Starting from the 20th century, improved communications and technology enabled new styles to involve the general population with the result that more styles were introduced at a speed faster than ever.

Therefore the fashion system has become increasingly fragmented into many styles filling the needs of different market segments and functioning as a communication medium of peoples’ personality, beliefs, moods, lifestyles, to say in one word, of their identity.

But studying fashion not only is about styles, design, clothing and accessories. Fashion means also technology, engineering and science. Textiles of the 21th century combine different fibres natural and technological to produce materials with new properties: "smart textiles" which can be antibacterial, perfume and vitamins releasing, self-cleaning, anti-stress and anti-insomniac.

Last but not least, Fashion should be interpreted as a "living material" which has to perform a new challenging role: to develop its future in harmony with environmental values by committing itself in processes and products that are ecologically compatible.

Our masters will provide a depth knowledge of the entire fashion system exploring and analysing all the processes, which starting from a creative idea will lead to those distinctive products called “fashion”. The Masters will offer a new and innovative perspective for the Fashion world where creativity and technology combined with today’s ecological concern will provide solutions for a better future.

FASHION DESIGN CURRICULUM

The master will provide participants a complete and practical knowledge of the sector, blending theory and practice to enable them to organise and elaborate ideas, creativity and vision to invent and produce fashion products.

Moreover, the master will prepare candidates to acquire managerial skills and attitudes which combined with their personal and artistic intuition will also make them professional managers for facing career challenges in a high sophisticated industry.

Module 1: the Fashion System

**C o n t e n t s**

1.1 - History of Fashion and Costume

1.2 - Sociology of fashion

1.3 - Fashion’s contemporary culture and trends

1.4 - The management of creativity

1.5 - The market and Fashion Houses

1.6 - International competition

This module is an introduction to the fashion world necessary to understand how it reflects the society of which it is a part and which factors influence it. Through the history of fashion and sociology of costume, participants will understand how trends and moods as socio-cultural phenomena are determined. Also, they will be enabled to seize all the aspects which lead to the creative process in developing successfully products. The module also examines the role which fashion designers, professionals and marketers have in accelerating fashion changes, making consumers ready to accept them thus creating new business.


Module 2: Fashion Design

**C o n t e n t s**

2.1 - Principles of fashion drawing

2.2 - Different artistic approaches

2.3 - Study of anatomy of people

2.4 - Drawings techniques and media

2.5 - Basic models and garment shapes

2.6 - Fabrics and Textile

2.7 - Development of the fashion product

2.8 - Leather fashion

2.9 - Fashion for woman

2.10 - Fashion for man

2.11 - Fashion for teens

2.12 - Sportsware

2.13 - Functional fashion

2.14 - Introduction to the industrial process

This is a very comprehensive and practical module for becoming a fashion designer, a professional which deals with style development, cost, quality control and communication with the clothing industry. It includes all the aspects of fashion sector. Starting with the basic principles of fashion drawings, illustrating the different media used to design garments, accessories, and explaining the different approaches of experimentation in style to become an innovative and successful designer, the module allows participants to acquire abilities to take the idea of a garment and draw it so that it can be made into a clothing which fulfils physical requirements. Analysing the factors which make a particular dress design to become a fashion, the module stresses also the importance that textiles, materials new fibres combination and colours have in the appearance of a line or shape and therefore, the necessity to be always up to date with textile technology .Finally, the course conveys all concepts behind the art of fashion as invention, reinvention and redefinition of garments using not only the traditional materials, but also exploring the unusual and the untried.


Module 3: the Collection

**C o n t e n t s**

3.1 - Setting up a collection

3.2 - Specific markets

3.4 - Accessories

3.5 - The show room

3.6 - The portfolio

3.7 - The fashion show

3.8 - Fashion on the net

3.9 - Top models

This module covers a special sector of fashion which deals with group of garments create either by a simple designer or by a manufacturing house. It analyses the different needs collections and accessories have to meet and which are based on many factors such as cost effectiveness, extent and duration of fashion cycles, changes in technology, targets markets and time to market. Attention is given on reviewing designer’s work and selection for developing, organising and presenting the portfolio as a mean to communicate designer’s quality. The importance of the fashion show in convincing buyers and press of the value of the collection cannot be overstated. The course will show the impact and potential of web on the fashion market which is becoming available to everybody.


Module 4: Fashion Marketing

**C o n t e n t s**

4.1 - Marketing research

4.2 - Marketing segmentation

4.3 - Product planning and Positioning

4.4 - Distribution channels

4.5 - Communication techniques

4.6 - Building the brand identity

4.7 - Fashion media

4.8 - The marketing campaign

The module deals with the marketing function which has to investigate habits, attitudes, preferences and customers’ purchasing power to find out what they want. Marketing trends in the industry are examined in order to make projections and targeting specific groups or teenagers. Concepts like product planning and positioning are very well explained as fundamental factors for the preparation and marketing of fashion products, for understanding emerging needs, satisfying potential customers and fighting hard competition. All the components to arrive at a successful marketing campaign are analysed in detail as well as all marketing mix components from pricing to promotion, from packaging to distribution systems, from brand advertising to selling.


Module 5: Environmental Dressing

**C o n t e n t s**

5.1 - The new ecological awareness in the fashion business

5.2 - The relationship between body and environment

5.3 - Natural form and materials

5.4 - Sources of inspiration

5.5 - Natural vs synthetics fibres

5.6 - Microfibres

5.7 - New fibres combination

5.8 - Nature fashion oriented

5.9 - Biomimetics

The course is exploring a new concept of Fashion based on its relationship between body and the environment and committed to processes and products that are ecological compatible. Participants are introduced to a new aesthetic in between technology and nature to give rise to a new approach where fashion is seen as a factor for re -elaborating motives and designs which blend culture, nature and earth. The module will explain that, if this new dimension of fashion makes reference to its primitive function as a shelter from elements, if combined with ecologically oriented advanced technology, will provide products with new sensorial qualities capable of enhancing people’ wellbeing.