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In a dynamic and competitive market like that of fashion, more and more brands are investing in their heritage in search of emotional stories to share in order to distinguish themselves from competitors.
Fashion company archives can prove to be a great tool as a source of storytelling thanks to the creation of new narrative concepts, the rebranding of iconic products, the updating of advertising campaigns and the setting up of shop windows and exhibitions that celebrate corporate memory and convey its cultural impact.
The communicative potential of this heritage is the subject of the fifth module of the Fashion Archives course, a fundamental activity of F.FRI ‘s training.
STORYTELLING: A KEY TO FASHION COMMUNICATION
With Alberto Caselli Manzini, Fashion Curator and Professor. And Filippo Maria Disperati Co – founder Farma282
The valorisation of the company’s heritage and brand identity increasingly involves the ability to tell one’s past; to do this, numerous skills are needed which make storytelling the key to making even archive materials speak. The day’s lectures will illustrate methods and strategies underlying communication of the brand identity from a narrative perspective.
COMMUNICATING FASHION, FROM ANALOG TO DIGITAL
With Simone Sbarbati Co-Founder and Director of Frizzifrizzi Magazine
The fashion archives are extraordinary containers of memory, to be activated not only to better convey your brand identity on the market, but also to protect professional and business paths now concluded or to feed the concepts of exhibitions with social and educational value.
In this module, through the testimony of two emblematic figures of the sector we will understand how to read and interpret the objects contained in a Fashion archive and how to return them history, The essence and cultural value through the use of analogue and digital media and how to bring them into a medialised dimension.
GUIDED TOUR of Ferragamo Archive – Via Giuseppe Mercalli 205-207, Osmannoro, Sesto Fiorentino (Florence) from 10:30 to 13:00
The Ferragamo Archive reflects the history of the founder Salvatore Ferragamo, who has always preserved prototypes, documents and photographs related to his activity. After his death in 1960, the family continued this tradition, expanding the heritage with the same dedication. Fiamma Ferragamo, Salvatore’s eldest daughter, consolidated the archive, becoming Creative Director of the women’s shoes and leather sector and promoting the creation of the Ferragamo Museum in 1995.
The Ferragamo Archive, located in Sesto Fiorentino, preserves a vast collection of footwear, bags, clothing, silk accessories, documents, patents, photographs and works of art. Each piece bears witness to the creative and productive evolution of the Maison. Organized into thematic and chronological rooms, the archive offers a journey through the history and international contribution of Ferragamo to art and fashion.
Logistics at the expense of the student
GUIDED TOUR at Manteco, Montemurlo PO
Manteco represents the fusion between history and innovation.
Immersed in the wool district of Prato, it brings with it the traditional values of this territory, linked to the recycling of wool starting from discarded garments, but adding a new and further meaning in relation to the environment and the consumption of raw materials. In fact, Manteco is an institution for the development and creation of products with sustainable characteristics as the fibers derive from textile waste and the production process has a low environmental impact, is tracked and certified. The recycled wool fabrics made by Manteco grace the catwalks within the collections of important international brands and embellish the collections of fashion students who collaborate with the company for educational projects. The visit to the Manteco headquarters will give students the opportunity to see the production process of MWool and ReviWool through an educational path.
The outing will conclude with a visit to the Manteco Archives where students will be able to see and touch the finished fabrics and observe how the brands have interpreted them.
STORYTELLING: A KEY TO FASHION COMMUNICATION
With Alberto Caselli Manzini, Fashion Curator and Professor. And Filippo Maria Disperati Co – founder Farma282
The valorisation of the company’s heritage and brand identity increasingly involves the ability to tell one’s past; to do this, numerous skills are needed which make storytelling the key to making even archive materials speak. The day’s lectures will illustrate methods and strategies underlying communication of the brand identity from a narrative perspective.
COMMUNICATING FASHION, FROM ANALOG TO DIGITAL
With Simone Sbarbati Co-Founder and Director of Frizzifrizzi Magazine
The fashion archives are extraordinary containers of memory, to be activated not only to better convey your brand identity on the market, but also to protect professional and business paths now concluded or to feed the concepts of exhibitions with social and educational value.
In this module, through the testimony of two emblematic figures of the sector we will understand how to read and interpret the objects contained in a Fashion archive and how to return them history, The essence and cultural value through the use of analogue and digital media and how to bring them into a medialised dimension.
GUIDED TOUR of Ferragamo Archive – Via Giuseppe Mercalli 205-207, Osmannoro, Sesto Fiorentino (Florence) from 10:30 to 13:00
The Ferragamo Archive reflects the history of the founder Salvatore Ferragamo, who has always preserved prototypes, documents and photographs related to his activity. After his death in 1960, the family continued this tradition, expanding the heritage with the same dedication. Fiamma Ferragamo, Salvatore’s eldest daughter, consolidated the archive, becoming Creative Director of the women’s shoes and leather sector and promoting the creation of the Ferragamo Museum in 1995.
The Ferragamo Archive, located in Sesto Fiorentino, preserves a vast collection of footwear, bags, clothing, silk accessories, documents, patents, photographs and works of art. Each piece bears witness to the creative and productive evolution of the Maison. Organized into thematic and chronological rooms, the archive offers a journey through the history and international contribution of Ferragamo to art and fashion.
Logistics at the expense of the student
GUIDED TOUR at Manteco, Montemurlo PO
Manteco represents the fusion between history and innovation.
Immersed in the wool district of Prato, it brings with it the traditional values of this territory, linked to the recycling of wool starting from discarded garments, but adding a new and further meaning in relation to the environment and the consumption of raw materials. In fact, Manteco is an institution for the development and creation of products with sustainable characteristics as the fibers derive from textile waste and the production process has a low environmental impact, is tracked and certified. The recycled wool fabrics made by Manteco grace the catwalks within the collections of important international brands and embellish the collections of fashion students who collaborate with the company for educational projects. The visit to the Manteco headquarters will give students the opportunity to see the production process of MWool and ReviWool through an educational path.
The outing will conclude with a visit to the Manteco Archives where students will be able to see and touch the finished fabrics and observe how the brands have interpreted them.
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