Fashion Communication and Styling .
Master - Milan.
Credits : 60
Start date : January 2017
Duration : 1 year
Attendance : full-time
Language : English
The Master in Fashion Communication and Styling forms key figures in the fashion sector. Communicating the contents of fashion is a complex task, which requires a reactive approach and the application of strategic measures in a changeable and unstable market. It must then be considered the relationship between the market and the evolution of new media and the crucial role of visual communication in the world today. The Stylist is the one who adds value to the communication of fashion products, which creates the image and is responsible for the choice of the items and the selection of combinations to be presented in the collection. The Stylist is a real fashion reporter, the link between the fashion manufacturer and consumers and readers of fashion magazines.
Career opportunities :
Managers of the fashion communication can work as a Fashion Communication Manager, Image Consultants, Fashion Stylist, researchers and Trend Setters, public relations Managers at press offices, public relations and event organization agencies, publishers (for printing, web and TV) and design offices of Italian and international fashion houses.
Entry requirements :
Applicants, both Italians and foreigners, considering the Master in Fashion Communication and Styling will have a good first degree in Fashion, Communication and Marketing, as well as young professionals with at least two years of experience in the field.
Structure and methodology :
The strength of the Master in Fashion Communication and Styling is the combination of theoretical contents, analysis and study of the manufacturers of the most successful fashion, and practical activities, carried out in collaboration with companies and industry professional practitioners in an international context.
The course aims to form a Fashion Communication Coordinator, a professional able to create and carry on a communication strategy for a fashion brand. Since the visual communication of the brand has now become essential, the course gives special emphasis to the study of styling, elaborated by practical exercises, designed to represent the market values and the aesthetics of the brand effectively.
The fashion communication expert must have a good understanding of the trends of a particular sector of the market, being able to develop new techniques of dissemination of information and to manage communication processes typical of the fashion world.
After an initial study of the fashion industry from an historical, cultural and visual perspective, participants acquire knowledge about the communication process of fashion: from the structure of a press office with his organization and its activities, to the organization and management of a fashion show as a moment of visibility and strengthening of a brand identity up to the publishing world and events.
The teaching methodology examines the communication through different media and forms of expression linked to them (publishing, styling, web, new media, advertising, corporate events).
Part of the course is dedicated to the activities of the stylist: from the structure of a photographic set - organization, technical tools for professional photography and the lights, the still life study - to the iconographic research. The realization of photographic services allows participants to gain experience in the field, applying the theoretical knowledge and practical tools acquired during the course.
The Master culminates in a presentation of the final project, a summary of all the classes in which the student develops the insights gained during the educational pathway.
Common Subjects .
Fashion Communication .
Developing some communication skills. Improving analytical and critical skills, towards the building up of a communication strategy. Getting more familiar with some working dynamics via case histories.
Fashion Culture .
Objective of the course is to analyze fashion as a historic and cultural phenomenon, from the growth of the stylistic codes of the end of 20th century to the development of the so called style avant-gardes of the 21st century, emerging figures and rising fashion weeks, the editorial and web scenario, as part of the new representation of the Fashion World.
Graphic Design .
Aim of the course is to learn how to use Adobe Photoshop software program, in order to be able to manipulate, enhance, and transform images files. The knowledge and use of this software program can be significantly useful during projects presentations, for it helps students being more effective in the visual transmission of their ideas.
Fashion Economics .
Goal of the course is to make students understand the value creation process in the fashion system. The course will put emphasis on the hybrid nature of the fashion business between manufacturing and cultural industry and on role of interactions and linkages within the fashion system among competences, activities and companies.
History Of Fashion Photography .
The greatest fashion photographers and their impact on aesthetic ideals. Their techniques and style of composition, influences and connections with the art world. Technical analysis of the main photographers’ styles.
Publishing Companies .
The main objective of this course is to make students know the history of Fashion Publishing Companies from printed paper to web magazines the understand the structure of a fashion magazine, the differences in contents, graphics, target among fashion magazines though the analysis of the main European and Ameri- can Publishing Companies.
Fashion & The Movie .
How movies inspire the designers’ and brands style and how fashion influences the big screen.
Fashion Web Communication .
Analysis and use of Internet as a business and communication tool: from Business-to-Business and Business- to-Consumer activities to viral marketing.
Writing On Fashion .
Fashion Journalism: how to write an article on style and fashion, its characteristics and details. Part of the course will allow students to experiment practical composing.
Photo Set .
How to move on a photo set. Basic photographic and lighting techniques as important tools to express and communicate and to relate to photographers and other fashion professio- nals during editorials and adv campaigns shooting.
Styling & Shooting Still Life .
How to compose a still life photo. Which objects are more photogenic. Different styles of still-life. And working with a photographer.
Styling & Shooting Menswear .
How to build a men’s fashion photo-shooting. How to find a fashion idea. How to choose the garments and prepare a male outfit. A photo-shooting practical lab.
Styling & Shooting Womenswear .
How to build a women’s fashion photo-shooting. How to find a fashion idea. How to choose the garments and prepare a female outfit. A photo-shooting practical lab.
Press Office .
Analysis of the various working methodologies and the different roles in a press office. Actions and goals in a public relations office. What they are for and how they work. Press offi ce and fashion parades. Working projects and functions in connection with the different sectors in the fashion business: haute couture, prét-à-porter, streetwear, young fashion; intensive, selective and exclusive distribution.
Thesis Project .
The thesis project represents the apogee in didactic terms of this educational stance,due to the implication of a real client in the process and the possibility of realization,giving the student a ‘cutting-edge’ in the jobs market upon graduation. While theproject is developed in response to a real brief, the student is nonetheless encouraged to undertake the conceptualization and development process with liberty, not necessarily being bound by the mundane restrictions of the client, looking to a solution that solves tomorrow’s problems, not just today’s.
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• forge strong bonds with the local production and operation systems in their regions;
• interface with their benchmark sectors;
• evolve depending on the growth standards of their underlying markets and professional situations.