Milano Fashion Marketing and Communication Lab

Milano Fashion Marketing and Communication Lab is a summer course at Ferrari Fashion School designed for those who want to discover how a fashion brand is created, developed and established. An educational experience in Milan offering the opportunity to explore fashion business, marketing strategies and branding through hands-on and creative activities.

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Course Structure

Course Features

Milan Fashion Marketing and Communication Lab is an intensive two-week summer course in Milan, offering students a hands-on experience in the world of fashion business and communication. Through workshops, creative challenges, group activities, fashion shoots, and visits to Milanese brands and concept stores, students will operate like a professional communications agency, developing a campaign for a fashion product.

Students will explore:

Fashion business, marketing, branding, and brand positioning analysis
Target audience analysis, competitor research, and consumer insights
Creative direction, concept development, and visual storytelling
Fashion photoshoots, styling, and the organization of a photo set
Digital fashion communication and the creation of social media content
Creative project management, agile methodology, planning, and budget management
The Milanese fashion system, through visits to brands and concept stores

At the end of the course, each team will present a fashion communication campaign, complete with a creative concept, imagery, digital content, and a communication strategy. This “learning by doing” experience fosters creativity, organizational skills, and teamwork, while providing insight into the professional dynamics of fashion marketing.

Program

Dates:

July 5 – July 15, 2027

Program and activities:

Workshops and creative projects led by expert instructors
Analysis of brands, markets, target audiences, and competitors
Development of creative concepts, mood boards, and creative direction tasks
Hands-on experience in fashion shoots, styling, and visual storytelling
Creation of digital content and social media storytelling
Visits to Milan-based brands and concept stores
Project management and budget administration
Development of a communication campaign for a fashion product

Main Topics

Discover how fashion brands are created and developed, how they define their identity, and how they position themselves in the market. Through workshops, case studies, and analyses of the fashion system, you will delve into business, marketing, and branding strategies, learning to identify target audiences, competitors, and consumer insights.

How is a creative concept born? How do you build an image capable of telling the story of a fashion product?

You will explore visual research, the creation of mood boards, and concept development, learning how to transform an idea into a coherent creative direction. You will delve into visual storytelling and the language of imagery.

Discover how to organize a fashion communication project, from the initial brief to the final presentation.

You will work in a team using an agile methodology, learning how to define objectives, break down tasks, assign responsibilities, and meet deadlines. Through sprints, daily check-ins, and shared planning tools, you will manage the various phases of the project.

You will also delve into organizational aspects—such as timelines, budgets, and risk management—while identifying alternative solutions to address any unforeseen challenges.

From preparing the moodboard to defining the styling, and from organizing the set to producing the images, you will take part in the various stages of a photo shoot within the fully equipped facilities of the Ferrari Fashion School in Milan.

Discover how brands use digital channels to express their identity and communicate with their audience.

You will work on content selection, digital storytelling, and the creation of social media content. You will learn how to develop a communication strategy, connecting visual language, marketing objectives, and the choice of channels.

Connect with the Milanese fashion system through visits to brands and concept stores.

You will observe firsthand how brands build their identity and market presence, gaining insight into the relationship between product, branding, retail, and communication. It is an opportunity to explore the dynamics of the fashion industry in one of its global capitals.

Costs

Cost:

Full price: €1,390

Special discounts:

Plena Education students and alumni: 50%
Former students of short courses and summer programs: 15%
University students: 10%
Agreements with high schools in Lombardy and internationally are available upon request; please contact corsibrevi@plenaeducation.it

Docenti

News e Eventi

FAQ

The course takes place at Ferrari Fashion School in Milan. Activities may involve the main campus at Via Savona 97 and the Fashion Lab at Via Pestalozzi 4.

The course will take place from July 5 to July 15, 2027, consisting of a total of 45 hours spread over 9 days across two weeks.

The course is designed for Italian and international students, young creatives and fashion enthusiasts, who wish to delve into fashion business, marketing, branding, and communication. No prior experience is required; all that’s needed is curiosity, creativity, and a willingness to get involved.

No. The course is also open to those who are new to the fashion business and fashion communication. No prior experience or skills are required.

Yes. The program is based on learning by doing. Students will work in teams, just like in a real communications agency, participating in workshops, creative challenges, fashion shoots, and digital content creation activities.

Participants will engage in initial activities to explore their interests and aptitudes. They will then be divided into small teams, with distinct roles and responsibilities, each assigned a project coordinator.

Yes. The program includes visits to Milan-based brands and concept stores, to explore the relationship between fashion business, brand identity, retail, and communication.

Yes. The program includes a hands-on fashion shooting experience in the school’s fully equipped facilities. Students will take part in set preparation, styling, and the creation of the images.

Each team will develop a communication campaign for a fashion product. The project will include brand and market analysis, a creative concept, a moodboard, photographic imagery, digital content, a communication strategy, and a project plan. The work will be presented during the final pitch.

The course is conducted entirely in English and is open to both Italian and international participants.