SLOWEAR INDUSTRY PROJECT | MASTER FASHION COMMUNICATION & ART DIRECTION

Accademia Costume & Moda is proud to announce the successful conclusion of the Master in Fashion Communication & Art Direction for the academic year 2023/2024. From July 1st to July 26th, 2024, students embarked on an enriching Industry Project in collaboration with Slowear, led by Antonio Mancinelli. This initiative provided participants with the opportunity to contribute to a significant rebranding process for a historic Italian company, culminating in the project titled: “SLOWEAR: FOUR BRANDS UNDER ONE LABEL.”

About Slowear: A Legacy of Timeless Elegance

Slowear represents a unique blend of Italian craftsmanship and timeless fashion. Rooted in a rich industrial history, the company unites four iconic Italian brands—Zanone, Glanshirt, Montedoro, and Incotex—under a shared philosophy of quality and sustainability. This concept extends to the elegant accessories and footwear offered by Officina Slowear. Each brand embodies the Slowear ethos: creating fashion that transcends fleeting trends and embraces enduring style.

With the Fall/Winter 2024 season, Slowear will implement a groundbreaking rebranding strategy. For the first time, all its brands will converge under the umbrella label “Slowear.” This strategic shift aims to highlight Slowear as the predominant brand while maintaining the individuality of its sub-brands. This evolution will also be reflected in the renovated flagship store in Milan’s Via Solferino, where a newly integrated wine bar will offer an immersive and sophisticated customer experience.

The Project: Bridging Tradition and Innovation

The collaboration challenged students to develop a 360° editorial and communication strategy for Slowear. Guided by insights from Marco Muggiano, CMO, and Francesca Rancati, Communications & Press, participants explored how to:

• Engage Millennial Consumers (Gen Y): Through innovative narratives and personalized experiences.
• Build Brand Awareness: Leveraging Slowear’s DNA, mission, and values.
• Convert Awareness to Loyalty: By fostering deeper connections with target audiences via strategic storytelling and contemporary touchpoints.

Students were tasked with conceiving and presenting a rebranding strategy tailored to Millennials, whose passions span wine and spirits, vintage collectibles, and sports. The final proposals included editorial plans, multimedia storytelling, and a digital presentation summarizing their findings and creative solutions.

Methodology and Execution

Each student worked individually, employing rigorous research methodologies to:

1. Analyze market trends and Slowear’s global presence, focusing on Europe and the USA.
2. Develop a rebranding narrative uniting all brands under the Slowear umbrella.
3. Craft editorial content aimed at enhancing visibility and fostering consumer loyalty.
4. Propose innovative media mixes and communication strategies tailored to Gen Y.
5. Produce detailed visual and textual materials, including storyboards and editorial plans.

Outcomes: Celebrating Creativity and Strategy

The students’ work reflected a deep understanding of Slowear’s values and mission. By merging traditional craftsmanship with modern marketing techniques, participants offered compelling proposals to elevate Slowear’s presence in the fashion industry. Their innovative ideas laid the groundwork for engaging new audiences while honoring Slowear’s commitment to timeless elegance and sustainability.

The successful collaboration between Accademia Costume & Moda and Slowear underscores the importance of integrating education with industry practice. As Slowear embarks on this exciting new chapter, the insights and contributions from the Master’s students will undoubtedly play a role in shaping its future.

We congratulate our students for their dedication and creativity and look forward to witnessing their continued success in the fashion and communication sectors.