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In a dynamic and competitive market like that of fashion, more and more brands are investing in their heritage in search of emotional stories to share in order to distinguish themselves from competitors.
Fashion company archives can prove to be a great tool as a source of storytelling thanks to the creation of new narrative concepts, the rebranding of iconic products, the updating of advertising campaigns and the setting up of shop windows and exhibitions that celebrate corporate memory and convey its cultural impact.
The communicative potential of this heritage is the subject of the fifth module of the Fashion Archives course, a fundamental activity of F.FRI ‘s training.
STORYTELLING: A KEY TO FASHION COMMUNICATION
With Alberto Caselli Manzini, Fashion Curator and Professor. And Filippo Maria Disperati Co – founder Farma282
The valorisation of the company’s heritage and brand identity increasingly involves the ability to tell one’s past; to do this, numerous skills are needed which make storytelling the key to making even archive materials speak. The day’s lectures will illustrate methods and strategies underlying communication of the brand identity from a narrative perspective.
COMMUNICATING FASHION, FROM ANALOG TO DIGITAL
with Elisa Fulco, Heritage Communication and Storytelling Consultant. And With Simone Sbarbati Co-Founder and Director of Frizzifrizzi Magazine
The fashion archives are extraordinary containers of memory, to be activated not only to better convey your brand identity on the market, but also to protect professional and business paths now concluded or to feed the concepts of exhibitions with social and educational value.
In this module, through the testimony of two emblematic figures of the sector we will understand how to read and interpret the objects contained in a Fashion archive and how to return them history, The essence and cultural value through the use of analogue and digital media and how to bring them into a medialised dimension.
GUIDED TOUR of Linea Più, Campi Bisenzio (FI)
More line was born in 1975 by the will of Giuliano Coppini, is among the world leaders in research, development and production of yarn for knitting.
The exclusive products that in almost fifty years of activity has brought to the market Line More, have influenced the History of Fashion as they inspired and created innovative and experimental collections in collaboration with the most important Maisons.
Through the visit of the historical archive of Linea Più, the students will have the opportunity to see closely the yarns that made the company famous in the form of color folders, knitted stitches and finished garments from the Maisons.
GUIDED TOUR of Manteco, Montemurlo (PO)
Manteco represents the fusion between history and innovation.
Immersed in the wool district of Prato, it brings with it the traditional values of this territory, linked to the recycling of wool from discarded garments, but adding a new and additional meaning in relation to the environment and raw material consumption.
Manteco is an institution in terms of the development and realization of products with sustainable characteristics because the fibers are derived from textile waste and the production process is Low environmental impact tracked and certified.
The recycled wool cloths made by Manteco fill the catwalks of collections of important international brands and embellish the collections of students of Fashion who collaborate The company is also involved in educational projects.
The visit to the Manteco site will give the opportunity to the students to see through a didactic path the production process of MWool and ReviWool.
The outing will end with a visit to the Manteco Archive where students can see and touch finished fabrics and observe how brands have interpreted them.
Logistics at the expense of the student
STORYTELLING: A KEY TO FASHION COMMUNICATION
With Alberto Caselli Manzini, Fashion Curator and Professor. And Filippo Maria Disperati Co – founder Farma282
The valorisation of the company’s heritage and brand identity increasingly involves the ability to tell one’s past; to do this, numerous skills are needed which make storytelling the key to making even archive materials speak. The day’s lectures will illustrate methods and strategies underlying communication of the brand identity from a narrative perspective.
COMMUNICATING FASHION, FROM ANALOG TO DIGITAL
with Elisa Fulco, Heritage Communication and Storytelling Consultant. And With Simone Sbarbati Co-Founder and Director of Frizzifrizzi Magazine
The fashion archives are extraordinary containers of memory, to be activated not only to better convey your brand identity on the market, but also to protect professional and business paths now concluded or to feed the concepts of exhibitions with social and educational value.
In this module, through the testimony of two emblematic figures of the sector we will understand how to read and interpret the objects contained in a Fashion archive and how to return them history, The essence and cultural value through the use of analogue and digital media and how to bring them into a medialised dimension.
GUIDED TOUR of Linea Più, Campi Bisenzio (FI)
More line was born in 1975 by the will of Giuliano Coppini, is among the world leaders in research, development and production of yarn for knitting.
The exclusive products that in almost fifty years of activity has brought to the market Line More, have influenced the History of Fashion as they inspired and created innovative and experimental collections in collaboration with the most important Maisons.
Through the visit of the historical archive of Linea Più, the students will have the opportunity to see closely the yarns that made the company famous in the form of color folders, knitted stitches and finished garments from the Maisons.
GUIDED TOUR of Manteco, Montemurlo (PO)
Manteco represents the fusion between history and innovation.
Immersed in the wool district of Prato, it brings with it the traditional values of this territory, linked to the recycling of wool from discarded garments, but adding a new and additional meaning in relation to the environment and raw material consumption.
Manteco is an institution in terms of the development and realization of products with sustainable characteristics because the fibers are derived from textile waste and the production process is Low environmental impact tracked and certified.
The recycled wool cloths made by Manteco fill the catwalks of collections of important international brands and embellish the collections of students of Fashion who collaborate The company is also involved in educational projects.
The visit to the Manteco site will give the opportunity to the students to see through a didactic path the production process of MWool and ReviWool.
The outing will end with a visit to the Manteco Archive where students can see and touch finished fabrics and observe how brands have interpreted them.
Logistics at the expense of the student
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