Fashion brands don’t just sell clothes — they tell stories. Every maison builds a unique language made of images, fashion films, social media, and advertising campaigns, all aimed at becoming iconic.
Fashion communication tools
- Fashion films and video campaigns → such as Miu Miu’s Women’s Tales project, regularly presented at the Venice Film Festival.
- Fashion editorials → featured in major magazines like Vogue, Dazed, and Numéro.
- Social media strategy → Instagram and TikTok are now the main platforms for storytelling and brand identity (see the viral approach of Diesel or Jacquemus).
- Immersive events and runway shows → like Fendi’s show at the Trevi Fountain in Rome or Prada’s experiential events.
Studying fashion communication in Milan
To understand and apply these strategies, specific training is essential. In Milan, Ferrari Fashion School offers Fashion Styling & Communication programs that prepare students to work in agencies, editorial offices, and brand marketing teams.
Students take part in:
- Real projects → collaborations with agencies such as Acapulco Club and brands like Golden Goose and Bikkembergs.
- Guest lectures → with industry professionals like Gianluca Borghi (CEO of 10 Corso Como), Anna Paola Vergani (Founder of Polly’s Fitting Room), and photographer Fabio Munis
- On-set and fashion show experiences → to experience communication not only on a theoretical level but in practice.
Want to see an example of creative communication? Take a look at Jacquemus’ campaign or Prada’s fashion films.
