Fashion Styling - Spring Semester

Semester Courses - Florence

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The Fashion Styling is one of the most important figures in the world of fashion, that acts as a narrator through the use of images of contemporary fashion. In addition to having organizational and practical skills, he must also have an excellent knowledge of the culture and history of fashion, of new styles, of past and present archetypes, of fabrics and colors so to be able to combine them and enhance them the best.

In this regard, the Spring Semester in Fashion Styling allows you to develop the necessary skills in order to propose innovative and effective visual languages, to be used in fashion shows, photo shoots, editorials, viral videos as well as visual content for social media.

In addition to acquiring a strong ability to understand trends, you will learn to use the media to attract new followers and enhance brand identity. You will be able to work in synergy and manage the team involved in the process of photo-shooting, image editing, set and lighting, as well as make-up, hairstyles, and accessories.

  • Credits
  • Start date
    February 2020
  • Duration
    15 weeks
  • Attendance
  • Language

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

Target: The course is designed for students attending their second year of university studies in Communication, Marketing or Fashion Styling, and for professionals working in one of these fields, seeking to achive career development and additional skills and knowledge in a specific field.

Methodology and structure: The primary objective of the Fashion Styling course is to teach you to develop a creative interpretation of fashion trends in line with the current “lifestyle”.
You will learn how to comprehend 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 a 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, you will learn how to use video making software as well as photography and video editing techniques. In addition, you learn how to analyze the different “video languages” and the influence and role of new media in the fashion system. The course will provide you with critical analytical skills about contemporary trends related to video production, understanding the key contents and design techniques.

Moreover, the program provides technical and methodological skills in visual design, in particular how to use graphic design software to create a customized publication and multimedia projects.
Based on an analysis of the trade press, you 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, you have the opportunity to visit showrooms and interact directly with industry professionals.


  • Study Plan

    • 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 you with the tools you 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. You 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. You 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, you 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 your own creativity, you learn to work autonomously. The porpose of this course is to develop your 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 you with a series of technical and methodological skills, the course teaches you 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, you 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 your ability to act independently and to apply the right methodology for devising, developing and producing a visual merchandising project. You will learn to develop technical skills and practical application capabilities to manage a creative project effectively, from the choice of location and the organization of the design set. Also you 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 teach you to realize 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.

Costanza Menchi - Course Coordinator

Costanza Menchi - Course Coordinator
Researcher and Counselor in Art History, specialized in History of Costume and Fashion. Founder of Let’s Work Artisans, the didactic project of Associazione OmA in Florence. She studied and taught both in the US and Italy. She’s always been interested in costume and fashion as disciplines that reflect culture and society of a country and as a communication tool.

Daniela Fiorilli

Daniela Fiorilli
Freelance Designer and Stylist Consultant. She started her career working for major companies both in Italy and abroad. In 2012 she launched Guen, womenswear capsule collection. She was selected by Vogue Italia as one of the best emerging talents. Her collection has been considered one of the most interesting fashion projects around the world in 2015 and exhibited during the Florence fashion week.

Giovanni Iozzi

Giovanni Iozzi
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 specialised 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
Visual Artist, Interaction Designer and Teacher, his work focuses on experimenting with interactive installations that explore elusive natural events such as space missions. It promotes interdisciplinary initiatives on the topic of interactivity and how Creative Technologist develops augmented and virtual reality solutions, mobile apps and videogames. Founding member of the collective Apparati Effimeri, he experiments with the new projection mapping techniques and specializes in interaction design projects.

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.  

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.