Fashion Marketing & Communications
Fashion Business · Master
Fashion Art Direction is a Master program aimed at forming a multi-dimensional professional well versed in the world of magazine media and is operated in partnership with Vogue Italia. The course is run by teachers and international lecturers with the direct intervention of professionals from Vogue Italia, ensuring hands-on and in-depth knowledge of the industry.
The Art Director of a magazine is the über-talented professional behind each issue’s every detail, the mastermind responsible for creating innovative layouts with breakthrough typefaces, design elements, and photography—all for the purpose of telling a story that impacts nearly every aspect of the readership’s life, gripping its attention from cover to cover. This is a person fueled by a never-ending, intense desire to produce content based on originality of thought, expression, and visions with a primary concern: to inspire and guide the team towards the creation of an ironclad editorial project.
An Art Director’s day is packed with visual meetings with editors, run-throughs with the fashion department, being on set to give directions to still-life photographers and prop stylists, and, of course, actually sitting down to conceive and design layouts. This role also requires a number of managerial aspects – for example, working to deadlines and budgets with graphic designers, copywriters, journalists, editors, influencers, advertising professionals and media buyers.
The course includes the chance to visit Condé Nast’s offices in Milan, a behind-the-scenes look at the Vogue editorial world, a chance to attend one of its exclusive editorial shoots and a visit to a design studio within the Vogue Talents network. The course will be completed through the application and completion of two main projects: a restyling action and the creation of a brand new fashion or luxury magazine. These projects will become an important asset of the student’s portfolio.
Lessons take place from October to June 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 attendance are required. Candidates will be selected after an enrolment questionnaire and an interview with the course’s leading teacher.
Upon completion of the Master students will be automatically given the possibility to partake in the Polimoda Talent 2018/2019 program.
The Master program is vertically structured in order to tackle all the various aspects of the multi-faced world of magazine media, following 5 modules, each of them with a final exercise plus a Final Project dedicated to a Magazine Start-Up or a Restyling Action on a pre-existing publication, as follows:
Lifestyle: Culture & Management
Contemporary Fashion, Omnichannel Marketing, Fashion Business Administration, Independent Publishing Impresario.
Streetwear: Creative Writing & Fashion
Fashion Journalism, Creative Writing or Copywriting, Fashion Merchandising, High Street Fashion.
Hype: Advertising & Media Planning
Advertising & Accounting, Fashion Trend Forecasting & Fashion Future, Digital Marketing, Strategic Planning.
Visual Trends: Graphic Design & Photography
Design Thinking, Graphic Design, Fashion Typography, Press to Impress, Photology, Fashion Styling, Video-making.
Art Direction: Branding & Future
Sociology of Imaginary, Fashion Branding, Art Direction, Style and Visual Culture.
Upon successful completion of the master course, students will be able to:
Endowed with an imaginative but strong character, a graduate in Fashion Art Direction can lead the way and create a shared vision for Magazines and Publications, Full-Service Communication Agencies and for Luxury and Fashion Companies, both off- and online. Another career path could involve launching a Fashion Studio, taking on the role of a storyteller and ultimately creating an exciting and balanced 360° sensory experience.