GIA BORGHINI INDUSTRY PROJECT | LAUNCH OF THE BRIEF AND MID REVISION | BA IN FASHION BUSINESS: FASHION PRODUCT SYSTEM

In today’s fashion system, building a brand means knowing how to connect identity, product, strategy and cultural vision. Creating a desirable object is no longer enough: brands must now imagine coherent universes, interpret emerging markets and develop languages capable of evolving alongside contemporary consumers.

It is from this awareness that the Industry Project developed by our BA in Fashion Business: Fashion Product System students, in collaboration with GIA BORGHINI, takes shape.

The project began with the official launch of the brief by the brand, giving students the opportunity to step directly into the world of GIA BORGHINI — an international brand renowned for its sculptural luxury footwear and excellence in Italian craftsmanship.

Founded in Florence by Barbara Borghini, the brand has redefined the concept of luxury footwear through a contemporary, cosmopolitan and highly distinctive aesthetic, collaborating with figures such as Pernille Teisbaek and Rosie Huntington-Whiteley.

Starting from this context and following meetings with Barbara Borghini and Miguel Mateos Rodriguez, Head Designer of the brand., students were asked to simulate the role of strategic consultants, developing new business perspectives for the brand. The brief focused on analysing GIA BORGHINI’s current positioning and proposing coherent range extensions aligned with the brand’s DNA, exploring new product categories, expanded targets and dedicated communication strategies.

Market research, competitor analysis, buyer persona development, branding and multichannel communication: the project enabled students to engage directly with the strategic dynamics shaping today’s contemporary fashion system.

Throughout the development process, students also had the opportunity to take part in a Mid Revision alongside the brand’s professionals — a key moment of exchange that allowed them to present analyses, visions and creative directions while receiving direct feedback and strategic observations.

Experiences like this represent the core of our educational approach: an immersive and project-based methodology that allows students to work on real briefs while engaging from the very beginning with the professional dynamics of the fashion industry.

Within the BA in Fashion Business: Fashion Product System, education combines strategy, contemporary culture and product development, giving students the tools to understand how fashion brands evolve today and how to build projects capable of engaging with market, communication and identity.

Because working in fashion business today means knowing how to interpret the present, imagine new scenarios and transform creative intuition into concrete strategies.