Students from ISM – ISG, attending their programme at Ferrari Fashion School, took part in a live industry project with premium beachwear brand Amazonica, founded by Daria Balocco, entrepreneur and creative director. As part of the Brand Synergy: Advanced Marketing and Brand Management module, students explored how an emerging fashion brand can strengthen its positioning while expanding into new markets and consumer experiences.
The project challenged students to address one of today’s most relevant questions in fashion branding: how can a brand remain distinctive while evolving beyond its original product category?
From Premium Beachwear to a Lifestyle Brand
Working from Amazonica’s existing identity, students investigated how the brand could evolve beyond its core beachwear offering into a broader lifestyle brand without losing its distinctive positioning.
Through market research, consumer insights and competitor analysis, they explored emerging trends in luxury consumption, experience-led branding and emotional engagement, translating their findings into strategic proposals designed to strengthen the brand’s long-term positioning.
Learning from Industry Expertise
The project was led by Federica Patta, marketing and brand strategist, whose career spans luxury retail, brand development and strategic marketing. Before moving into consultancy and higher education, she held senior marketing roles at La Rinascente, where she gained extensive experience in developing commercial and branding strategies for premium and luxury brands.
Drawing on this industry background, Patta encouraged students to approach brand management as both a strategic and creative discipline, combining analytical thinking with innovative brand storytelling.
Building Meaningful Brand Experiences
Students developed integrated proposals including capsule collections, collaborations with hotels, resorts and beach clubs, experiential activations, influencer marketing strategies and multi-channel communication campaigns.
Rather than focusing solely on product development, the project highlighted how today’s fashion brands create value by building complete brand ecosystems capable of connecting with consumers across multiple physical and digital touchpoints.
From Strategy to Creative Execution
To conclude the project, students put their concepts into practice through a professional photoshoot, applying the branding, communication and creative direction strategies they had developed throughout the module. The shooting provided an opportunity to translate strategic thinking into visual storytelling, demonstrating how brand positioning comes to life through images, styling and content creation.
By combining strategic planning with hands-on creative execution and direct collaboration with industry professionals, Ferrari Fashion School continues to provide students with an immersive learning experience that reflects the realities of today’s global fashion and luxury industries.
