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. Students learn how to merge the use of public relation strategies, fashion communication and event planning in order to stage an actual fashion event as their final project for a partner company.

This course affords students to explore and learn more about Florence as a historical city of design and fashion that has reinvented itself over the centuries and that in an age of globalization has acquired a relevant role in the world of haute couture/fashion.

Students 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 2018
  • 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 students to develop the essential skills and techniques in order to organize successful fashion events and develop comunication plans. Students are divided in groups and are 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 program’s 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.

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.  

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 Architecture Association where she became Press release and Event Coordinator until 2005. Currently Claudia follows several press release projects for design studios, fashion and architecture brands.  

Riccardo Bresciani

Riccardo Bresciani
Riccardo Bresciani is a 360° Freelance Consultant in communication and marketing. He’s been working for years with the most important national and international research institutes, dealing with clients such as food international companies and fashion and luxury worldwide relevant brands. In particular, he’s been in charge for brand strategic analysis, from market concept to development plans and competitive (re)positioning. He’s in charge for a University of Bologna research project that aims to map the advertising creative trends in Italy within the years 2000-2012. He published with Claudio Marenco Mores two essays in two books: “Gossip. Strategie di Marketing del Pettegolezzo” (BUP 2011) and “Architetture dei Territori Ibridi” (Pendragon 2012). Since 2008 he’s been teaching communication and marketing at the Faculty of Psychology, University of Bologna. He’s been teaching fashion marketing, semiotics and project management at IED Firenze since 2011.

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 is specialized 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’Alessandro Make-up, Sergio Valente, Philip Morris Italia, Mandarina Duck and Bulgari.

Sonia Patrizia Catena

Sonia Patrizia Catena
Sonia Patrizia Catena graduated in Contemporary Art History at the University of Bologna. She has collaborated with cultural and theater associations. She contributed to the foundation and inauguration of the Dürrenmatt Library, the first specialized theater library in northern Italy. She collaborated with a communication and semiotics research group at IULM in Milan and, in parallel, worked as senior of communication and marketing for Luigi Quaglia & C, a jewelery company. She writes, for the magazine “Art a Part of Cult(ure)”, articles about design and art. Since 2010 she coordinates, as Art Director, the artistic program of Circuiti Dinamici, organizing exhibitions and cultural events in different galleries in Milan. She teaches contemporary art history and she has taught methodology of communication at the LABA Academy in Rimini. In 2010 she presented “Re-define the Jewel” competition ( whose objective is to promote a new aesthetic of contemporary jewelery.  

  • Subjects

    • Fashion Communication and PR

      Through this course students learn how to develop good writing techniques and nurture their own unique ‘journalistic’ voice. They 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

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


    • Fashion Events

      Through this course students will develop the necessary skills in order to plan and manage successful fashion events. They 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 Writing

      These lessons support and articulate further the Communication and PR classes by analyzing appropriate communication techniques for specific situations in the fashion world.
      The result is a well-written press release and event communication packet to communicate the event with.