Master’s in Fashion Styling & Visual Merchandising
Master Director: Annagemma Lascari
Scientific Directors: Ildo Damiano & Gianfranco Olivotto
The MA in Fashion Styling and Visual Merchandising is offered during the following term/s:
September 2012 – July 2013
This MA is not yet validated by the University of Wales. Students will receive a Master’s Diploma from Domus Academy at the completion of the program.
| INTRODUCTION |
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In a competitive market, where visual communication plays a key role in the success of companies, our program aims at providing participants with the tools and competences for the new profession of the Visual Fashion Brand Communicator. This strategic figure will be able to create, through photografic shots, the “fashion message” making the products appealing and so giving an added value to the creativity of designers. He/She will be the aesthetic coordinator of the point of sale, where the brand values will be highlighted by researching the most effective way to reach the reference target market.
| THE PROGRAM |
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The program consists of three phases where students will learn to see what is new and trendy from a fashion perspective.
The first phase focuses on management and marketing competences, on fashion culture and its iconographic languages. The subjects will focus on management and marketing competence (budgetary planning, collaboration with the other figures in the fashion system, the designer, the buying manager, the retail manager, the media planner), on the fashion culture and its iconographic languages (design and art history, fashion history and its trends…) giving particular attention to improve the students’ aesthetic sense. Students will attend the first three months together with the class of Fashion Management, offering students the chance to increase their managerial knowledge in a perfect melting pot of cultures and professions.
The second phase, developed together with leading companies, consists of workshops on key subjects like styling, display concepts planning, new web visual strategies, event design and “celebritying” as communication tool for promoting the fashion brands. In this phase, thanks to technical lessons on specific working tools (3D rendering, InDesign, PhotoShop, evolution and technique of fashion photoshooting), students, through a series of workshops will have the opportunity to relate and compare their project in tight collaboration with leading fashion companies. Students will use their learning competence in order to develop their talents in synergy with the leading productive companies of the fashion system, giving a real contribution of proposals, ideas and future developments. Starting from the first workshop on the analysis of the fashion brand, students will be guided on a second workshop on the product, which is the “first element in business” to arrive to a series of parallel and interchangeable workshops: Styling and graphics in the production of promotional material both papery and on the web; making of a short fashion movie; producing new web visual strategies; planning of a display concept with its consequent production for window and in-store display, showroom, fair, corner, department stores. All the workshops are thought with the aim of attracting the potential purchaser and generate business.
The third phase is dedicated to an individual final master project. Students, according their interests and inclinations, will work individually on a specific project in collaboration with leading companies and constantly supervised by a mentor .The subject of the project may relate to the role of the Fashion Stylist, the Visual Merchandiser or the new figure of the Visual Brand Communicator.
| OBJECTIVE |
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The Master aims to educate new professionals to have a strong aesthetic sense and management capabilities thus giving birth to the new figure of the ” Visual Fashion Brand Communicator”.
| VISITING PROFESSORS |
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The Master in Fashion Management can count on the collaboration of a network of visiting professors, professionals, representatives of companies, coming from different fields, for the realization of lectures, workshops and for the participation to international competitions.
| REQUIRED SOFTWARE |
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Information coming soon!
| IN COLLABORATION WITH |
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The Master in Fashion Styling & Visual Merchandising has developed a network of companies leader in the different areas of interest that are actively involved in the master course activities, in the workshops and in the international competitions organized by the department.
- Camera Italiana Buyer Moda
- Fendi
- Gruppo Tod’s (Hogan Fay)
- Moncler
- Moschino
- Privalia
- Roger Vivier
- Style.it (Condè Nast)
- Bisk Italia
- Brandvoyant
- Jacaranda Studio
- Studio Simonetta Simonelli
| CAREERS |
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Participants will be able to develop a career as Fashion Stylist or Visual Merchandiser, starting their own business or working for fashion companies. They will be able to work for fashion magazines, advertising agencies, TV, as Celebrity Assistants and in all those areas strongly involving visual communication skills.
| COMPETITION: “THE FASHION BRAND COMMUNICATOR” |
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In a competitive world, where visual communication has a key role in the success of a company, Fashion brands are constantly looking for Fashion Stylists and Visual Merchandisers able to translate their values into appealing and entertaining products for the target market. The new Master Program in Fashion Styling e Visual Merchandising aims at investigating and combining the skills and competences of these two strategic profiles, whose respective roles are becoming more and more interchangeable, in order to prepare the new generation of “Visual Fashion Brand Communicators”.
The Competition: Candidates will have to present a comprehensive project, consistent with the chosen Fashion Brand, able to illustrate the art of visually communicating both the Brand DNA and its narration. From styling to visual, from display to photography, from advertisement to video, up to the most innovative communication techniques. The candidate must analyze the visual project involved when designing the Brand, gather the design strategy behind it, investigate the consistency or discrepancies in its visual messages, and finally examine the Store. Candidates will act as Fashion Brand Communicators, analyzing an existing brand or presenting a personal communication project.
Materials Required:
- The project must be presented in a 10-slides Power- Point presentation (including pictures);
- Curriculum vitae of the participant: maximum 1 A4 page;
- Statement of purpose: maximum 5 lines on an A4 page.
The candidates are asked to send their materials in one sole file in .PDF format. Any further attached material will be considered a plus and will be evaluated by the jury.
Prizes:
- One scholarship covering 70% of the total tuition fee of the Master Program.
- One scholarship covering 50% of the total tuition fee of the Master Program.
- One scholarship covering 30% of the total tuition fee of the Master Program.
Deadline: Electronic entries must be sent to: micaela@saiprograms no later than May 4, 2012. Candidates will be informed about the results of the competition by e-mail on May 18th, 2012.