Creative Direction

The Ultimate Management of Fashion Design
Mentorship by Torsten Hochstetter

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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 special projects in the society of the spectacle, with the typical sensorial and conceptual approach required from art management.

The Master in 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 and communications; the creation of written, visual and motion contents delivered by a team.

This master 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.

Lessons take place from June to March and amount to a total of 700 contact hours. There is the possibility of completing the course with an internship in a fashion company, leading to the overall obtainment of 80 credits. English language proficiency and experience in the field are required. Candidates with work experience or relevant studies in fashion and related fields are eligible and selected after the admission process.

Upon completion of the Master, students will be automatically given the possibility to partake in the Polimoda Talent program.

Study Plan

Design
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.

Branding
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.

Communications
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.

Learning outcomes

Upon successful completion of the master course, students will be able to:

  • Develop a personal research methodology, envision and produce creative content that informs creative and entrepreneurial decisions and expresses their design identity.
  • Structure a complex narrative that aligns goals, objectives and resources through different product categories.
  • Develop strategic visions and editorial skills that are translated and expressed into visual form.
  • Manage all strategic levers, including pricing, positioning, range, targeting and communication.
  • Create a professional portfolio.

Career Opportunities

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 Torsten Hochstetter’s tutorship.

Mentor

Torsten Hochstetter
Global Creative Director of Puma
Torsten Hochstetter has over 25 years’ experience in the sportswear industry. Before devoting time to his current role as Global Creative Director of Puma, leading the global product design team, Hochstetter served as Creative Director of Adidas for 15 years, working as Head of Design at Adidas Tokyo before shifting to lead the American design team in Portland, Oregon. Following his tenure at Adidas, he was also Creative Director of surf brand O’Neill. Hochstetter’s career began after studying at Polimoda, taking on the role of Menswear/Accessories Designer for s.Oliver group.

Polimoda Rendez-Vous with Torsten Hochstetter

Watch the video teaser of the guest lecture The Power of Change held by Torsten Hochstetter, Global Creative Director of Puma.

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