Fashion Events and PR

Summer and Winter Courses - Florence

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This program focuses on the basic skills and methodologies employed in developing and producing successful events specifically for the fashion industry

The education path teaches you how to merge the use of public relation strategies, fashion communication and event planning in order to stage an actual fashion event as your Final Project for a partner company. By the end of the course you will have acquired the knowledge of all the steps necessary to plan, organize, and communicate a fashion event, using traditional and new media

Together with your fellows you are expected to work outside of class in small groups and individually both for regular assignments as well as the final project.

  • Start date
    July 2022
  • Duration
    3 weeks
  • Attendance
  • Language

Schedule: From Monday to Thursday on a full time basis (morning and afternoon). The course has a duration of 75 hours spread over 3 weeks.

Target : This course is intended for creative, flexible, open-minded students from other fields who want to learn and take on challenges. People who are interested in the world of fashion communication, in particular in fashion events and PR for fashion business, and have no prior knowledge or experience in the discipline. Skills such as fashion trends setting or sketching can be useful even if not mandatory. Applicants need to show strong motivation and the ability to work in groups.

Methodology and structure - This course allows you to develop the essential skills and techniques in order to organize successful fashion events and develop communication plans. Together with your classmates you will be divided in groups and will be required to develop three communication projects based on real company briefings. 

Projects focus on the concept design of an original event, on the definition of a communication plan, including the branding strategy, and the use of different PR and communication techniques.

Projects are developed through the different learning modules, which combine theoretical and guided tours at Italian fashion retailers and museums. Projects are presented to the clients halfway through and at the end of the program. 

Site visits are an integral part of the learning experience and are designed to complement what is acquired in the classroom as well as serve as an on-going orientation to the field. Lectures will be held by professionals working in the fashion industry.

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.

Claudia Gelosa - Course Coordinator

Claudia Gelosa - Course Coordinator
She has graduated in Marketing and Corporate Commuication. She has gained professional experience as a communication and advertising planning manager for various brands in the fashion, sportswear and accessories industry at national and international levels. Since 2003 she has been actively committed to architecture communication, starting a career with Archea Associati where she was responsible for the press office and events until 2005. Later she managed the press office for various architecture firms and companies as well as for exhibitions and events related to art and architecture. In 2009 she founded her own PR and Communication firm Re.publique Comunicazione d’architettura in Florence. Since 2010 she teaches at IED Firenze.

Camilla Di Biagio

Camilla Di Biagio
She began her career by organizing runway shows and following fashion experts and theatrical productions as a customer. She Graduated as Fashion Designer and she specialised in production planning, event organisation and shooting productions in Italy and abroad. Some of her collaborations include: Studio Galgano, Redstudio, Alta Roma, Stefania d’Alessandro make-up, Sergio Valente, Wella –Mitù, Philip Morris Italia, You, Mandarina duck, Bulgari and Fondazione CR Firenze.

Andrea Sicuro

Andrea Sicuro
Architect and Co-founder of the knitwear fashion brand Architect and Co-founder of the knitwear fashion brand Patafisic, his main activities are interior and fashion design. He mainly deals with the technical aspects of fashion products' creation and distribution, interior design, design of furniture on commission and research and purchase of pieces of furniture and decoration. He collaborates with Flair Home Collection and with the Firma Prima Design in Florence.

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.

  • Study Plan

    • Fashion Events

      Through this course you will develop the necessary skills in order to plan and manage successful fashion events. You will be required to carry out three event proposals and deal with all their aspects: event proposal, communication plan and branding strategies, materials selection, catering, lighting etc.

    • Fashion Communication and PR

      You achieve the ability to develop and present an effective communication campaign. This will include several stages such as: a fashion communication strategy plan, the definition of related communication action points and press release, and fashion writing production.

    • Fashion Writing

      Through this course you learn how to develop good writing techniques and nurture your own unique ‘journalistic’ voice. You analyze and define the most effective and suitable communication techniques adapted to specific situations. The result is a written press release and event communication packet.


    • Branding

      You learn the brand’s value as a point of contact between business and consumers. You work on your design project according to a design brief developed in partnership with the client. You will use the design brief to understand the client’s goal and clarify the need and direction of the project.