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 2020
  • 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, analyzing 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

      The course introduces you to the world of fashion communication approaching the principal aspects of visual communication advertising. You will acquire the correct methods and criteria to consider in creating a fashion communication strategy. Tha fashion sector as a new type of communications that ranges from the advertising message to the major event.

    • Fashion History

      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

      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.

       

    • 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. 

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.

Claudia Gelosa

Claudia Gelosa
Claudia is specialized in Marketing and Communication, having developed her skills as the Advertisement and Communication Director for several national and international brands in the fashion, sportswear and accessories field. Since 2003 she is actively involved in the Archea Associates Architecture where she became Press Release and Event Coordinator until 2005. Currently Claudia follows several press release projects for design studios, fashion and architecture brands.

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.

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.

Francesco Migliorini

Francesco Migliorini
Francesco Migliorini is an independent designer working on projects at the intersections of design, art and fashion. Francesco is specializing in communicative and promotional strategies, using new technologies, graphic design and editorial content. From 2007 I'm consultant at The Creatures Factory, a design agency which has been involved in communication for fashion and lifestyle projects for over 17 years. In 2018 he opened a studio in collaboration with Thomas Manss & Co. agency with whom he continues to develop communication projects. Francesco is also the owner of Murmuris, a cultural centre that has been working at national and international projects for over 10 years in contemporary theatre with festivals, workshops, shows and events. In the last few years he also started to teach in design and fashion schools.

Carlotta Malafarina

Carlotta Malafarina
With a many years experience in fashion companies like communication manager and in a famous Italian agency of mkt and adv for International fashion brands, in particular like European P.R  Coordinator, Italian press office and fashion show Manager. Since 2006 I’m a free lance communication and mkt consultant  in fashion and design system mostly, finding for companies and brands the right communication strategy and plan, and doing primarily media plan, Event Manager, press office and p.r, media social strategy and shooting coordinator.

Andrea Nardi

Andrea Nardi
Senior Fashion Buyer for Camera Italiana Buyer Moda, Master’s Degree in Economics and MSc in Fashion Marketing, having developed his International skills as Men’s Buying Manager and Key Account at SUGAR Boutique. After having worked as Sales Executive at TOMORROW Ltd in London for MARNI®, he is now a Sales Manager in the Streetwear Fashion segment and he works as Styling and Commercial Consultant for International Retailers and Companies.

Rodolfo Bargelli

Rodolfo Bargelli
Art and Fashion teacher, Rodolfo Bargelli has been studying the relationship between Arts and Fashion in the History of Costume field. He has taught Visual Perception, Colour Theory, Aesthetics and also Fashion Drawing Techniques for Apparel and Accessories. He has cooperated with various institutions such as State University of Florence, FIT New York, Polimoda, Fondazione Roberto Capucci, and Fashion exhibitions.