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Scientific Director of the Master in Fashion Communication & Art Direction; Deputy Editor of Vogue Italia and Head of Vogue Talents, a project started in 2009 in favor to emergent designers consisting in more than just an editorial project published two times a year as supplement to Vogue Italy.
Sara Sozzani Maino participates regularly in dedicated events in search of new talents on a global scale and has been part of several international fashion contests and awards such as LVMH Prize, International Talent Support, Designer’s Nest Award, H&M Award, Berlin Fashion Film Award.
Since September 2018, she is International Brand Ambassador for the Camera Nazionale della Moda Italiana (The National Chamber for Italian Fashion), in support to a series of initiatives reserved to young talents under the direction of Vogue Italy.
A MASTER THAT DEALS WITH FASHION COMMUNICATION CANNOT IGNORE THE FRAMEWORK THAT HAS RECENTLY SEEN AN ACCELERATION OF DIGITIZATION PROCESSES. REFLECTING ON THESE ASPECTS, IT IS CORRECT TO ASK OURSELVES WHAT AND HOW FASHION WILL BE COMMUNICATED IN THE FUTURE AND WHAT WILL THE NEW PROFESSIONS BE?
Today we are experiencing an unprecedented historical change and we have been forced to accelerate the times a bit. Digitization was something that had to happen naturally, but the Covid-19 problem has accelerated all those aspects that, in any case, were already showing themselves to be essential. Digital is something that is part of us, and it is what has allowed us to continue to do our work, both academically and in the fashion, creative field.
Communication, in the sense of encounter and physicality, is lacking and it is something that will have to come back. It will return, however, in a completely different way: the exchange, “touching”, are fundamental gestures, as will the new digital communication (I am not thinking exclusively of social networks, but rather of the various platforms). We need to see new frontiers of communication not only as an object or a situation from which to derive an advantage to get anywhere, but also as an opportunity to communicate where it was not possible before.
We think of Academia Costume & Moda, which opens a new campus in Milan in a difficult historical moment and which must start online activities. This means that there are students who believe in it and this is already something innovative. Students who are not physically in university for various reasons may also attend the lectures (I am thinking of visa issues, which are often a bit difficult to obtain in the world of education). Therefore, we must see the positive side: when great challenges arise, there are also positive changes.
I strongly believe that this is something that is touching all of us, in particular, the world of fashion: there is a supply chain, human contact, we travel a lot, there are fashion shows, there are schools, there are students who move in Worldwide. For these reasons, it is the sector that has somewhat accused this great change. I believe, however, that this is only the beginning of something that will lead us to an evolution and to look at the future in a better way.DISCOVER THE NEW CAMPUS IN MILAN
WHAT ARE THE SKILLS THAT MUST BE ACQUIRED FOR THOSE WHO DECIDE TO SPECIALIZE IN FASHION COMMUNICATION? WHAT IS THE DIFFERENCE OF THIS MASTER?
I believe that the key thing is to have a great passion, a great desire to learn new things. Masters have always been seen as concretizing something that has already been studied. I have learned in recent years, however, that facing a master can also mean enrolling in a course of study in an area in which one has never tried before.
I think that the years of undergraduate studies are the most important for a student, where a person understands what he wants and it often happens that the masters are something diametrically opposite to what one has studied, or the starting point of that. that you would like to do in life.
So, it is a master open to all: to those who have obviously already followed a course of study, but also to those with passion, to those who want to learn, to those who want to deepen what they have studied, discover something new. I am convinced, in fact, that Accademia, unlike other schools, has a very human side, and this also in terms of size. It is an Academy born and raised in a family environment for generations. This is something important because, however small it is, it is very big in heart and passion. In this moment the human factor is fundamental and, therefore, those who are part of Accademia Costume & Moda will feel part of a family. This is a question of quality and not of quantity. All these factors are very important for those who are going to enroll, as well as firmly believing in what you are doing.FIND OUT MORE ABOUT ACM
WHAT IS THE GOAL OF THIS MASTER AND WHAT ARE THE OPPORTUNITIES IT OFFERS? WHAT PROJECTS, WHAT EXPERIENCES WILL THE STUDENTS HAVE?
The goal of this master, for those who have already started a training course in fashion and / or communication, is to have an integration of experiences with professionals who currently work in the fashion field and who can make a one-to-one contribution. -one to the student, thus offering an idea of what will happen next, in a concrete way. Often in the Masters there are pure teachers, while in Fashion Communication & Art Direction the lecturers are at the same time fashion professionals.
Then there is also the aspect of Art Direction which is a newer discourse: it is not just Stying, but Art Direction, in this case, embraces a somewhat broader discourse, precisely in relation to what is happening in the fashion field. I am thinking of magazines, but also of an evolution of what is the vision, style or, in any case, creativity and image. The image is something fundamental in this moment of digital diffusion, which will also be explored with reference to filmmaking, videos that are now one of the main methods of communication.
The possibilities are many, in addition to the theory a practical discourse will be addressed: being able to implement what is studied is essential for the student to emerge structured and ready for a work experience.DISCOVER THE MASTER
WHAT DO YOU EXPECT FROM THOSE WHO DECIDE TO ATTEND THIS MASTER?
I expect professionalism and passion. It’s a pivotal year to then understand what you want to do in life. People often change direction, but the idea is to start their career with a specific focus. I expect students who want to learn, who are not afraid to ask questions, to be curious. I believe that curiosity is something fundamental together with passion.
Finally, students who are not afraid to dare, to try, because they are still in a situation where they can afford to do what they want and express themselves to their fullest potential.
EXPERIMENTATION AND CULTURE, COMBINED WITH DESIGN AND CRAFTSMANSHIP, ARE THE HEART OF ACCADEMIA COSTUME & MODA, AIMED AT PROVIDING THE FASHION SYSTEM AND THE ENTERTAINMENT INDUSTRY WITH PROFESSIONALS WHO ARE ABLE TO RESPOND TO THE NEEDS OF COMPANIES. HOW DO YOU THINK THIS APPROACH CAN PROVIDE THE MASTER’S PARTICIPANTS WITH A COMPETITIVE ADVANTAGE AND A SUCCESS FACTOR IN THE REFERENCE WORLD?
The plus of Accademia is linked to craftsmanship, traditions, know-how. I think these are fundamental factors and this is something that is being lost a bit. For this reason, I believe that technology is important, but we absolutely cannot lose the sense of belonging, especially when it comes to Italy and Made in Italy. Accademia has always had this great personality and strength in its education, in the fact of coming from Costume, in the fact of enhancing the know-how. This is something that students will go into. In any case, they will have this great awareness of being rooted and knowing which world of reference they belong to. A fundamental aspect, especially for the new generation that has access to many entertainment and many distractions.
This is why Academia differs from other schools: binding to one’s roots at this time is essential.