Fashion Communication - Spring Semester

Semester Courses - Florence

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Fashion is closely linked to communication as it allows brands to communicate their products, identity and strategy. For this reason, it is very important to be able to design advertising campaigns as well as to identify and organize promotional activities, through the most appropriate communication channels, in order to convey the characteristics of a brand and advertise its products.

In this regard the Fall Semester in Fashion Communication allows you to implement your knowledge and skills in the use of communication channels such as social networks, dedicated portals, installations and the organization of events, fashion shows, conferences and public relations to reach and relate with an increasingly wide audience.

In addition to providing a basic historical and cultural knowledge, linked to the evolution of styles, the course aims to stimulate and develop the critical and analytical skills necessary to interpret contemporary trends.

  • Start date
    February 2021
  • Duration
    15 weeks
  • Attendance
    full-time
  • Language
    English

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

Target:  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.

Methodoogy and structure: This education path alternates theoretical lessons with workshops and meetings with representatives of leading companies in the sector and international designers. The aim of the course is to teach you the principles of the design method and their correct application, the development of analytical and critical thinking, the ability to work independently and as part of a team, the use of effective communication and the ability to give and receive constructive feedback. 

From a cultural point of view, the course deals with the historical and critical analysis of the main styles of Western fashion, from its origin to today, but also of fashion photography, as a mirror of the important artistic, cultural and social changes that have taken place over time. 
In the field of visual language, great importance is given to the digital processing of images with the application of highly technological tools. You will increase your ability in the use of the main programs of image processing, transformation, editing and retouching.

The study of materials is based on the analysis of the factors that contribute to the creation and realization of a fashion collection: from the production of fabrics to the composition of an item of clothing, analysing all the details.

Communication education focuses on the correct methods and criteria for the creation of a communication strategy for fashion (from the advertising message to the big event). The study of semiotics, i.e. signs and their identification, meaning and classification, is particularly relevant for the use of symbols in advertising, events and any type of communication. 

You will acquire preparation in the planning and communication of events for fashion, starting from the study of significant case histories, as well as learn the most effective methods to manage a project, a customer or an event with digital tools to increase the integrated strategies of communication.

 

  • Topics

    • Fashion Communication

      Analysis of the principal promotional tools and methods that conquer in creating all around visibility to a brand or to a fashion product, through the identification of targets, objectives and all organisational and strategic aspects. The course goes through the different phases, from how the idea is formulated to the development of the actual object (product, visual or retail) enabling both the most suitable tools to be identified and the management of those aspects that impact on the training, construction and representation of every creative activity.

       

    • History of Arts, Fashion and Costume

      The course is a journey through fashion as a mirror of Western society: from historic costumes to the modern concept of fashion. The evolution of styles and tastes in Western fashions from its origins to the mid-nineteenth century.

      The course follows an interdisciplinary approach; fashion styles are decoded in relation to art history, society, anthropology, economy, gender studies, media studies, in a national and international context. Fashion and its interactions with culture, subculture, gender, and communication are emphasized. The course follows both a chronologic and thematic approach, as well as an experiential learning method, taking you into on-site itineraries and activities to enhance your educational experience based on first-hand knowledge.

      Florence, its rich culture, and heritage are used as the main classroom and source for your researches and learning activities.

    • Semiotics for Fashion

      Following a definition of semiotics, the course will analyse how fashion largely depends on culturally accepted codes, so to understand fashion it is necessary to have an exact knowledge of the unconscious symbolisms attaching to forms, colors, textures, postures, and other expressive elements of a given culture.

      The last part of the course will be aimed to explore the evolution of semiotics and possible relations with other subjects and theories.

       

    • Digital Communication

      The course will inquire how digital technology and social media changed the marketing and the corporate communication in the fashion system. Furthermore you will explore the opportunities offered by the new information technology and possible applications with reference to their evolution and technical components.

    • Fashion Materials

      The course offers an analysis of the factors that contribute to the structure of a fashion collection: from the production of fabrics to the composition of a fashion product and the different elements that create it. 

    • Fashion Events

      Through this course you will deal with the fashion event planning and communicating starting with the study of case histories of events. The course will also discuss about the interconnectivity of physical and digital planning and how to effectively manage a project, client or event with digital tools to increase integrated communication strategies.

    • Visual Language

      The course will analyze the main elements of visual language in fashion throughout the last century, introducing you to the main artistic movements related to the most various visual fields: cinema, press, advertising, photography, graphic design, internet and so on. At the end of the course you will be able to recognize and identify different visual languages and styles, and use them for personal projects. 

    • Introduction to Collection Project

      Introduction to the fashion collection concept and acquisition of the necessary skills to develop original ideas and create a collection. You learn to coordinate the various planning phases: from concept, research, material exploration, and technical design. The final output will be a paper project for a potential capsule collection, developed according to the contemporary fashion trends. Realisation of a basic female/ male drawing, with a particular attention on anatomy proportions and the development of graphic techniques for the draping and the patterns of the main fabrics.

    • The Concept of Trend

      Particular focus is given to the importance of a product and its perception, how it can be interpreted as an expressive symbol which conveys a unique and personal message. Furthermore you will understand the link between past and future throughout an analysis of the different elements that nowadays give the basis to a future development towards new scenarios and innovation in fashion supply chain.

    • Made in Italy

      Overview of the evolution and great innovators of Italian concept while examining contemporary designers, products, and trends. The focus is on the emotional, expressive and sensorial value of fashion, decor and accessories. Florence will serve as the classroom to observe and evaluate contemporary creative and commercial realities.

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.

Alessandra Ripa - Course Coordinator

Alessandra Ripa - Course Coordinator
Designer and Project Manager in the retail sector for Italian fashion brands. She was part of an Unesco  project that aimed at inscribing the leather Tuscan craftsmanship on the World Heritage List. Graduated in Architecture, she regularly carried out research projects in the fields of design, materials and sustainable production.

Francesco Bernabei

Francesco Bernabei
He trained in the world of digital communication, first as a photographer and then as an interactive director in London for international brands and projects. For almost 10 years in the world of advertising he has specialized in the creation of hybrid films / interactive / installations / VR / AR projects and in the construction of international work teams. In 2015 he founded, together with 3 other partners, MONOGRID, creative studio and digital production, of which he is CEO and Creative Director.

Caludia Gelosa

Caludia 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. Since 2003 she is been actively involved in the Archea Associates Architecture Association where she became Press release and Event Coordinator until 2005. She currently follows several press release projects for design studios, fashion and architecture brands.

Andrea Nardi

Andrea Nardi
Graduated in Economics and MSc in Fashion Marketing, Senior Fashion Buyer for CBI – Camera Buyer Italia, he developed his international experience as Head Buyer for Men’s collections and Key Account Manager at SUGAR®. After working as Sales Executive for MARNI® at Tomorrow Ltd in London, now he is working as Fashion Area Coordinator at IED, Fashion Stylist and Business Consultant for international companies operating in the Fashion & Luxury sector.

Elisabetta Di Giugno

Elisabetta Di Giugno
Art historian Professor , graduated in Literature with a Thesis on the Medici Gem Collection, she obtained a PhD in Art History. He has published numerous essays, most of them related to the Medici family, their history and especially their collection of cameos and carvings. Subsequently he deepened his studies specializing in the history of costume, history of jewelry, medieval and Renaissance architecture in Florence and Renaissance art in Italy.

Giulia Rossi

Giulia Rossi
She has been working for over ten years as Communication Expert; among her clients Il Resto del Carlino, Lettera 43 and 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.

Arianna Mereu

Arianna Mereu
Arianna Mereu is a Coolhunter and a Fashion Designer. She collaborated with important companies (Sixty Group, Levi’s, Iceberg, Max Mara group) both as a womanswear designer and a coolhunter, for her ability to travel the world seeking what’s new and cool around. She spent some time in Hong Kong, working as a Coolhunter and Reporter for mpdclick.com. She is currently living in Italy, working as a Freelance for several brands.

Marie Astier

Marie Astier
Graduated in Textile Engineering at the Institut Textile et Chimique of Lyon, France, she worked as an engineer in research and development of treatments and dyes. In addition to hes passion for fabric manipulation and natural dyes, for which she conducts her research and experiments, she teaches materials science and textile technologies at various international institutes.

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