Fashion Styling - Spring Semester

Semestral Course - Florence

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The Fashion Styling course provides students with the skills and tools to interpret trends and values in the fashion manufacturing supply chain. The program focuses on developing strategies of fashion styling and fashion communication in order to transfer the intangible values of the artifact to the contemporary global market. The Fashion Stylist must be able to critically analyze and develop the key content to be communicated, that includes the selection of appropriate media and creation of both print and digital promotional campaigns.

Central to this didactic philosophy of involving professionals and industry, the IED Firenze Fashion Communication program has partnered with LUISAVIAROMA of Florence, is a premier e-Commerce luxury clothing retailer of the world’s most important designers.

Professional profile - The Fashion Stylist plays an important role in fashion publications for both print and digital formats as well as in industry-related marketing and press offices. This profession includes such positions as Visual Merchandiser, Trend Forecaster, Fashion Event Planner, Fashion Blogger and Social Media Manager in the fashion and fashion-related industries.

  • Credits
  • Start date
    February 2018
  • Duration
    15 weeks
  • Attendance
  • Language

Schedule -  Lessons run from Monday to Friday, full-time.

Target - This course is for students and young professionals with qualifications from upper secondary school interested in a multifaceted career in the fashion industry.

Methodology and structure - The primary objective of the Fashion Stylist course is to teach students to develop a creative interpretation of fashion trends in line with the current “lifestyle”.

Students will learn how to understand product values and manufacturing excellence, select and define the key products values and fashion content, develop communication skills and develop the ability to present a fashion styling project and contemporary visual merchandising strategy.

The course covers the history of fashion in order to both identify trends and understand the communication processes. The program presents a specific focus on artisanship, especially related to the “Made in Italy” supply chain and approach to design. The evolution of trends and styles are presented through an historical, cultural, social and economic relevance in order to provide the foundation to develop the necessary skill set to understand and analyze the contemporary fashion system.

During the course students will learn how to use video making software as well as photography and video editing techniques. In addition, students will learn how to analyze the different “video languages” and the influence and role of new media in the fashion system. The course will provide students with critical analytical skills about contemporary trends related to video production, understanding the key contents and design techniques. Moreover, the program will provide technical and methodological skills in visual design, in particular how to use graphic design softwares to create a customise publication and multimedia projects.

Based on an analysis of the trade press, students will learn how to create a written and visual narrative and communication project, taking into consideration the appropriate styles and brand identity. 

As part of the project in the classroom, students have the opportunity to visit showrooms and interact directly with industry professionals.

  • Teachings

    • Modern Fashion History

      This course investigates developments in the history of contemporary fashion, so as to identify trends in the fashion system and how it communicates. The evolution in trends and styles is tackled from an historical, cultural, social and economic standpoint, providing students with the tools they need to understand fashion’s contemporary relevance, highlight its mechanisms and identify its key personalities and salient phenomena.


    • Video Language

      In addition to learning how to use video design programs and the most important techniques of video shooting and editing, this course analyses the aesthetic codes, the many different languages of the video medium and the influence exerted on perception and use of the fashion system. Students acquire the ability to exercise critique about the phenomena related to video production, translating the codes of their contents and understanding the techniques used to make them.

    • Digital Events

      This course analyses the role of new media in fashion events and fashion system main appointments. Students acquire the ability to exercise critique about the phenomena related to digital communication, interactive and digital event planning, translating the codes of graphics and video language in contemporary cycles of fashion.

    • Fashion Stylist

      In this course, students learn to understand and apply the entire process of fashion styling, from the preliminary research to the finished product. Experimenting with interacting with other artistic disciplines and developing their own creativity, they learn to work autonomously. The porpose of this course is to develop student's ability to make an original, creative interpretation of elements in contemporary lifestyles, so as to propose a contemporary view of them in a fashion styling and visual merchandising project.

    • Digital Communication

      The purpose of the methods and processes available for visual design is to communicate and present complete projects. By providing students with a series of technical and methodological skills, the course teaches them to use the principle graphic design programs to create a customised book, a portfolio and multimedia graphic projects.

    • Fashion Writing

      Starting out from an analysis of the trade press and by responding to specific questions, students are now expected to create a narrative, both written and visual, that takes styles and brand identities into due account.) Case studies highlight the importance of choosing the correct expressive language, semiotic codes, principles of marketing and mechanisms for using communications – from hard copy to the web and new digital tools.

    • Visual Merchandising

      The purpose of this course is to train students’ ability to act independently and to apply the right methodology for devising, developing and producing a visual merchandising project. Students will learn to develop their technical skills and practical application capabilities to manage a creative project effectively, from the choice of location and the organization of the design set. Partecipants will acquire the ability to observe and analyze the real world and contemporary trends in visual merchandising in significant fashion stores.  The aim of this course is to develop student's ability to make an original, creative interpretation of elements in contemporary lifestyles, so as to propose a contemporary view of them in a fashion styling and visual merchandising project.

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.  

Daniela Fiorilli

Daniela Fiorilli
She is a Free-lance Designer and Stylist Consultant. After attending Polimoda in Florence and F.I.T in New York. Fiorilli started her career working for major companies both in Italy and abroad. In 2001 she founded her studio offering her experience to important brands of ready-to-wear and luxury denim. In 2012 launches Guen womenswear capsule collection. She was selected by Vogue Italia as one of the new emerging talents for Vogue Talents september 2013 issue. On july 2015 the Guen was selected together with the most interesting new fashion projects around the world for an exhibition called A.I creative Crime in Palazzo delle Esposizioni during haute couture fashion week.  

Giovanni Iozzi

Giovanni Iozzi
Born and raised in Florence, since 1988 he has been working as System Administrator for communication systems in companies that deal with graphics, multimedia and interior design. He’s also specialized in research and development for strategic and operative marketing. Since 1996 he has been teaching at the Fashion Institute of Technology.

Enrica Guidato

Enrica Guidato
She has gained working experience as Head and Free-lance Designer for various fashion companies in Italy. In 2001, she started teaching both practical and theoretical fashion related courses for Art.e School,Lorenzo de Medici Institute, Florence University of Arts and Santa Reparata International School of art. Since 2005 she has been a Professor and Head of the Fashion Department at Santa Reparata International School of Art.  She is working on specialty fashion courses, with various U.S. Colleges, such as Virginia Commonwealth University and Washington University.

Alessio Valmori

Alessio Valmori
Architect and Urban Planner, he is a Founding Partner of de Gayardon Bureau: office for architecture, landscape and cities, based in Cesena, Italy. He works in Denmark, from 2009 to 2013 for international practices such as COBE and BIG - Bjarke Ingels Group (Copenhagen). He achieved a Master degree in Architecture from the University of Florence in 2012. In 2014 he exhibited a research piece at the 14th Venice Architecture Biennale curated by Rem Koolhaas OMA.

Giulia Rossi

Giulia Rossi
She has been working for over ten years as Communication Expert; among her clients Il Resto del Carlino, Lettera43, L’Espresso. As Head of Communications, she collaborates with companies in the sectors of luxury hotels, design, exhibitions and events related to art, food and culture. She is author of fashion publications, tour and restaurant guides, as well as a novel and collected testimonies of entrepreneurs on the subject of local development.  Personal website

Pietro Fantoni

Pietro Fantoni
He is a freelance Designer with a strong expertise on Visual Design applied to many fields where a high degree of aesthetic and function have to coexist to create the best brand experience. He is working on virtual reality visualization in 3D, advertising campaign in motion graphics or application User Interface. He has worked for different kinds of industries, from print to virtual reality projects.

Costanza Menchi

Costanza Menchi
She graduated at University of Florence in Art History, specializing in History of Costume and Fashion. She’s always been interested in costume and fashion as disciplines that reflect culture and society of a country and as a communication tool. Her skills are interdisciplinary, from costume to visual arts, from fashion to theatre, cinema, photography and music. At the end of her study program she further specialized in Italian Studies, Culture and Communication at Middlebury College (VT). She taught fashion Studies both in United States and in Italy and she has been teaching at IED Florence since 2009. Costanza believes in learning by doing and works for promoting the authentical Italian art craftsmanship. She is the founder of Let’s Work Artisans, the didactic project of the Associazione OmA in Florence.  Personal website