italy and abroad. Some of her past collaborations include: Studio Galgano, Redstudio, Alta Roma, Stefania d’Alessando Make-up, Sergio Valente, Philip Morris Italia, You, Mandarina Duck and Bulgari. Professor of Fashion Events, Visual Language and Creativity Technique, Events Organization, Styling.

Sonia Patrizia Catena

Sonia Patrizia Catena
Sonia Patrizia Catena graduated in Culture and Techniques of Fashion and Contemporary Art History at the University of Bologna. She works in communication and press office for different companies about food, design and art. She has worked as senior of communication and marketing for Luigi Quaglia & C, a jewelery company. From 2010 she coordinates, as Art Director, the artistic program of Circuiti Dinamici. She teaches contemporary art history and she has taught methodology of communication at the LABA Academy in Rimini. She invented “Re-define the Jewel” competition (www. born in 2010 with the objective to promote a new aesthetic of contemporary jewelery.

  • Subjects

    • Fashion Communication and PR

      Students develop three group projects with possible communication plans and events for the clients. These proposals are combined and developed in the Fashion Writing and Fashion Event lessons and presented to the clients half-way through and then again at the end of the program.

    • Branding

      Students work in a group to create a branding brief of the company and present their work to the class. Presentations are then combined in the final company brief presented to the clients at the end of the program.


    • Fashion Events

      Creation of an original event concept for a client company including event proposals, communication plan and branding strategies, PR and communications techniques. Fashion events include event definition, material selection and set up of event, catering/lighting/ecc decision making.

    • Fashion Writing

      These lessons support and articulate further the Communication and PR classes by analyzing appropriate communication techniques for specific situations in the fashion world.
      The result is a well-written press release and event communication packet to communicate the event with.