Fashion Stylist and Communication

Major in Fashion Stylist and Communication

Three year Courses - Florence

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The Fashion Communicator in the digital era blends stylist skills and communication and marketing techniques: he designs the visual identity of a fashion brand, of a fashion magazine or of related events, designing the atmosphere and style. This profile is a thorough professional figure ready to deal with both offline and online media and tools. 
The Fashion Stylist’s goal is to create a coordinated style image that, in addition to being coherent, express an original perspective on contemporary trends or predict new ones. In recent years, this professional position has widened its range of competences including the artistic direction of collections, integrated communication strategies, cool hunting and trend setting. 

The course offers a unique education path combining luxury fashion values with the excellent manufacturing districts of Tuscany. LuisaViaRoma.com, one of the most renowned e-commerce in the fashion field, is the main partner. 

Career opportunities - Fashion Stylist and Communicator, Digital PR, Fashion Editor, Visual Merchandiser, Art Direction Coordinator, Fashion Event Coordinator, Fashion Blogger, Fashion Marketing Specialist.

  • Start date
    October 2017
  • Duration
    3 years
  • Attendance
    full-time
  • Language
    English

Context - A Fashion Communicator is a professional with a wide knowledge of fashion culture, “designing images” for photographic shootings, videos, blogs, ecommerce, fashion films, fashion shows, editorial products.

Methodology and structure - The objective of the course is training professionals who can efficiently participate in the creation, communication and promotion of a brand and a fashion product as well as in the conception of its style and aesthetics. Becoming a Fashion Communicator, which is a multidisciplinary and analytical profile, requires completing a transversal education that must include a solid cultural background and a good knowledge of the technical tools of photography, video making and the world of fashion (materials, codes, characters, etc). The professional has the ability to build a wide framework of visual and aesthetic references: art history, costume, cinema, music, languages of video and photography, interpreting and analyzing trends. 

The Specialisation in Fashion Styling implies the development of the skills required to conceive a communication strategy for a brand or a fashion product by means of traditional and web-based tools. The subjects presented analyse various segments of fashion communication: public relations, event planning, understanding quality and product values settings and project development connected to a product or a brand. 

The student is able to interpret and understand contemporary fashion and generate a personal story using innovative and contemporary projects in the field of fashion publishing and event planning, experimenting new channels. 

  • I year

    • Style and History of Art and Costume

      The course investigates the most important artistic movements and their leading personalities in the modern and contemporary era. In addition to describing how art developed in the course of history, it aims to develop a critical understanding of art codes as a phenomenon that narrates cultural, social and aesthetic evolutions, perceived in particular in terms of its relations with other forms of expression and communication (photography, advertising, cinema, etc.). 

    • Design Methods

      This course provides students with the analytical tools they need to examine the connection between a product and the processes behind its creation. Every design process is a consequence of functional, technological and formal aspects. The course goes through different phases, from how to formulate an idea to the development of the actual object, enabling both the most suitable tools to identify and the management of those aspects that impact on the training, construction and representation of every creative activity. 

    • History of Fashion 1

      The evolution of styles and tastes in Western fashion from the mid-nineteenth to the mid-twentieth century. The course analyses the social and technical processes typical of the changes that took place in the fashion system in this period, also by looking into case studies of fashion designers and their collections. 

    • Digital Image Processing

      Using graphic composition programs to acquire IT literacy makes it easier for students to express an idea and enables the digital tools of representation to correlate with the notions of visual perception. Teaching the use of the image processing programs enables students to optimise the impact of a concept, manage 2D images and modify their contents. 

    • Photography

      This course studies the languages and techniques of photography, both past and present, so as to understand the different uses that have been made of it, from making a documentary record to expressing the photographer’s artistic language. The workshop enables students to experiment photography, using traditional and digital techniques and tools, so as to identify the best approaches and methods for each kind of photo shoot. 

    • Design Methods for Visual Communication

      This course provides students with professional skills to express the strategic values of product. In the first year, they focus on the specific professionals working in this sector, understanding how they relate to the different approaches adopted to written and visual communications, both in hard copy and online, and to their benchmark targets. The aspect of styling interprets a variety of expressive registers and cultural contexts. 

    • Fashion Design 1

      Students learn the correct methods to use in designing and organising a fashion shoot, - based on an initial moodboard - and managing the casting, the choice of locations, the articles worn, the styling and the evaluation of the shots. A detailed analysis of the changes that took place in costume with the passing of time enables students to discover their traces and recognise them when they see them in the present day, on the catwalk or on the streets. 

    • Business Thinking and Management 1

      The topics covered by this course are planning, promotion and management of production and communication activities in the fashion industry. This field is studied by analysing the various different skills and areas of professionalism, industrial dynamics and the strategic side of creativity in relation to the markets of reference. Students learn the bases of marketing applied to the organisation of a firm’s activities and their relation with strategic and policy choices. 

    • History of Photography 1

      This course progresses through aesthetic research, the use of photography and the style of the most renowned photographers. An important subject is the relation between technical changes and artistic, cultural and social ramifications. The history of photography focuses to the fashion industry, concentrating on the evolution of languages and techniques of representation and on the styles adopted by top photographers. 

    • Perception Theory and Psychology of Form

      This course explores sensory perceptions and cognitive processes, illustrating the scientific theories - explaining how our senses work - and correlating those functions with research into the psychology of form. Students tackle the principles of colour theory and, through the applied sciences, learn techniques for analysing the relationship among object, space and person. 

       

  • II year

    • History of Fashion 2

      This course investigates developments in the history of contemporary fashion, so as to identify trends in the fashion system and the related communication. The evolution in trends and styles is tackled from a historical, cultural, social and economic standpoint, providing students with the tools they need to understand fashion’s contemporary relevance, highlight its mechanisms and identify its key personalities and salient phenomena. 

    • Computer Graphic

      The purpose of the methods and processes available for visual design is to communicate and present complete projects. By providing students with a series of technical and methodological skills, the course teaches them to use the principle graphic design programs to create a customised book, a portfolio and multimedia graphic projects.

    • Fashion Design 2

      Students learn to understand and apply the entire process of designing, from the preliminary research to the final product. Experimenting interaction with other artistic disciplines and developing their own creativity, they learn to work autonomously. The course constitutes a further development on the tools and processes of design. 

    • Design Methods for Visual Communication 2

      Starting from an analysis of the trade press and by responding specific questions, students are now expected to create a narrative, both written and visual, that takes styles and brand identities into due account. The resulting case studies highlight the importance of choosing the right expressive language, semiotic codes, principles of marketing and mechanisms for using communications – from hard copy to the web and new digital tools. 

    • Fundamentals of Video Production

      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 different languages of the video and the influence on perception. Students 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. 

    • Arts Semiotics 2

      This course focuses on clothing and its semiotic components, including the representation in many different storytelling. The construction and organisation of the unity between form and contents and of the consequential nature of the relationship between aesthetics and usage are examined, so that students learn to understand the complexity of fashion’s meaning as a narrative. 

    • History of Photography 2

      This course progresses through aesthetic research, the use of photography and the style of the most renowned photographers. An important subject is the relation between technical changes and artistic, cultural and social ramifications. The history of photography focuses to the fashion industry, concentrating on the evolution of languages and techniques of representation and on the styles adopted by top photographers.  

    • Business Thinking and Management 2

      The course analyses the factors joining the process of structuring a clothing collection: from the indications collected from the market to trend scouting and identifying the targets. The course then continues with the presentation of planning tools, with their respective phases and time frames for production and distribution. 

       

  • III year

    • Theory and Analysis of the Film and Audiovisual Presentations

      The aim is to provide students with an articulated and dialectic familiarity with cinema and audiovisual media. Fashion Stylists and Communicators of the future have to understand the intermodal nature of cinema and other media and their reciprocal influence on one another, as well, above all, as the dynamics that drive the narrative of a cinema script. For this purpose, they study the director's work, the photography, the soundtrack, the script and the overall visual impact on public awareness.

    • Phenomenology of Contemporary Arts

      The course looks into the relation between fashion and cinema, providing students with an adequate cultural grounding in the iconographies and aesthetics of the cinema. This way, their studies of design and fashion can include also input deriving from modern and contemporary imagery. The course takes a critical look through the lens of the movie camera, taking in the phenomena, the trends and the bodies that have represented a driving force in the evolution of style in our day and age and continue to do so. 

    • Design Methods for Visual Communication 3

      Taking the form of a workshop that summarises previous experiences, this course aims to test students’ ability to produce a complex, structured communication project. To do this, students have to come to terms with the complexity of the phases of research and processing, starting from a brief and taking it through to managing the budget. 

    • Fashion Design 3

      Students learn to understand and apply the entire process of designing, from the preliminary research to the finished product and manufacturing strategy. Experimenting with the interaction with other artistic disciplines and developing their own creativity, they learn to work autonomously. The course constitutes a further development on the tools and processes of design. 

    • Sociology of Culture

      The discussion about the lifestyles and the dynamics of social interaction, with their relative processes of dissemination, communication codes and languages, helps students getting an understanding of cultural production and, more generally, of the variations and constants at work in the social, spatial and territorial context. The course stimulates students’ ability to translate the encrypted meanings behind a design project concerned with the socio-cultural dimension.

    • Fashion Design 4

      This workshop tackles the phases preparatory to the final project, laying the foundations for the metadesign phase, i.e. the project’s strategic definition, the approach adopt for conducting the research into the topics to be studied and the planning of the subsequent operational stages. 

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.  

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.

Claudia Gelosa

Claudia 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. With her communication agency Re.publique Architecture Communication, she manages the press office’s activities for several design studios and companies.

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.

Margherita Abbozzo

Margherita Abbozzo
Born in Florence, Margherita studied in Art History in the University of Florence and Fine Arts at the Byam Shaw Art School in London. She writes on contemporary art, photography and science for numerous Italian and international art and photography publications. She’s also a teacher, keeps a visual blog for a radio station and runs art classes and workshops. Her works are in public and private collections in Italy, England and America and her books are in the permanent collections of TATE Modern and the Victoria and Albert Museum, London.

Costanza Menchi

Costanza Menchi
She graduated at University of Florence in Art History, specializing in History of Costume and Fashion. She’s always been interested in costume and fashion as disciplines that reflect culture and society of a country and as a communication tool. Her skills are interdisciplinary, from costume to visual arts, from fashion to theatre, cinema, photography and music. At the end of her study program she further specialized in Italian Studies, Culture and Communication at Middlebury College (VT). She taught fashion Studies both in United States and in Italy and she has been teaching at IED Florence since 2009. Costanza believes in learning by doing and works for promoting the authentical Italian art craftsmanship. She is the founder of Let’s Work Artisans, the didactic project of the Associazione OmA in Florence.  Personal website

Arianna Mereu

Arianna Mereu
Freelance Coolhunter and Fashion Designer,  she collaborated with important companies such as Sixty Group, Levi’s, Iceberg, Max Mara group, both as a womenswear designer and cool hunter. She spent some time in Hong Kong, working as a Cool Hunter and Reporter for mpdclick.com

Spiros Stella

Spiros Stella
He was born in Florence to a family of fashion entrepreneurs. Graduated in International Political Sciences from the“ Cesare Alfieri “ Faculty in Florence. After 25 years working as Sales and Marketing Executive with international experiences, he is now a Business consultant and also Professor of Management and Marketing.

Sara Piccolo Paci

Sara Piccolo Paci
Sara Piccolo Paci teaches History of Fashion and Costume, Cultural Anthropology and Historical Sartorial Techniques since 1994. Her study interests are essentially about the relationship between body, clothing and society. She is author of numerous publications on fashion, art and liturgical clothing.

Julia Steinle

Julia Steinle
Julia Steinle is a Fashion Designer with extensive experience in the fashion industry. During her studies, she specialized in knitwear and this has remained her main field since. She has also gained experience in the kids fashion sector extensively. Since 2001 she has been a professor working for several different fashion design schools. Being German, she has worked between Germany and Italy as Freelance Designer and recently started her own small business of a knitwear children's collection.

Tommaso Tancredi

Tommaso Tancredi
Photographic techniques for the creation of visual content, an orientation tour in the City Center. Freelance Photographer and Video Maker. Since 2005 has practiced through many fields of image creation. Has a deep knowledge of commercial and editorial photography, having worked with several broadcasters and agencies such as Sky Arte HD, Domus, Condè Nast, Gruppo Editoriale L’Espresso, Mediaset, Rai. Since 2014 holds photography classes at IED Firenze  

Alessandra Ripa

Alessandra Ripa
Alessandra has an Architectural degree from the University of Florence, where she has also regurarly carried out research projects in the field of design, material and sustainable production. While she was a Researcher at the Industrial Design Department she was part of an Unesco project that aimed at inscribing the leather Tuscan craftmanship on the World Heritage List. She currently works as a Designer and Project Manager in the retail sector for Italian fashion brands.

Daniela Fiorilli

Daniela Fiorilli
She is a Free-lance Designer and Stylist Consultant. After attending Polimoda in Florence and F.I.T in New York. Fiorilli started her career working for major companies both in Italy and abroad. In 2001 she founded her studio offering her experience to important brands of ready-to-wear and luxury denim. In 2012 launches Guen womenswear capsule collection. She was selected by Vogue Italia as one of the new emerging talents for Vogue Talents september 2013 issue. On july 2015 the Guen was selected together with the most interesting new fashion projects around the world for an exhibition called A.I creative Crime in Palazzo delle Esposizioni during haute couture fashion week.  

Silvia Gentili

Silvia Gentili
She has a professional profile with a strong business vision, always acting as a support to strategic business decisions.  Extensive knowledge of the dynamics of the fashion market and “brand awareness” enhance activities like strategic and operative marketing, licensing and merchandising. She has a working knowledge both of the retail – wholesale/franchising and e-commerce market and their key indicators for turnover analysis.

Enrica Guidato

Enrica Guidato
She has gained working experience as Head and Free-lance Designer for various fashion companies in Italy. In 2001, she started teaching both practical and theoretical fashion related courses for Art.e School,Lorenzo de Medici Institute, Florence University of Arts and Santa Reparata International School of art. Since 2005 she has been a Professor and Head of the Fashion Department at Santa Reparata International School of Art.  She is working on specialty fashion courses, with various U.S. Colleges, such as Virginia Commonwealth University and Washington University.

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.

Michelangelo Guarise

Michelangelo Guarise
Founder of Volumio, a multimedia start up, his fields of work are Interaction Design, Web Design, Digital Marketing and Growth Hacking. He cooperates with several R&D international teams, ranging from multimedia applications to technology innovation in hi-end products. Graduated in Psychology, his main interest is technological innovation, about which he is particularly interested in the human and cognitive aspects, for national and international fashion brands.

Giovanni Iozzi

Giovanni Iozzi
Born and raised in Florence, 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 specialized in research and development for strategic and operative marketing. Since 1996 he has been teaching at the Fashion Institute of Technology.

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.  Personal website