AIM Overseas is thrilled to introduce this cutting edge program that is a must for anyone who is interested in working in the fashion industry. The Fashion Events and Public Relations program focuses on the professional methods of event production for the fashion industry – over four weeks the course deals with successful and innovative public relations techniques and new media usage in all different types of fashion events.
The program includes a blend of lectures, sites visits, guest lectures, discussions and practical working time.
You will work with a company to promote their services and/or products utilising many promotional tools and applying in practice the knowledge you’ve acquired during the course. You’ll learn how to interface with the industry, merge the use of public relation strategies, fashion communication and event planning.
Topics covered will include: Principles of public relations, fashion communication and writing, event planning and management, branding use of public relations via press kit and communication channels, and the use of technology and media.
Based in the superb city of Florence, you will have an incredible learning experience with professional in the field of fashion marketing and public relations whilst delving deep into one of the finest cultural environments that Europe has to offer.
* Details of the 2018 program are still subject to final change *
Additional Course Information
The course contains a minimum 75 class hours, plus additional time spent working on projects and undertaking assessment. Each course is equivalent to 3 US credit hours, which would typically transfer back to Australia as a single, semester-length subject – your Australian university will determine the value of any credit transfer (we will provide you more information about how this works as part of the application process).
Course material and Supplies
All necessary materials for the course are provided. Students may also wish to buy additional supplies. All personal printing is at the student’s expense. Students are strongly encouraged to bring their own laptops and digital cameras in order to work independently.
One of the centrepieces of the program is the opportunity for you to actively participate in organising a fashion event and handle the public relations for it. This is a unique opportunity that is a real plus for your resume. Below are details about some of the past events that previous groups have pulled together.
“GOD BLESS yOU” (2010)
The 2010 class’s project events were a party at Terrazza Bardini to promote the Gold brand and website and a window display inside
the Gold store. The fashion events and PR class also organized a party inside a vintage clothing store, Jules and Jim, with photographers
and a styling corner equipped with everything, from make up to hair to clothes
In collaboration with:
Gold – htp://www.goldworld.it/project/gold-firenze/#
“GET COLORIzED” (2011)
The final event project of 2011 was a multi-media promotion event for the brand Colorised, consisting of three different flash-mob events
around three main Florentine piazzas and of a staged window inside the open loggia of the Porcellino market. The event culminated
with everyone meeting at the loggia and interacting with the brand via social media and live streaming.
In collaboration with:
Colorized – http://www.colorised-shirt.com/it
“RAw PHILOSOPHy” (2012)
In the evening of July 26 2012 at the Playground store of Florence has been presented the Vittorio Valerio fall winter 2012 collection and
a preview of the spring summer 2013. The Playground store is accostumed to this kind of events (the presentations during Pitti Uomo
are a regular date of the fashion week) and over the years it has become a landmark of the Florentine shopping panorama, thanks to the
huge range of emerging brands, selected for those bohemian-chic customers who prefer a trendy, but unique piece.
In collaboration with:
Vittorio Valerio and Playground
You can read one student’s experience on the course at http://www.ucprp.com/2013/09/studying-under-the-tuscan-sun-by-emily-hicks/
University and Faculty
European Institute of Design (IED)
The European Institute of Design (Instituto Europeo di Design- IED) was founded in 1966 and has since become one of Italy’s best known fashion and design institutions. The institute, which has university status, has developed an incredible network of schools and partnerships around the world. What sets it apart is its interconnectedness with Italy’s design and fashion industries. Many of the professors at IED are also industry professionals with decades of experience in the domains in which they teach.
IED’s innovative and practical methodology has ensured it has stayed at the forefront of technology, experimentation, creativity, strategy and professional opportunities.
The instructors on this program are professionals with many years of experience in the field and who are passionate about passing on their knowledge. Hereby an overview of the instructors that will teach on the program:
Daniela Fiorilli is a free-lance designer and stylist consultant. After attending Polimoda Fashion School in Florence and the Fashion Institute for Technology in New York, Fiorilli started her career working for major companies in Italy and all over the worls. In 2001 she founded her studio offering her experience to renowned fashion brands of ready-to-wear and luxury denim. On top of that, she launched Guen, a womenswear capsule collection, in 2012. Guen was selected to be part of an exhibition called A.I. Creative Crime in Palazzo delle Esposizioni during the Haute Couture Fashion Week in Rome. Additionally, she was selected by Vogue Italia as one of the new emerging talents in the Vogue Talents September 2013 issue.
Costanza Menchi was born in Florence and graduated from University of Florence in Art history specialising in History of costume and fashion. Her skills are interdisciplinary, from costume to visual arts, to fashion to theatre, cinema, photography and music. At the end of her study program she further specialised in Italian Studies, Culture and Communication at Middlebury College in Vermont (U.S.) . She taught Fashion Studies both in the United States and Italy and has been teaching at IED Florence since 2009. Costanza believes in learning by doing and works for promoting the authentical Italian art craftsmanship, she is the founder of Let’s Work Artisans! the didactic project of the Associazione OmA in Florence. For further information about her projects visit: http://www.costanzamenchi.ithttp://www.osservatoriomestieridarte.it/lets-work-…http://letsworkartisans.it
Arianna Mereu is a coolhunter and a fashion designer. She collaborated with important companies (Sixty Group, Levi’s, Iceberg, Max Mara group) both as a woman’s wear designer and a coolhunter, for her ability to travel the world seeking what’s new and cool. For this reason she spent also lived and worked in Hong Kong, as a coolhunter and reporter for mpdclick.com. She is currently living in Italy, working as a freelance for several brands.
Francesco Francaviglia, from Sicily originally (born in Palermo in 1982), won a photography scholarship in a contest sponsored by the Province of Florence, and moved to attend the International School of Photography APAB assisted by the Fondazione Fratelli Alinari. Between 2013 and 2014, in Palermo, he initiated his work on “Fasting Women” after which he published his first photography book. At the same time, following the request of photographer Letizia Battaglia, he portrayed women writers, magistrates, sisters or mothers of Mafia victims whose strength had become an instrument of struggle and condemnation. In 2015 his new project “Mediterranean Darkness – portraits from the carnage”, was exhibited exclusively for the Macro Museum of Contemporary Art in Rome, and he published his second photography book.
Giulia Rossi is a professional journalist, who has been working with various newspapers for more than fifteen year. She specialises in areas such as culture, fashion, art and tourism, and she has been working on communication activities, press offices, consulting editorials. Feel free to visit Giulia’s website to find out more her work: http://giuliarossi.it.
Michelangelo Guarise is the founder of Volumio, a multimedia startup. He specialises Interaction Design, Web Design, Digital Marketing and Growth Hacking. He cooperates with several R&D international teams, ranging from multimedia applications to technology innovation in hi-end products. Graduated in Psychology and his main interest is Technological innovations, where he takes mainly into account human and cognitive aspects. He worked in several successful crowdfunding campaigns, taking care of developing communication and dissemination strategies, with a strong focus on community building once the campaigns have ended.
Site Visits and Cultural Activities
This course affords students the possibility to take advantage of Florence as a historical city of design and fashion that has reinvented itself over the centuries and that in an age of globalisation has a relevant role in the world of haute couture/fashion.
A number of visits and cultural activities will be included in the formal program and these will be confirmed around mid-May.
You will be living in a shared apartment located in a well lit and safe area. Rooms are twin-share. WiFi is available at all apartments. You will be provided with a set of clean sheets and towel upon arrival.
There will be a fan in each bedroom. You will be sharing a full bathroom (sink, toilet, shower/ bath tub) with 3 or 4 other AIM Overseas participants.
You will share kitchen facilities with other students at the same apartment. Kitchen facilities include a refrigerator, stove top burners, oven, basic kitchen tools, cooking utensils, cutlery and tableware for standard meal preparation. Each apartment will have a dining table and chairs for you to hang out and share a meal with your follow AIM Overseas housemates.
Hear the experiences of other students on this program
“When exploring the city, you truly begin to realise why the PR & Fashion Event is held in Florence. It isn’t just the bustling and lively atmosphere Florence gives during it’s peak season, but just simply: Florence is Italy’s fashion capital. Walking from one section of the city to the other, you will see outlets of Gucci, Chanel, Ermenegildo Zegna and Emporio Armani. Causing you to realise that the the city doesn’t just breathe fashion, it births and nurtures the fashion industry as its child.” READ MORE
“We have had plenty of time to explore the city centre and I can say that I am already in love. From discovering our favourite Panini shop to visiting the local gelataria almost every night, we’re really beginning to feel like locals. And then there are the markets! Mercato Centrale is where Florence’s fresh food markets are, and you can find anything from fruit to meat to locally sourced caramelised balsamic. Yum! The upstairs area of the market is home to small take away shops ranging from pasta and pizza to vegan burgers and fishmongers.”
- Sophie, Bachelor of Media and Communications. READ MORE
“It’s been funny learning how opposite Italy really is from Australia, you can ride a scooter anywhere without a helmet, take your dog ANYWHERE (including inside shops like Tiffany & Co. and restaurants). McDonald’s have self service and pizza on the menu as an option, yes the toilets flush the opposite way, you have to pay to use cutlery in most restaurants, most local stores are shut during lunchtime to sleep and I can’t say I’ve seen a single ‘supermarket’ or ‘petrol station’ here. However, the pizza has only gotten better!”
- Jessica Parker, Bachelor of Public Relations. READ MORE
Italy is an extraordinary feast of heart-thumping, soul stirring art, food and landscapes. Being the epicentre of the Roman Empire and birthplace of the Renaissance, this place is filled with culture. You can stand in the presence of Michelangelo’s David, Sistine Chapel frescoes, Botticelli’s Birth of Venus, and Primavera, and Da Vinci’s Last Supper. Italy has more UNESCO world heritage cultural sites than any other country on Earth.
Florence is one of the world’s truly remarkable cities known as a fashion capital of the world, often playing host to major fashion events such as Pitti Uomo fashion festivals. The city is overflowing with history and culture and set in remarkable surrounds. From spectacular piazzas through to dangerously good shopping streets, there is something here for everyone. Over the duration of the program you will have the opportunity to explore this city, both formally as part of the program and during your down time outside of classes and activities. Florence is a riverside city that is large on the world’s ‘must-see’ list. A magnetic, romantic and busy city, its urban fabric has hardly changed since the Renaissance, its narrow streets evoke a thousand tales, and its food and wine are so wonderful the tag ‘Fiorentina’ has become an international label of quality assurance.
The best-known site of Florence is the domed cathedral of the city, Santa Maria del Fiore, known as The Duomo. The nearby Campanile (partly designed by Giotto) and the Baptistery buildings are also highlights. The dome, 600 years after its completion, is still the largest dome built in brick and mortar in the world. In 1982, the historic centre of Florence was declared a World Heritage Site by the UNESCO.
Credit and Funding
All our programs are designed to count for credit as electives. However, it is up to your university to decide whether they will approve some credit for your participation in one of our programs. Normally it is a course convenor, Head of Department or program convenor who approves your credit.
Course convenors will not be able approve credit for a course unless you have a copy of the syllabus, so you should not visit your course convenor until you have received a copy of the course syllabus from AIM Overseas. You will receive this in your AIM Overseas acceptance pack, along with information about how to apply for credit at your university.
You might be able to obtain the $6000+ OS-HELP loan, as well as a scholarship from your university, when participating in an AIM Overseas program.
Our programs are designed so that eligible Australian students can access the OS-HELP scheme, which can provide funding of over $6,000 for international study experiences.
We give you detailed information about OS-HELP and how to apply for it in your Initial Consultation with us, as well as in your AIM Overseas acceptance pack.
Many Australian universities offer scholarships for their students to take part in overseas study programs. We will provide you information on scholarships that we are aware of at your university as part of your application/acceptance for a program. You can also check your university’s international office webpage to see what might be offered.
Applications are now open for this program. Early application is recommended as places are limited.
We’ve included for your convenience below the initial stages of the application process.
1. Apply online
2. You’ll be prompted to send us a copy of your full academic results
3. We’ll review your results and application and if you are eligible, will invite you to an initial consultation by phone with an advisor.
4. You’ll pay our $55 application fee and book in your phone consultation with an advisor.
5. The phone consultation lasts about 15 minutes and we’ll cover detailed information with you about credit, funding, the program, your application and what happens next.
6. Once you return any necessary documents (which we’ll advise you of in the consultation), we’ll do a final review of your application. If all is in order, we’ll send you your AIM Overseas acceptance pack.
7. Your acceptance pack will contain the course syllabus, steps on applying for credit and funding, and an invoice for the program down payment. Your place is secured once you’ve paid your down payment.
Programs are usually over-subscribed, so it is really important that you take care of things as quickly as possible. We’re here to help and will provide you with information and reminders about what you need to do at various stages.
Students who wish to apply after the official application closing date (2nd April) are required to email email@example.com or call us directly on (02) 9975 7792. Please note, that late applications are subject to a $100 late fee (inclusive of the $55 phone consultation fee). For more information, please refer to the AIM Overseas Late Application Fee Document.
For more information, see our Frequently Asked Questions.