Expert and professionals: information directly from the Fashion System
Would you like to improve your knowledge of accessory design by listening to what the greatest milliner in the world has to say? Would you like to analyse market perspectives in the Middle East with the CEO of the leading distribution and retail group for luxury brands in the Gulf area? Do you want to know about the man whose inspired project turned the Pitti Fair virtual?
For its students, Polimoda organises the “Guest Lectures”, a series of seminars with illustrious guests and experts from the fashion industry, marketing and communication, at the Aula Magna of Villa Favard, Polimoda’s completely restored new headquarters.
During the academic year, students of the institute have the unique opportunity to talk about fashion and beyond, with leading exponents of the fashion system, experts in marketing, communication, design and branding, who put their skills and knowledge at disposal.
These events, combined with a teaching staff made up of experts and professionals with many years’ experience in the fashion sector, ensure a cutting-edge training, constantly updated and aligned with the professional reality, direct evidence of the latest trends in the fashion industry and a practical approach to the world of work.
Among the famous speakers at the latest Guest Lectures:
• Patrick Chalhoub, CEO of the Chalhoub Group;
• Stephen Jones, the most famous milliner in England;
• Fabrizio Rensi, Business Development Director in Europe & Middle East for Calvin Klein;
• Raïssa Verhaeghe, experienced Fashion Industry Executive and Vice General Manager at Bvba 32;
• Sara Lenzi and Gianpaolo D’Amico, co-founder sounDesign project;
• Francesco Bottigliero, General Director of Fiera Digitale – Pitti Immagine Group;
• Raffaello Napoleone, CEO of Pitti Immagine s.r.l.;
• Eelko Moorer, Dutch accessories designer.
GUEST LECTURE BY
The Young Luxury Consumer - An anatomy of consumer motives and behaviour
May 15, 2013
The traditionally held view that the ‘luxury customer’ is over 35 years old with abundant disposable income is outdated. As more and more people experience and consume Luxury in different ways the palette of target customers has grown exponentially, both in diversity and numbers. But what do we know about the younger consumers of luxury? What drives their behaviour and attitudes towards it? Do they themselves know? This presentation takes a magnifying glass and looks at some key inner thoughts and attitudes that influence –subconsciously- the young adult luxury consumer.
George Bouvier BA MSc
Director of Executive MBA (Fashion)
London College of Fashion
University of the Arts London
May 9, 2013
The rising prominence of fashion in both the popular and academic fields is a fairly recent phenomenon. Sociologists, philosophers and radical thinkers from the late nineteenth century to the mid-twentieth century have been interested in the fashion system as a means of expressing aesthetic taste, political ideas and social identity. Nowadays however, this interest in fashion has been supplemented by the emergence of critical literary writing that it can finally call its own. The importance of this change is reflected in the variety of groundbreaking texts which now attribute their significant cultural force to fashion.
This preface goes some way to introduce themes that show fashion in an animated dialogue with important protagonists such as; art museums, archives, dictionaries, cities and Renaissance women…
Giulia Bonali is an Italian academic living in London. Since completing her MA in History of Design and Material Culture at the Royal College of Art/Victoria & Albert Museum, Giulia has been teaching undergraduate BA Fashion Design at the University of Creative Arts (UCA) London, and at the University of East London (UEL). In 2011, Giulia was appointed joint module leader for first year undergraduates studying BA Fashion Communication at Liverpool John Moores University. Currently, Giulia has begun a PhD at the Birkbeck University of London focusing on the study of fashion as a starting point to explore the period of cultural transformation that followed the April Revolution in Portugal in 1974.
Curating Fashion, Fashioning Art. On the Productive Co-existence of Art and Fashion
Lecture by Annamari Vänskä, PhD, Adjunct Professor, Curator
April 18, 2013
In everyday life, art and fashion have always merged. In the art world, however, fashion has long been treated like a stepchild. Art is by definition timeless, i.e. beyond the influence of fashion trends. Fashion, on the other hand, is synonymous with continuous change. Fashion is always at risk of becoming old and dying.
For centuries, fashion was a cuspidor of high culture. Moral philosophers and feminists rallied against it. Fashion, to them, represented either moral decay or a patriarchal social system oppressive to women.
Fashion did not do well in academic circles either, and for a long time it was considered too frivolous for serious study.
Negative attitudes are now subsiding. Fashion has achieved cultural status similar to art. Moralists have calmed down and feminists have been allowed to wear make-up. Academic chairs in Fashion studies have been established all around the globe. Fashion is increasingly conquering museums and acquiring large publics and wide media spread.
The lecture discusses recent developments in fashion and art by analysing how both fields have benefitted from the proximity of the other. The lecture brings forth examples of how fashion is transformed into art, and how art is used in highlighting the value of fashion as art. The lecture specifically discusses a recent curatorial project by Vänskä, which she curated for the World Design Capital Helsinki in 2012, and which is now being transformed into several new exhibitions in the USA and in Japan in 2013 and 2014.
GUEST LECTURE CLAU-
DIO MARENCO MORES
Architecture of Fashion:
from retail environments to Brandscaping
March 7, 2013
The Fashion system in the broader sense of the meaning permeates every single aspect of our daily lives.
It uses all means to make itself noticed and expand its influence.
It uses photography and cinema, music and art. Not least, it “dresses up” in architectures.
Dichotomy between architecture and fashion, between ephemeral and permanent blurs. Their relationship gets tighter and tighter.
The Fashion System wants from architecture innovation, surprise, flexibility, mutation.
It wants to be represented at its best, to be legitimated.
It wants to have a set scene for brand values.
Architectures must be charged with a lot of other meanings, they must be mise en scène of the zeitgeist, and of the brands.
Architecture for fashion is a fashion statement itself, ephemeral ideology, Eye-deology.
Principles, they change. What counts today is legitimacy of appearence.
Fashion stores punctuate the urban landscape and they tell stories of brands, company missions, global aesthetics; they mix up with the attempt to propose complex lifestyles, examples of a global design or total living.
Through 30 years of architecture for fashion and communication strategies, from Elio Fiorucci to Rei Kawakubo through Calvin Klein to Giorgio Armani, learning the japanese lesson and overturning the logical with Prada we wonder what the next scenario of such a conflictual love-hate relation is going to be.
From epicenters to guerrilla stores’ luxury raves, from minimalistic aesthetics to pop editorialism all signs point to one thing.
Good design, alone, is not enough anymore.
CLAUDIO MARENCO MORES
Architect; graduated in Venice with a thesis on the use of architecture as a marketing tool.
He studied at the IUAV Institute of Architecture in Venice, Oulu University, Finland, Domus Academy and IED majoring in Marketing for Luxury Goods.
Marenco Mores worked as fashion editor while researching on strategic marketing.
He is currently Merchandising Manager for Calvin Klein Collection Accessories.
Guest Lecture Marketing & Communication
Alberto Sgheiz and Federico Semino
Greensense Communication Agency
February 21, 2013
4.00 pm to 6.00 pm
The conference will discuss issues on the logic conforming to eco-sustainable communication and all that relates to it: its main traits, links, meaning, significance and the methods and objectives that such communication necessitates.
The speakers will highlight and present the topics under a number of viewpoints: cultural, anthropological, sociological, political and regulatory, bringing concrete examples from various sectors, with particular reference to the world of Fashion.
About the speakers:
• Alberto Sgheiz
Co-founder and partner of Lorenzo Marini, Agency CEO
• Federico Semino
Former Polimoda student, graduated June 2012 in Fashion Marketing & Communication. Art Director since January 2013
Young designer originally from Stockholm, Erik Bjerkesjo produce his footwear collection in Tuscany.
11 January 2012
Former student on the Master in Advanced Fashion Footwear Design, after graduating successfully from Polimoda Erïk Bjerkesjö launched his own collection of clothing and accessories, marked by a minimal and contemporary aesthetic typical of the Swedish style. Back to Polimoda, Erïk presents a range of men’s footwear produced by expert Tuscan craftsmen and characterised by a state-of-the-art branded sole: a detail that embodies consummate mastery in the creation of products of the very highest quality. The Guest Lecture is an opportunity to listen live to the designer’s experience in the launch of his own brand.
Presentation of the 5th edition by Silvia Lucchesi
8 November 2012
Lo Schermo dell'Arte Film Festival (Screen Art Film Festival), directed by Silvia Lucchesi, presents its 5th Edition which will be held in Florence from November 21 to 25, 2012 (Odeon Firenze, Cango-Cantieri Goldonetta and other locations around town).
Lo Schermo dell'Arte is a “project in motion”, unique in Italy and one of the few world-wide, which, with multiple initiatives during the course of the year, narrates and analyzes the complex relations between contemporary art and cinema through film, video, installations, book launches, encounters and workshops. In previous editions, the festival has hosted such international artists as Libia Castro, Phil Collins, Omer Fast, Alfredo Jaar, Mark Lewis, Shirin Neshat and Sarah Morris. Among this year’s guests: Isaac Julien, The Otolith Group and Melik Ohanian.
The presentation will be held in English.
"Stephen Jones is the maker of the most beautiful hats in the world." Anna Piaggi
November 14, 2011
Stephen Jones is the most famous milliner in Great Britain and one of the most sought-after in the world. Polimoda invited the British hatmaker to enable students to become more familiar with his unconventional and out-of-the-ordinary designs, which are exhibited at some of the most prestigious museums all over the world.
During his twenty-five-year career, Stephen Jones has dressed the most popular actors, singers and international celebrities and has collaborated with a number of leading fashion designers, including Vivienne Westwood and John Galliano.(PDF)
The Calvin Klein challenge.
October 13, 2011
Fabrizio Rensi, Business Development Director Europe and Middle East for Calvin Klein, was the speaker at a guest lecture addressing “The challenge of Calvin Klein". Rensi explained how the brand, created in 1969, has adapted to the ever-changing demands of the market without betraying its essence, but on the contrary by renewing and offering innovative product lines and extensions. Rensi explained some of the main events occurring during this process of development, which is still in progress.
The seventh Antwerp: the belgian fashion.
September 22, 2011
Raïssa Verhaeghe, experienced Fashion Industry Executive and Vice General Manager at Bvba 32, with a legal and business background, explained to Polimoda students the peculiarities of the Belgian fashion, illustrating the intermingling of business and creativity. Taking its cue from 'The Famous Six of Antwerp' (Walter Van Beirendonck, Ann Demeulemeester, Dries Van Noten, Dirk Van Saene, Dirk Bikkembergs and Marina Yee), the guest lecture retraced the history of Belgian fashion, illustrating its main players and potential future developments.
Conversation with… Eelko Moorer.
April 18, 2011
Eelko Moorer is one of the most interesting new talents in Dutch design. His designs have always crossed boundaries between performance and product, comfort and discomfort. Moorer creates his shoes driven by irrationality, constantly striving to make possible what appears to be impossible. One of the most influential accessories designers in the world, Moorer is currently exhibiting his collection "Jungle Light" at the Salone del Mobile in Milan. (PDF)
PHOTOGRAPHY BETWEEN ART AND FASHION
"A survey of social and artistic influence between Picasso and Warhol. How photography affected art history of 20th century. Supreme shots of fashion photographers during the magazine saga of glittering publishers."
January 22, 2013
Scuderie Villa Favard
Davide Faccioli, after graduating in Economics in 1986, founded "Compagnia dell’Immagine", the first advertising agency specializing in luxury goods.
He became member and co-editorial director of the Lupetti & Co, publishing house for business and communication.
In 1992 he created Photology, a company operating in the international photographic arts field with galleries in Milan, London, and a Foundation in Bologna, and since 2001 teaches photojournalism at the La Sapienza University in Rome.
Luxury in the Middle East: market perspectives & consumer dynamics.
November 16, 2011
Patrick Chalhoub, CEO of the Chalhoub Group, the leading distributor and retailer of luxury brands in the Middle East, hosted a workshop entitled "Luxury in the Middle East: market perspectives & consumer dynamics”. The workshop aimed to give to Polimoda students an overview of social and economic scenarios in the distribution of luxury products, consumer dynamics and the development prospects of the markets in the Middle East area.
Lecture with Linda Loppa and Polimoda teachers
October 27, 2011
Linda Loppa, Director of Polimoda, and a group of teachers including Annamaria Tartaglia (Luxury Management and Fashion Communication), Lapo Baglini (Marketing Management and Branding) and Danilo Venturi (Brand Management), tabled a discussion about the perceived gap in the fashion world between creativity and management.
Teachers debated and explored the two concepts in depth, laying the foundations for a mode of integrating these aspects and building harmonic scenarios. (PDF)
Sara Lenzi & Gianpaolo D'Amico.
July 14, 2011
Sara Lenzi, sound designer and live performer, works as consultant for different brands in the fields of sonic branding and product sound design. Sound design is the art of acquiring, creating and manipulating audio elements for different purposes and it is employed in various fields, including fashion. The lecture by Sara Lenzi, who was accompanied by Polimoda teachers Danilo Venturi and Gianpaolo D'Amico, aimed to explore the new frontiers of sound design in the fashion universe. (PDF)
The Digital Fair Project.
June 30, 2011
Francesco Bottigliero, General Director of Fiera Digitale – Pitti Immagine Group, analysed and presented to Polimoda students a preview of the E-Pitti project, one of the first virtual fairs ever created. The project, launched on 4 July and involving 120 Internet professionals, now boasts 1,100 online stands embracing a catalogue of 8,000 products, 60,000 images and 1,000 interactive videos.
International Markets: Cina/India.
May 19, 2011
Raffaello Napoleone is CEO of Pitti Immagine s.r.l., the society which organises some of the world’s most important fashion events, such as international quality clothing and textile fairs, communication happenings, cultural and research initiatives for the fashion system and fashion as the aesthetic expression and global evolution of taste. Napoleone gave a lecture for Polimoda students about the new international markets that fashion is looking towards, including China and India.
IN FLORENCE ...
Summer at Polimoda offers a pared-down selection of our most popular courses, from the classics to the most innovative new subjects.
It is not necessary to take an entrance exam, you will need to send your CV so that we can be sure of the participants’ level of qualifications and motivation. What are you waiting for? Book your Polimoda Summer Course!