Fashion Advertising & New Media
Art Direction · Seasonal
Creative Direction is a wide and deep program shaping the newest evolution of the fashion designer, the Creative Director. This is one who leads a design studio, the identity of a fashion brand, as well as specials project in the society of the spectacle, with the typical sensorial and conceptual approach required from art management.
Creative Direction is based on 3 intersected areas. Design: the trend and cultural research resulting in a visualised concept. Brand: a market analysis resulting in brand identity strategy. Communications: the creation of written, visual and motion contents to be created and delivered by a team.
This master’s course gives access to shows, trade fairs, exhibitions and museums in Italy and Europe, as well as internship opportunities. This course is run by teachers and guests from the industry, reviewing one-to-one the progress of the student. The final project is a concept book to be represented with a design installation in Villa Favard in front of a jury.
The academic year is 9 months long, from June to March, with a total of 800 teaching hours, valuable for 80 credits. English language proficiency and experience in the field are required. Candidates with work experience or relevant studies in fashion and related fields will be selected after a enrolment questionnaire and an interview with the course’s leading teacher.
Sociology of the Imaginary: anthropology and psychology. Creative Direction: conceiving, visualising, briefing and implementing a concept. Trend Forecasting: spotting and then anchoring a trend to the main concept. Trend Lab: experimenting with colours and materials. Advanced Fashion Design: transforming a concept into a fashion collection or set of accessories. Fashion Design Management: managing creative teams and environments from the brief to the final product.
Contemporary Fashion: the deep connection between designers and brands. Brand Architecture: building an identity through conscious and subconscious elements. Strategic Branding: positioning and repositioning a brand with different approaches. Brand Management: category extensions and key elements for change management. Fashion Marketing: tuning the identity with the client. Fashion Business: company structures, budgets and project management.
Fashion Art Direction: graphics, video, photography, packaging and presentation materials. Set Design: music, lights, scents and surfaces, body, space and audience. Fashion Curation: conceiving an event between art and fashion. Fashion Writing: editorial content management, writing and copywriting. Communications Management: advertising, strategic planning and accounting. Fashion Leadership: coaching, public speaking and presentation techniques.
A career as a Creative Director is built step by step through talent, tenacity and connections, which is why the students with the best CVs, consistent progress and impressive final projects, are offered a special focus that includes contacts with companies, wide exposure on Polimoda’s official communications and Linda Loppa’s tutorship.