NEW ATTITUDE: REDEFINING LUXURY FOR A NEW GENERATION 

Luxury has long been associated with heritage, exclusivity and exceptional craftsmanship. Today, its meaning is evolving, shaped by a new generation driven by values, awareness and individuality. What happens when the concept of luxury is reinterpreted through a new attitude? 

In collaboration with Paul Andrew, internationally renowned designer recognized for his ability to merge innovation with a refined design sensibility, Istituto Marangoni Firenze invites young talents to explore the dynamic dialogue between tradition and contemporary culture. In today’s ever-evolving creative landscape, true luxury lies in balance: product meets experience, aesthetics merge with meaning, and individuality coexists with a global perspective. This scholarship invites participants to interpret the theme New Attitude, proposing creative visions in which luxury is reimagined as an expression of a new cultural mindset. 

CONTEST 

Participants are invited to develop a project that explores the concept of New Attitude, offering a personal interpretation of luxury as perceived by the new generation. Projects may be expressed across different disciplines — fashion design, accessories, textile or embroidery — reflecting the evolving and multidimensional nature of the luxury industry. 

The aim is to investigate how luxury is redefined today: not only as a product, but as an experience, a value system and a cultural language. The initiative, developed in collaboration with Paul Andrew, aims to inspire and mentor a new generation of creatives and professionals capable of shaping the future of luxury through innovation and critical thinking. 

THE PROJECT 

Candidates are required to submit: 

• One inspirational moodboard  
  
  Or 
  
  
• A 30-second teaser video 

The creative proposals should be submitted with a description of up to 500 words explaining the concept. Participants are encouraged to translate their ideas into visual and aesthetic outcomes. All projects will be evaluated based on creativity, originality, cultural relevance and the ability to translate an abstract idea into a compelling visual, strategic or narrative outcome. 

MENTOR & CREATIVE PARTNER 

Paul Andrew is a globally recognized British designer, celebrated for his refined approach that combines innovation, functionality and a deep respect for craftsmanship. His work is defined by a strong attention to detail, a contemporary design sensibility and a constant pursuit of balance between aesthetics and performance. With a forward-thinking vision, he continues to explore new directions in the luxury landscape, interpreting its evolution through a modern and culturally aware perspective. 

SCHOLARSHIP  

Outstanding candidates may receive a tuition fee deduction on their chosen course (enrollment fee is always due) for programs starting in September 2026 at Istituto Marangoni Firenze • The School of Fashion & Art, as follows:  

• Up to 50% off for One-Year courses and Master’s courses 

The scholarship is valid exclusively for courses at Istituto Marangoni Firenze and cannot be transferred to other campuses or future editions.