Business Heritage
Telling the story of fashion, creating engaging narratives around the archive and its materials.
Telling the story of fashion, creating engaging narratives around the archive and its materials.
Why take this course?
To teach the best positioning strategies, from rebranding to the launch of new products inspired by the past, with the aim of consolidating market focus and specific identity.
€ 500
Classes: May 14, 15 and 16, 2026
Registration deadline: May 7, 2026
Format: In-person or live streaming
Places: 22
Program
Thursday,14 May- 10:00 AM - 1:00 PM and 2:00 PM - 5:00 PM
Heritage Marketing: Corporate Historical Heritage as a Strategic Asset
Teacher:
Marco Montemaggi
Heritage Marketing Senior Advisor
Production, marketing, communications, and sales are just a few of the ways that businesses continuously create stories. When arranged in an archive or museum, these stories can be a remarkable corporate brand branding tool. This lesson aims to illustrate this international phenomenon and describe the main tools of heritage marketing, also through direct class involvement.
Friday,15 May – 10:00 AM–1:00 PM and 2:00 PM–5:00 PM
Fashion Curating between Heritage and Archives: Recent History and Perspectives
Teacher:
Gabriele Monti
Researcher in Fashion Design Theory and Criticism at IUAV University (VE)
Through contemporary exhibition experiences and recent research projects (particularly the LCF’s Exhibiting Fashion project), this course reflects on curatorial practices in fashion in relation to archives and the concept of heritage in its oscillation between historiographical actions and branding operations.
Saturday,16 May – 10:00 AM – 1:00 PM
Visit to the Mazzini Research Archive
Via Castelletto, 112, 48024 Massa Lombarda, RA
The Mazzini Research Archive is one of the largest costume archives in Europe, a 5,500-square-meter area housing thousands of pieces of contemporary design—from the 1930s to the most recent collections—accessories, and over 400,000 pieces of military, work, and sportswear, as well as denim. A truly one-of-a-kind collection that attracts designers from around the world seeking inspiration.
Logistics at the student’s expense.
Saturday,16 May – 2:00 PM/5:00 PM
Visita to A.N.G.E.L.O.
Vintage Palace, Corso Giuseppe Garibaldi, 51, 48022 Lugo, RA
It was established in the early 1980s and now has approximately 120,000 items of clothing and accessories from the late 19th century to the present day, all housed in two buildings that were formerly an orphanage in the first half of the 20th century. The items are available to designers, style offices, stylists, researchers, students, and costume exhibition curators for stylistic research, photo shoots, and displays, and can be used for research, rental, and study.
Logistics at the student’s expense.
Are you interested in our courses?
Contact us or sign up!
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The Foundation
Fashion Research Italy Foundation was established in 2015 in order to celebrate and promote the manufacturing expertise that distinguishes our Emilia-Romagna area and to become a point of reference for the entire fashion industry.F.FRI’s core business is the Textile Design Archive, which houses 30,000 paper and textile designs, a source of inspiration for all small and medium-sized businesses and designers in the sector.