ISTITUTO MARANGONI AT WIRED NEXT FEST

Istituto Marangoni at Wired Next Fest 2019 in Milan to discuss the future of Fashion communication.

Istituto Marangoni with its presence at the Wired Next Fest 2019 testifies the consolidated proximity of fashion to the digital world. Indeed topics related to fashion communication, the role of social media and influencers will be discussed.

The Italian School of Fashion has been conducting courses and in-depth studies on the languages ​​and the protagonists of Fashion communication. Fields range from advertising to sponsorship on YouTube, up to Fashion Film genre itself.

The event organized in Milan by Istituto Marangoni during the festival looks right in this direction. Indeed the fashion school interprets the theme of edition 2019 of Wired Next Fest, the future, as the future of fashion system.

Istituto Marangoni has organized a talk entitled Video-ization that explores Fashion video communication. On one hand rules and protagonists of social media, especially YouTube, on the other rules of fashion movie genre.

Event presenters and moderators are Angelo Ruggeri, coordinator of the fashion school, and Luca Finotti, international film director. Each of them incarnates one of the opposite trends of Fashion communication. The social media fast and immediate communication towards thechnical diktats of fashion advertising.

Hybridizations between them is the central topic nowadays. Fashion brands has the need to present itself to different audiences. Fashion should find a way to make the new videoization by young creatives coexists with history, with the fashion film in its Hollywood meaning and with the cultural canons of a previous generation.

Following the talk it is possible to attend the Istituto Marangoni #WannabeFilmDirector workshop. This laboratory teaches in a practical way all the phases of a fashion film creation, from conception to final implementation.

In the end the link between history and innovation is also the fil rouge of Fashion biz tout court.
Fashion is a game with no beginning and no end, with references to the past and search for the future. It is a circle that extends towards the new trend and quickly returns to its past.

A game that Istituto Marangoni has been teaching its students for a long time and that now also presents to a more technological audience such as Wired Next Fest one.