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Students in the Master’s in Fashion Styling, Creative Direction & Digital Content at Istituto Marangoni Milano presented projects created for the Industry Project in collaboration with Valextra, the Milanese maison renowned for its architectural elegance and exceptional craftsmanship.
The students were tasked with developing a 40-second short fashion animation, creatively using artificial intelligence, for Valextra’s TikTok channel for the SS26 season. The project involved analysing the brand’s social media presence, crafting an original narrative, and developing an aesthetic aligned with Valextra’s values. Founded in 1937 by Giovanni Fontana, the Milanese maison combines artisanal savoir-faire with an urban spirit that has always accompanied its creations. “Our brand,” Valextra explains, “is conceived as a laboratory of urban craftsmanship, responding swiftly to needs emerging from everyday experiences through contemporary objects capable of capturing the moment.”
Twenty-One Projects, Multiple Sources of Inspiration
Launched in October 2025 in the presence of Xavier Rougeaux, CEO of Valextra, and Rita Laino, Global Human Resources Director of the brand, the project unfolded in three phases — launch, mid-review, and final delivery — culminating in a final event where the projects were presented to the company.
The value of this collaboration extends far beyond the project itself. Working on a real brief, engaging directly with the leadership of a luxury brand, and presenting work in a professional context are experiences that leave a lasting impact. Istituto Marangoni Milano reaffirms its commitment to building strong bridges between education and industry, convinced that talent flourishes best when shaped by real-world engagement.
The twenty-one students involved interpreted the brief through a rich diversity of creative languages.
Gargi Mittal created The Milanese Line, a minimalist animation in which a continuous line transforms into the iconic silhouettes of Valextra bags, echoing the brand’s signature lacquered edging.
Anastasia Vasilyeva envisioned a format inspired by the world of gaming, turning interactive accessory customisation into a repeatable engagement tool on TikTok.
Zofia Orzechowska developed Architecture of Form, a 3D study that begins with raw material — calf leather — and culminates in the reveal of the Iside Bag through a circular portal.
Riya Patil portrayed Milan’s subtle rhythms — trams, light, and textures — translating them into Manga-inspired imagery.
Julia Takaschima set the brand in motion across major cities worldwide, from Milan and Seoul to London and New York City.
Danchen Xiao created a dialogue between bag geometry and traditional Chinese origami, transforming the bags into animated paper horses in honour of the Year of the Horse.
Mariana Pereira staged the bag as the star of a refined, surreal buffet (“food and fashion always go well together”).
Natalia Zatkova gave the iconic Iside Bag white wings in a luminous animation.
Martina Luigia Rizzi used collage to blend alpine landscapes and fashion in a colourful, surrealist composition.
Cai Yiting Elisa drew inspiration from European painting and the legend of the WaqWaq Tree, or Wonder Tree, to tell stories that connect different cultures.
Eileen Lopez placed Valextra bags within museum-like settings, referencing the great tradition of Italian painting.
Hugo Armas explored the bag’s formal purity through a monochromatic three-dimensional rendering, viewed as if through X-rays.
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You Wei Lin intertwined Milanese architecture and product details in a layered photographic collage.
Giovanna Colombo worked with shapes and geometries to create more graphic and evolving visual looks.
Evany Colloud imagined an immersive universe (Beyond the Bag), in which the brand’s materials and identity become animated landscapes.
Richa Singh placed marquetry craftsmanship at the centre of the narrative.
Ami Toyoda animated the bags within ukiyo-e prints, fusing Japanese aesthetics — especially wabi-sabi — with Milanese luxury.
Leticia Travaglia emphasised the sensory dimension by creating charms suspended in a white space, easily reproducible on TikTok and designed to spark dialogue with younger generations.
Marcos Tejada explored Valextra’s graphic and visual codes, referencing Gio Ponti and the animated film Le Merle by Norman McLaren.
Ashley Buret brought charms to life against lush Italian gardens.
Jasmine Anderson spotlighted heritage and craftsmanship to recreate the bag’s making-of process.
AI as a Conscious Creative Tool
Artificial intelligence — including Midjourney, Runway, Krea, Adobe After Effects, and CapCut — was used thoughtfully throughout these projects. Rather than a shortcut, AI was embraced as a conscious creative tool, woven into an independent research process focused on the brand and its visual identity.
The students at Istituto Marangoni Milano lived up to Valextra’s founder’s vision, giving tangible form to his ideal of “designing beauty” through attention to every detail. Their work infused new energy into the aesthetic harmony that defines the Milanese House, bringing it closer to new generations.
