Fashion Goes Viral: The Art of Influencing

The object of this course is the encounter between fashion one of the oldest but ever-changing modes of communication and contemporary tools for influencing other people's decisions on digital social networks. The two are strictly intertwined: fashion needs social media influencers as much as social media influencers need fashion.

Digital media has completely reconfigured the fashion world: bloggers have usurped famous magazine editors at fashion shows, the retail industry is shifting to online shopping, and platforms such as Instagram create new forms of social status and power. Yet, while digital media creates new jobs, it brings forth also unexpected negative consequences and issues. This course examines how interconnected fashion and influencers are, and guides students to master the potential of social networks regarding the fashion world.

Topics will range from an overview of the evolution of fashion trends to the digital tools needed to succeed as a social media influencer. Students will be able to understand the evolution of fashion, its intrinsic relation with the notion of influence, as well as new trends of digital marketing through social networks. To provide students with a hands-on approach, there will be visits to local museums and/or shops as well as an encounter with a Florentine-based influencer.

This course encourages independent explorations in Florence, including those for research and content collection for course projects (i.e. Blending Magazine assignment). Students will also analyze high-impact Case Studies related to the course topic. Successful completion of the course requires regular visits and interaction with the FLY CEMI: students will interact with an Instagram Fashion Account for applying concepts related to merchandising and promotion.