IED Florence Fashion Stylist, Summer course

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1 IED Florence Fashion Stylist, Summer course The professional figure I The stylist is the professional figure that within the communication system of fashion is in charge with the choice of the garments and of the composition of the outfits for the presentation of fashion collections. The stylist is a real journalist and visual reporter as well as the ring that links the manufacturing world of fashion to the fashion consumer and the fashion magazines reader. Objectives The aim of this course is to introduce styling at a professional level, analyzing all its aspects and requirements. The course will be based on theoretic lessons covering the unwritten rules that articulate the various relations between press offices, model and photo agencies, and it will include seminars with professionals allowing students to have a direct contact with the international working environment. Moreover, there will be four photo shooting sessions in studio that will provide students with the necessary independence to create, organize, and prepare their first editorial to be examined and included as their first work in their portfolio Coordinator Valentina Ilardi IED Graduate in Digital design, and in Fashion Styling and Fashion Forecasting from Central Saint Martin College of Art and Design, Valentina subsequently became Fashion Editor of the quarterly magazine Drome. She collaborates with numerous magazines as freelance stylist: Surface, BMM, Vice, Flux, Neo2, Vision, Vogue Italia, Glamour Italia, Vanity Fair Italia. In 2007 she was appointed Fashion Editor of the French magazine Under the Influence. Her published editorials count with the collaboration of renown photographers such as: Pablo Arroyo, Mark O Sullivan, Billy und Hells, Les Deux Garçons, Cricchi & Ferrante

2 Program Styling Starting with an introduction to the stylist career, we will analyze the key aspects of this profession and its requirements. In first place the trend research methods employed during the international Fashion Weeks. Being able to define runway trends and translate the historic and contemporary references proposed by designers. The ability to collaborate with press offices and the course collections take from showroom to fashion editorials. How to read the colophon page of a magazine and how to propose your work to a Fashion Editor. In-depth study of styling, fashion editors, photographers and international fashion magazines. Styling for fashion editorials and commercial styling. Learn how to create and prepare an editorial from concept research to the interaction with photographers and model agencies. How to make a casting and which errors to avoid while shooting. How to create a portfolio with your own work and how to present it to an agency booker. Methods and Strategies at Work The know-how required to operate as a professional stylist in an increasingly competitive and hard to access market. If in a way this role has gained increasingly more recognition and importance, on the other hand it expects more and more from those who wish to operate as such. During these lessons we will discuss and cover all methods and strategies necessary in order to enter this complex working environment collaborating with magazines, fashion editors, designers, photographers, hair-stylists, make-up artists, models, etc. The aim is that of instructing students on how to proceed once they have finished this course avoiding mistakes, looking for your first job, and relating aptly with working colleagues. The current high standards of professionalism in the fashion image world doesn't concede errors and it is therefore fundamental to know the numerous requisites and working methods and as a result find oneself prepared to face this unique challenge. The Semiotics of Fashion The study of sign, the essential element in every form of communications, including the fashion designer s creative communications. Fashion is interpreted as a story regulated by a specific code that makes it different from every other phenomenon of communications. Trends Analysis of the latest new trends and definition of the professional profile of the cool hunter. Testimonials A series of lecture from professional stylist and agency booker. Shooting 1: editorial for a magazine How to build a women s fashion photoshooting. How to find a fashion idea. How to choose the garments and prepare a female outfit. A one day photo shooting practical lab with a professional photographer and a model to learn how organise an editorial for a magazine. Shooting 2: advertising campaign Shooting for a Fashion Brand communication. A one day photo shooting practical lab with a professional photographer and a model to learn how to coordinate a catalogue for an advertising campaign.

3 Valentina Ilardi BIO Born in Rome, the foundation for Valentina s unique visual perspective was cultivated by a youth spent traveling to Florence, Venice, Paris, Vienna, Berlin, and North Africa. When not studying the classics, her style was influenced through equestrian riding where she competed as a member of the Italian National Team for ten years. She has lived and worked in London, Paris, and New York. After graduating from IED with a degree in Digital Design, she attended Central Saint Martin College of Art and Design where she studied Fashion Styling and Fashion Forecasting. In 2003 she began her editorial career working as a freelance stylist and as a buyer for the boutique 40 Degrees in Rome. In 2005 Valentina was appointed Fashion Editor of Drome. The following year she took on the same role with B>. She has collaborated as a freelance stylist with Surface, BMM, Vice, Flux, Neo2, Vision, Unisex, Max, Glamour Italia, and Vanity Fair Italia. In 2007 she published Under The Influence out of Paris, appropriately named as her unique style can be seen on every page. For the past four years Valentina has taught Fashion Communication, Styling and Hat Design at the IED Fashion and Photography Department in Rome. A few of the photographers she has collaborated with include: David Roemer, Pablo Arroyo, Les Deux Garcons,Mark O'Sullivan, Billy und Hells, Peppe Tortora.

4 Course dates are: 6th to 24th July 2009 Language: English Course Timetable: Monday to Thursday all day Total course hours: 75 The Course The aim of this course is to introduce styling at a professional level, analyzing all its aspects and requirements. The course will be based on theoretic lessons covering the unwritten rules that articulate the various relations between press offices, model and photo agencies, and it will include seminars with professionals allowing students to have a direct contact with the international working environment. Moreover, there will be four photo shooting sessions in studio that will provide students with the necessary independence to create, organize, and prepare their first editorial to be examined and included as their first work in their portfolio Typical activities may include: * contacting public relation (PR) companies, manufacturers and retailers; * finding the best range of merchandise to be used in a shoot; * hiring, borrowing or purchasing garments and props, getting these garments to the studio or location and deciding which works best; * dressing people, such as models, used in the shoot; * building up a network of contacts; * keeping a keen eye on what is fashionable at any given time. Companies who employ stylists include magazines, newspapers, retail organisations, advertising agencies and music production companies. Some stylists are self-employed. Stylists may progress from editorial assistant work on fashion magazines where there is constant contact with PR companies, manufacturers and retailers.

5 1) Why and intensive course in fashion styling? Main Characteristics of this course: taught in English, full time attendance, full immersion method comprising theorethical and practical classes and laboratories, workshops, meetings with companies and shooting session. The study of fashion styling in Italy (first country in the world for the fashion industry) will provide to international students a competitive edge, really effective when looking for a good job in the fashion industrial sector. 2) Why in Florence? Florence is the oldest of the three italian fashion capitals (together with Rome and Milan). Florence is proud of having Italy's biggest and top concentration of fashion accessories, leather products and textile companies. Florence is also seat of one of the most important world fashion shows: Pitti Moda, and is only 1 1\2 hour from Rome, capital of the italian high fashion system. Florence is also one of the most beautiful cities of the world: where the beauty of architecture and the beauty of fashion meet. 3) Why in IED Florence? IED Florence is the newest and most updated school in Florence. Besides IED Florence is integral part of the IED Group: Europes biggest Group of Fashion and Design schools (already boasting seats in Milan, Rome, Turin, Venice, Madrid, Barcelona and Sao Paulo). Therefore studying in a IED school doesnt just mean to study in only one city: during the year you will participate to visits, seminars and fashion shows organized by IED Rome, IED Milan, IED Venice, IED Barcelona and so on. IED Florence is also Florence more centrally located school, only 20 metres from the Cathedral Square, in a wonderful Renaissance cloister. The cloister in which IED Florence is located is called : "Palace of the Youth" and "House of Creativity", in fact inside this cloister you will find: the information office for he Youth of the municipality of Florence, the Festival of Creativity, a coffe bar - restaurant, internet points and wi fi areas, meeting areas and exhibition areas. Besides the whole first floor of the cloister is occupied by classrooms, offices, conference rooms and updated labs of IED Florence. Course fee is 2100 Accomodation (provided by IED) is 900 For further information and application for please contact:

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