Course in. Fashion Stylist. Fashion Stylist Visual Merchandising. Bachelor of Arts Degree. Milan. ied.edu ied.it

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1 Course in Fashion Stylist Fashion Stylist Visual Merchandising Bachelor of Arts Degree Milan ied.edu ied.it

2 IED MODA Fashion Stylist 1 Degree obtained 2 Course language 3 Learning objectives 4 Job prospects 5 Access to further studies 6 The structure and the methodology 7 General outline of the learning activities 8 Final test 9 Individual study plans 10 Major Studies 11 Subjects 2

3 1. Degree obtained I level Academic Diploma (equivalent to Bachelor of Arts Degree)* 2. Course language The course is held in Italian and English 3. Learning objectives The Fashion Stylist, a fairly recent professional category, is concerned with creating, managing and giving a visual identity to a fashion brand, a fashion magazine or a sector event, creating and designing the atmosphere and the style. The Fashion Stylist must place the product within a context which makes it visible and important according to specific esthetic parameters, must be able to transmit fashion suggestions and stimulate differing interpretations. In concrete, the Fashion Stylist is the one who chooses the correct fashion pairings, the accessories for the photo shoots, events, fashion shows, relative to the type of image and communication which they are trying to achieve, choosing the models and working in strict collaboration with the creative director of the brand. The final goal is to create a total image and coordinated style. The educational objective is to prepare professionals in the fashion sector to be able to intervene efficiently within the communication process, to promote and therefore give value to the fashion product and to the imaginary esthetic/style which characterizes it. The preparation of the Fashion Stylist, covering both an interdisciplinary and analytical role, requires a transversal education which includes: a solid cultural base, a good knowledge of the technical instruments regarding photography, video and the world of fashion (materials, signs, protagonists, etc ), the capacity to build a large base of visual reference points and esthetics (from art history, to fashion and costumes, the cinema and music, including the ability to analyze the language of video and photography), the ability to interpret tendencies, knowing about the fashion editorial business and fashion brands, with a focus on the strategic dynamics of marketing and communication. The student s ability must progressively include the methods of research, until becoming an expert in the world of fashion and its historic components, cultural, sociological and technical: the dynamism within a specific market, the development of communication strategies tied to the fashion phenomena, with reference to the three principal sectors of operation in the production of an image (editorial, video and web), with the objective of identifying and designing new esthetic scenarios for the future and an original definition of style. The analytic approach to the complex universe of fashion allows the student to perceive the deep ties which exist between the different cultural disciplines, the new frontiers of technology, of communication, and the horizons of marketing, while constantly maintaining a balance between creativity and strategic thinking. In particular, those obtaining a diploma must acquire the specific knowledge connected with the visual culture and the history of fashion photography, knowledge regarding the sociological and historic aspects of fashion, which go from costume history to art history, analysis of materials and the techniques of a coordinated image, competence in photographic techniques, digital computer imaging, sets, lights, choreography, and accessories. During the three year program, the students must: Obtain basic knowledge of a technical and cultural nature, able to handle the various specializations of project design; Obtain specific knowledge of the particular area of study, both of a technical nature as well as on a historical-critical and design project basis; particular attention in this sense will be employed in the learning * The degree is subject to verification by admission requirements. Get more info here : 3

4 of modeling and tailoring techniques, technology of fabrics and the methods of project design and coordination of the collections of both women s and men s clothing, aside from obtaining a deep knowledge of the evolution of the historical and sociocultural context; Encourage the development of personal attitudes, increase the student s capacity for autonomous interpretation and ability to understand contemporary trends; Learn about theoretical and technical characteristics of visual communication, multimedia and interactivity; Demonstrate knowledge and the capacity to analyze economic systems and company operations, the business culture, and the cultural and consumer contexts in which they operate, aside from the distribution aspects and the introduction of products to the market; Be able to effectively use at least one of the languages of the European Community, aside from your mother tongue, in your chosen field; Possess the knowledge necessary regarding all information technology instruments and the most advanced communication techniques used in the chosen field. 4. Job Prospects The Fashion Stylist is the professional who, within the system of fashion communication, is responsible for choosing the pieces and of assembling them for the presentation of the designer collections and the fashion companies. He/she is a professional person with exceptional qualities regarding fashion sensibility, able to create a style which is immediately identifiable and remembered. The graduates can use their professionalism in areas such as freelancers or within companies and agencies who are looking for a specific figure with these competencies connected to the world of fashion and communication. The Fashion Stylist works in close contact with the creative brand director and coordinates all of the operational activities regarding the building of the image of the product and the collection. This professional figure can work directly for Fashion Brand houses, fashion publications, advertising agencies, image consulting agencies, public agencies, event and communication agencies, as well as in the world of entertainment. 5. Access to further studies Academic Diploma second level, specialized upper level courses or Master. 6. The structure and the methodology The course structure of the three year program adopts a learning method based on the synergy between creativity, technology and experimentation, where the real world interacts with the theoretic world and the realization of a project gives life to a creative idea. Three principle objectives: knowledge of the technology, of the materials and of the culture of the project; the capacity to understand the market and its needs; the capacity to communicate the quality of the project through the use of specific techniques of presentation. This semi-professional experience constitutes for the graduates an advantage at the moment of their entry into the world of business. The courses are assigned to professionals from various sectors; in this way the needs of the rapidly changing sector in both national and international contexts are immediately reflected in the course contents. The course of training is divided into six semesters, for a total number of three years, each with a specific objective. The first year is dedicated to acquiring the fundamental technical skills, to learning the correct methods of basic design and to a solid formation of a cultural base as regards the world of fashion. The learning experience is concentrated on the design of a photographic fashion project: from observing reality and understanding the signals, up to the development of an idea and its translation into a 4

5 style, in an imaginative concept with which to create an editorial project. This involves the understanding of certain basic techniques and knowing how to manage a photographic set; of the methodology used in creating a mood board, which gives inspiration to the realization of the shooting; knowledge of the culture and history of fashion, costumes and art. The principal objective is to stimulate the student s capacity to elaborate new forms, to analyze and synthesize real life situations and one s own ideas, and to translate this creativity into objects and products. The second year is designed to deepen this knowledge, where the methods, the tools which have been acquired and the cultural aspects are concretely tried out. The projects (shooting of women, men, still life) are analyzed during their phases of research/development/communication and represent the basis for the course of study. Each subject is thought about on the basis of the project: the technical and expressive means (software, digital imaging, video creation); the cultural codes (contemporary fashion, photography, semiotics and in general understanding the image), and the approach to new media, advertising communication, writing, are all part of the instruments necessary for the advancement of the project. Key objectives: the conscientious management of the creative process, the timing and mechanisms of design, demonstrating a good knowledge of past styles in fashion history, contemporary tendencies, and their critical analysis and synthesis into new forms. The third year of specialization is geared towards the deepening of the critical knowledge so far accumulated and of improving design abilities in a specific area, the communicating of one s identity and of the independent management of the project. The year is dedicated to advanced design projects in the context of a simulated professional environment and complexity of cultural references. In the work on the final project, space is left for personal intuition and the critical thoughts of the student. The thesis project foresees that, together with the development of a personal style and an original and coherent product, the student understands how to collocate their work on the fashion market, describing the technical aspects, the quality and the costs tied to the actual production. In the period of the three year program, there are also activities regarding design workshops, cultural seminars, participation in competitions, conferences, special projects, company and factory visits. The participation in these activities is complementary to the study plan of which it is an integral part, as is also a fundamental and integral part of the course of study the actual putting into practice of these aspects, both individually and in the labs of the campus. 7. General outline of the learning activities The curriculum for the course of study can be grouped as follows: a) educational activities relative to creating the knowledge base of preliminary studies, information and general methodologies and analytic instruments used in various fields; b) educational activities which characterize the general field and are indispensible for the understanding of the cultural and technical aspects of the course contents, aside from the abilities and specific competencies which help to qualify the professional figure who completes the course; c) educational activities in one or more specific disciplines which are close to the basic courses and the typical courses, but which also deal with the cultural context and interdisciplinary training; d) educational activities relative to the preparation of the final exam for the degree and for verifying foreign language abilities; e) further educational activities (up to a maximum of 10 credits) designed for learning a foreign language, IT and telemetric abilities, relationship building skills or other skills useful for entry into the job market, in addition to educational activities to help with career choices through direct contact with the real world that the degree is aimed at, amongst which in particular are learning experience internships which help students to decide a future career direction. The internship, according to the law DM 142 of 25 March 1998, consists of a period of experimentation in the professional practices through the realization of 5

6 individual projects or group projects in collaboration with other institutions or companies. The duration of the internship is proportionate to the particular subject matter or finality of the course of study. The internship activities available at IED may include: Workshops / Company projects: intensive design projects lasting one or more weeks in collaboration with companies and specific themes associated with that company; Professional seminars: designed to acquire skills in relationship building and organizations, as well as knowledge about the legal and economic framework in which companies operate. Some internships may be organized by IED in collaboration with external partners (state organs, companies, research centers, professional organizations, etc.) depending on agreements. The student may participate in these activities of design and research after having earned his academic diploma. IED has established the agreements with Workopp, agency authorized by the Ministry of Labour, and Galdus Cooperative Society, an organization accredited by the Lombardy Region, regarding the activities of internships and career orientation. f) educational activities independently chosen by the student during his course of study or related courses, for a total amount of 10 credits, corresponding to at least two courses; IED proposes every year a list of elected courses, amongst which the student may choose 4 options, thereby giving priority to the student s own interests. In order to allow a more equal distribution of the students, the elected courses are limited in number each year. 8. Final Test In order to be admitted for the final discussion thesis, the student must have completed 180 credits, according to the rules as defined in the educational advisory, including those relative to the final exam and the knowledge of English. The final exam consists of a presentation before a commission regarding the project development, graphic and analytical support with documentation, aside from the physical and/or virtual models. The complete project to be presented is individual. Also in the case of complex project themes which were dealt with in groups during the instruction phase, it must be shown to be an individual specific project of the student, who must present and discuss the work personally with the commission. Language Competency Courses held in Italian: within the third year the student must be able to demonstrate a fluency in the English language which corresponds to a TOEFL certification level of at least 550 or an equivalent certificate. Courses held in other languages of the European Union: within the third year the student must be able to demonstrate a fluency in the Italian language. For those students already possessing the required certification, this will be acknowledged and credited and they will be admitted directly to the final exam. For those students without this certification, IED may organize language courses at the school or in collaboration with certified schools, with the goal of obtaining the required language level. 6

7 9. Individual study plans The Educational Advisory of the Course of Study may find it useful to make changes in the educational program as outlined under the voice curriculum. The student, in order to achieve his/her personal learning objectives as specifically outlined and motivated, during the first year of the course will present to the relative school an application for approval of the individual study plan which must be compatible with the academic office regarding its contents. The study plan will be valid for the entire duration of the course which it refers to. 10. Major Studies The first-level three-year academic diploma courses at the IED aim to develop design skills on which students will be able to build their professional careers and continue studying in the academic and university system. They offer students the chance to develop on specific themes, in the framework of a main disciplinary area, identified as Major Studies. Major Studies can impact on a student s curriculum with design assignments in the second or third year, a choice of extra fields of lectures and ideas for students final thesis projects. Major Studies may be an integral part of the course or take the form of additional material designed to develop on a topic, which students can choose to improve on their performance in specific professional fields, maximising their individual qualities and giving their study curricula a personal touch. This choice is neither obligatory nor binding. Students may choose a major by the end of the first year and of the second year of their courses, by just presenting their personal curricula. IED then has the option to confirm that the Major Studies course in question will take place. In addition to the regular course material, the Fashion Stylist curriculum also includes the possibility to specialise in a Major Study on: Visual Merchandising The area of design activity related to the curriculum in Visual Merchandising, one of the most interesting and creative professions in the area of communication strategies related to fashion products, calls for extensive knowledge of contemporary styles and trends, of fashion brands and of all the techniques used to devise and manage the spaces housing points of sale, so as to maximise the perception of product value and brand identity. The study of the setting, the graphics, the lighting, the colours, the materials and the display systems used numbers among the tasks entrusted to this professional, whose work is a fine balance between communication, aesthetic and creative research and the language of business. 7

8 11. Subjects I YEAR Basic training activities Style, Art and Cultural History The purpose of this course is to impart knowledge about the most important artistic movements and their leading personalities in the modern period and the contemporary age. In addition to describing how art has developed in the course of history, it aims to develop a critical understanding of art s codes and of the work of art as a complex visual text and as a phenomenon that narrates cultural, social and aesthetic evolutions, perceived in particular in terms of its relations with other forms of expression and communication (photography, advertising, cinema etc.). Design methodology This course provides students with the analytical tools they need to examine the nexus between a product and the processes behind its creation. This theoretical groundwork will enable students to understand which academic and cultural factors are at work in a design project and to manage the disciplines that contribute to constructing a piece. Every design process is a confluence of functional, technological and formal aspects: the curriculum goes through the various different phases, from how the idea is formulated to the development of the actual object, enabling both the most suitable tools to be identified and the management of those aspects that impact on the training, construction and representation of every creative activity. Digital image processing The application of highly-evolved digital tools to the visual languages of fashion is the topic covered by this course, whose purpose is to impart both experimental expression of form and professional applications. The curriculum provides students with the basic grounding they need to use the most important programs for processing and transforming images, as well as for mounting and retouching them. History of Fashion 1 The evolution of styles and tastes in Western fashions from the mid-nineteenth to the midtwentieth centuries. The curriculum analyses the social processes, also by looking into case studies of fashion designers and their collections. In addition to providing a basic historical and cultural grounding, the course sets out to stimulate the development of the critical and analytical skills necessary for students to interpret contemporary trends. Distinctive training activities Photography This course studies the languages and techniques of photography, both past and present, so as to understand the different uses that have been made of it, from making a documentary record of work to expressing the photographer s own artistic language. The part spent in the workshop enables students to experiment with the medium of photography, using both traditional and digital techniques and tools, so as to identify the best approaches and methods for each kind of photo shoot. The course teaches students to analyse the context and develop their own spirit of observation, as well as to relate to the photographer, so with the point of view and the entire complexity of what happens before the image is actually produced. Elements of Journalist Communication 1 This course provides students with professional skills in the field of fashion and styling communications. In the first year, they focus on the various specific professionals working in this sector, understanding how they relate to the different approaches adopted to written and visual communications, both in hard copy and online, and to their benchmark targets. The aspect of styling interprets a variety of expressive registers and cultural contexts. 8

9 Fashion Design 1 Students learn the correct methods to be used in designing and organising a fashion shoot, based on an initial moodboard and managing the casting, the choice of locations, the articles to be worn, the styling and the evaluation of the shots. Part of the course is devoted to studying cultural history, analysing the transformations in costume by studying the cultural, social and economic evolutions that have taken place in recent centuries. The aim is to understand the continuous changes in costume, so as to perceive the traces they have left in the present day, both on the catwalk and in the street. Ancillary and integrative training activities Corporate logic and organisation The topics covered by this course are the planning, promotion and management of production and communication activities in the fashion industry. This field is studied by analysing the various different skills and areas of professionalism, industrial dynamics and the strategic side of creativity in relation to the markets of reference. Students learn the basics of marketing applied to the organisation of a firm s activities and how they relate to its strategic and policy choices to achieve the right positioning for a brand. History of Photography 1 This course focuses in particular on the history of photography as applied to the fashion industry, concentrating on the evolution of languages and techniques of representation and on the styles adopted by top photographers. Theory of perception and Psychology of form This course investigates the world of sensory perceptions and cognitive processes, illustrating the scientific theories that explain how our senses function and correlating them to research into the psychology of form related to imagery. Students tackle the principles of colour theory (harmonies of colours, chromatic accords and contrasts, complementary colours, contrasts of quality and of quantity) and, through the applied sciences, learn techniques for analysing the relationship between object, space and person. II YEAR Basic training activities History of Fashion 2 This course investigates developments in the history of contemporary fashion, so as to identify trends in the fashion system and how it communicates. The evolution in trends and styles is tackled from an historical, cultural, social and economic standpoint, providing students with the tools they need to understand fashion s contemporary relevance, highlight its mechanisms and identify its key personalities and salient phenomena. Computer Graphics The purpose of the many different methods and processes available for visual design in this context is to communicate and present complete projects. For this reason, the aim of this course is to provide students with a series of technical and methodological skills: the principle graphic design programs are used to create a customised book, a portfolio and multimedia graphic projects. Distinctive training activities Elements of Journalist Communication 2 Starting out from an analysis of the trade press and by responding to specific questions, students are now expected to create a narrative, both written and visual, that takes styles and brand identities into due account. The resulting case studies highlight the importance of choosing the right expressive language, semiotic codes, principles of marketing and mechanisms for using communications from hard copy to the web and new digital tools. 9

10 Fashion Design 2 In this course, students learn to understand and apply the entire process of designing, from the preliminary research to the finished product. Experimenting with interacting with other artistic disciplines and developing their own creativity, they learn to work autonomously. The course constitutes a further development on the tools and processes of design. Major studies Visual Merchandising: Basics of Fashion Merchandising: this course aims to impart the basic techniques for developing families of fashion products, from single thematic units to the entire structure of a collection, in relation to market research, the mood of the season and the brand s positioning. Fashion Merchandising Plan: the aim here is to implement the processes of merchandising for designing a technical book and an assortment and structure strategy for a fashion collection. Visual Merchandising 1: this course takes the form of an introduction to the techniques used for presenting fashion products and relating this approach to the characteristics of the point of sale, the brand philosophy, market positioning and the benchmark target. Elements of Video Production In addition to learning how to use video design programs and the most important techniques of video shooting and editing, this course analyses the aesthetic codes, the many different languages of the video medium and the influence exerted on perception and use of the fashion system. Students acquire the ability to exercise critique about the phenomena related to video production, translating the codes of their contents and understanding the techniques used to make them. Ancillary and integrative training activities Fashion Marketing Developing on the materials covered in the course on Corporate Logic and Organisation, this course in Fashion Marketing sets out to analyse the factors that converge in the process of structuring a clothing collection: from the indications collected from the market to trend scouting and identifying the targets. The course then continues with the presentation of planning tools, complete with their respective phases and time frames for production and distribution, structuring the collection by areas of product types. History of Photography 2 This course takes the form of a monographic study, examining contemporary fashion photography. The aim is to conduct a close-up observation of the specific characteristics that have exerted the greatest influence and set today s expressive trends. Semiotics of Art This course concentrates on clothing and its expressive and semiotic components, including how it is represented in the many different systems of storytelling. The construction and organisation of the unity between form and contents and of the consequential nature of the relationship between aesthetics and usage are examined, so that students learn to understand the complexity of fashion s meaning as a narrative. 10

11 III YEAR Basic training activities Theory and analysis of the cinema and of audiovisuals The phenomenology of the media and of how they relate to artistic movements and their changes is at the focus of this curriculum: the aim is to provide students with an articulated, dialectic familiarity with cinema and audiovisual media, so as to stress the intermodal nature of cinema and other media and their reciprocal influence on one another. As well, above all, as the dynamics that drive the narrative of a cinema script, by studying the approach used by the director, the photography, the soundtrack, the script and the overall visual impact on public awareness. Distinctive training activities Elements of Journalist Communication 3 Taking the form of a workshop that summarises previous experiences, this course aims to test students ability to produce a complex, structured communication project. To do this, they have to come to terms with the complexity of the phases of research and processing, starting from a brief and taking it through to managing the budget. Fashion Design 3 In this course, students develop a project autonomously, developing further on the tools and processes of designing and getting to grips with the project launch. Major studies Visual Merchandising: Visual Merchandising 2: the aim of this course is to develop on the commercial, psychological and cultural issues linked to the phenomenon of buying and how they relate to the visual layout of the point of sale and to the presentation of the fashion product. Phenomenology of Contemporary Art The main purpose of this course is to provide students with an adequate cultural grounding in the iconographies and aesthetics of the cinema. In this way, their studies of design and fashion can be integrated with input deriving from modern and contemporary imagery. The aim is to take a critical look through the lens of the movie camera, taking in the phenomena, the trends and the bodies that have represented a driving force in the evolution of styles in our day and age and continue to do so. Ancillary and integrative training activities Sociology of Cultural Processes This course provides students with the fundamental principles of sociology, illustrating the discipline s historical origins, its various schools of thought and, as a consequence, the different methods and approaches of analysis adopted. Studying the lifestyles within which affinity groups come about and the dynamics of social interaction, with their relative processes of dissemination, communication codes and languages, facilitates an understanding of cultural production and, more generally, of cases of variation and of persistence in social, spatial and territorial contexts. The aim of the course is to develop students ability to read and interpret the behaviours and social dynamics where a creative work intervenes, to understand the socio-cultural dimension of the situations of its use and to acquire awareness of their underlying significance to a design. Fashion Design 4 This workshop tackles the phases preparatory to the final thesis project, laying the foundations for the metadesign phase, i.e. the project s strategic definition, the approach to be adopted to conducting the research into the topics to be studied and the planning of the subsequent operational stages. 11

12 IED VISUAL COMMUNICATION COURSE IN FASHION STYLIST DEPARTMENT OF DESIGN AND APPLIED ARTS - SCHOOL OF NEW ART TECHNOLOGIES BACHELOR OF ARTS DEGREE Learning Activities Exams Code Artistic - Scientific Sector Subject Credits Hours Didactics typology Assessment 1 YEAR B 1 ABST47 Style and History of Art and Customs Style and History of Art and Customs A B 1 ABPR15 Design Methods Design Methods B - C B 1 ABTEC38 Digital Applications for visual arts Digital image processing B - C B 1 ABST48 History of Applied Arts History of fashion A S 1 ABPR31 Photography Photography B - C S 1 ABPC67 Communication Methods and Techniques Fundamentals of Communication and Journalism B - C S 1 ABPR34 Fashion Design Fashion Design B - C I 1 ABLE69 Marketing and Management Business thinking and management A I 1 ABPC66 History of the new media History of photography A I 1 ABST58 Perception theory and the psychology of form Perception theory and the psychology of form A A Interdisciplinary Lectures/Seminars/ Workshops 4 10 Total credits required 1st year YEAR B 1 ABST48 History of Applied Arts History of fashion A B 1 ABTEC38 Digital Applications for visual arts Computer Graphic B - C S 1 ABPC67 Communication Methods and Techniques Fundamentals of Communication and Journalism B - C S 1 ABPR34 Fashion Design Fashion Design B - C S 1 ABTEC43 Audiovisual languages and techniques Fundamentals of video production B - C I 1 ABPC66 History of the new media History of photography A I 1 ABLE69 Marketing and Management Fashion Marketing A I 1 ABPC68 Analysis of the Communication Processes Arts semiotics A E 1 Electives A Interdisciplinary Lectures/Seminars/ Workshops Competitions 6 9 Total credits required 2nd year YEAR B 1 ABPC65 Theory and Methods of Mass Media Theory and analysis of film and audiovisual presentations A S 1 ABPC67 Communication Methods and Techniques Fundamentals of Communication and Journalism B - C S 1 ABPR34 Fashion Design Fashion Design B - C S 1 ABST51 Phenomenology of Contemporary Arts Phenomenology of Contemporary Arts A I 1 ABST56 Sociological Studies Sociology of Culture C I 1 ABPR34 Fashion Design Fashion Design B E 1 Electives 10 A Internships Competitions Interdisciplinary Lectures/Seminars/ Workshops FE Foreign language 2 FE FINAL TEST 10 7 Total credits required 3rd year Total exams required during the three-year-programme Total Credits required for the three-year-programme 180 LEGENDA Learning activities: B Basic learning activities S Subject-specific learning activities I Integrated learning activities E Electives A Additional learning activities FE Final exam Didactics typology: 1 Theoretical Lessons 2 Theoretical and practical Lessons 3 Labs Assessment: A Oral and/or written examination B Intermediate examination C Final examination D Pass for final examination 12