Fashion Communication and Styling

Master - Milan

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Communicating the contents of fashion is a complex task, which requires a reactive approach and the application of strategic measures in a changeable and unstable market. The Master in Fashion Communication and Styling forms key figures in the fashion who deal with the relationship between the market and the evolution of new media and the crucial role of visual communication in the world today. The Stylist is the one who adds value to the communication of fashion products, which creates the image and is responsible for the choice of the items and the selection of combinations to present in the collection. The Stylist is a real fashion reporter, the link amongst the fashion manufacturer, consumers and readers of fashion magazines.

Career opportunities - Students can work as Fashion Communication Managers, Image Consultants, Fashion Stylists, researchers and Trend Setters, public relations Managers at press offices, public relations and event organization agencies, publishers (for printing, web and TV) and design offices of Italian and international fashion houses.

  • Credits
    60
  • Start date
    January 2017
  • Duration
    1 Year
  • Attendance
    full-time
  • Language
    English

Target – The Master is addressed to those applicants, both Italians and foreigners, who have a good first level degree in Fashion, Communication and Marketing, as well as to young professionals with at least two years of experience in the field.

Methodology and structure - The focus of the Master in Fashion Communication and Styling is the combination of theoretical contents, analysis and study of the manufacturers of the most successful fashion and practical activities, carried out in collaboration with companies and industry professional practitioners in an international context.

Since the visual communication of the brand has now become essential, the course gives special emphasis to the study of styling, elaborated by practical exercises, designed to represent the market values and the aesthetics of the brand effectively.
The fashion communication expert must have a good understanding of the trends of a particular sector of the market, being able to develop new techniques of dissemination of information and to manage communication processes typical of the fashion world.
After an initial study of the fashion industry from a historical, cultural and visual perspective, participants acquire knowledge about the communication process of fashion: from the structure and the activities of a press office, to the organization and management of a fashion show as a moment of visibility and strengthening of a brand identity, up to the publishing world and events.

Part of the course is then dedicated to the activities of the stylist from a practical point of view: from the structure of a photographic set to the iconographic research.

The Master ends in the Final Project’s presentation, aimed at checking the skills acquired.

  • Syllabus

    • Fashion Communication

      The course uses case histories in order to develop communication skills through improving analytical and critical skills, towards the building up of a communication strategy.

    • Fashion Culture

      Objective of the course is to analyze fashion as a historic and cultural phenomenon, from the growth of the stylistic codes of the end of 20th century to the development of the so-called avant-gardes style of the 21st century. It also deals with the emerging figures and fashion weeks, the editorial and web scenario, as part of the new representation of the fashion world.

    • History Of Fashion Photography

      The course deals with the greatest fashion photographers and their impact on aesthetic ideals, their techniques and style of composition, influences and connections with the art world.

    • Publishing Companies

      The main objectives of this course are to make students know the history of fashion publishing companies from printed paper to web magazines and to understand the structure of a fashion magazine, the differences in contents, graphics and target among fashion magazines though the analysis of the main European and American publishing companies.

    • Fashion Web Communication

      Analysis and use of Internet as a business and communication tool: from Business-to-Business and Business- to-Consumer activities to viral marketing.

    • Writing On Fashion

      Fashion Journalism: how to write an article on style and fashion, its characteristics and details. Part of the course will allow students to experiment practical composing.

    • Photo Set

      How to act on a photo set: basic photographic and lighting techniques as important tools to express and communicate during editorials and adv campaigns.

    • Styling & Shooting Still Life

      How to compose a still life photo / Which objects are more photogenic / Different styles of still-life / Working with a photographer.

    • Styling & Shooting Menswear

      How to build a men’s fashion photo-shooting / How to find a fashion idea / How to choose the garments and prepare a male outfit / A photo-shooting practical lab.

    • Styling & Shooting Womenswear

      How to build a women’s fashion photo-shooting / How to find a fashion idea / How to choose the garments and prepare a female outfit / A photo-shooting practical lab.

    • Press Office

      Analysis of the various working methodologies and the different roles in a press office / Actions and goals in a public relations office / What they are for and how they work / Press office and fashion parades / Working projects and functions in connection with the different sectors in the fashion business: haute couture, prét-à-porter, streetwear, young fashion / Intensive, selective and exclusive distribution.

    • Events and PR

      Events and Fashion: tools for increasing a brand’s visibility and popularity experimenting new methodologies for the concept creation and the design.

    • Final Project

      The Final Project is developed in response to a client’s real brief and involves the student’s conceptualization skills and creativity; the objective is to look for a solution that solves tomorrow’s problems, not just today’s.

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.

Sara Maino - Course coordinator

Sara Maino - Course coordinator
After studying at the “International School of Milan”, at age 19 she had the opportunity to do an internship at Vogue Italy. Subsequently she worked as Assistant first, then Editor, getting the chance to work with the greatest photographers. Today she is Senior Fashion Editor of Vogue Italia. She’s also in charge of Vogue Talents, travelling throughout the year in search of new talents.

Tommaso Basilio

Tommaso Basilio
Free-lance journalist, he worked as Fashion Editor for several CondéNast mastheads, such as Myster, Per Lui and L’Uomo Vogue. He has collaborated as Vice Editor in chief at Costume, bimonthly magazine. He’s also been Art Director and Communication Manager at Romeo Gigli, as well as Communications and Press Office Manager for Malo. Currently he’s collaborating as Stylist and Writer for Class Editori, RCS Media Group and Italic. He is also involved in copywriting and photography activities.

Leila Cerullo

Leila Cerullo
Lifestyle Coach she has developed over twenty years of experience in the fashion field, working in the press office of some of the most important fashion companies and brands such as Emporio Armani and Valentino. She was Head of PR and Press Office UK&WW for Vivienne Westwood in London and Fornari Group and Fashion Box Group back in Milan. She has also been Senior Account Director at Karla Otto, one of the most relevant PR agency in Milan.

Stefano Guerrini

Stefano Guerrini
He started his career writing on various fashion magazines, in particular on Donna monthly magazine, L’Uomo Vogue, MF Fashion and also on website of GQ Italia Magazine. He has then become Fashion Director of the bilingual quarterly magazine Label. In 2005 he has started collaborating as Fashion Journalist for Made 05 free-press magazine, then renamed MadeWithStyle, and from November 2010 he’s become its Fashion Editor. He also collaborates with EFF, bellomag.com, labelmag.com e manchic.com and in 2010 he has founded his own blog.

Elena Muserra De Luca

Elena Muserra De Luca
She has worked in the fashion world since the beginning of her career. Started from the styling office she moved in the communication environment working for Karla Otto. In 2006 she joined the Mariella Burani Fashion Group as Press Office Manager. After 3 years she went to Pinko as Head of International PR. Currently she is Senior Partner at Connexia for the Fashion Area.