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AI-Curated Fashion Image & Marketing
UNDER AFAM VALIDATION
The AI-curated Fashion Image and Marketing course is an innovative postgraduate 2 year Master course bridging emerging AI-mediated image cultures and next-generation luxury marketing strategies. The program is structurally positioned to respond to a paradigm shift in the global fashion and luxury industries, where visual communication, audience behaviour, retail performance and brand engagement are increasingly shaped by intelligent systems — from multimodal generative AI to hyper-localized geo-profiling and predictive consumer modelling.
First Year: Students acquire strategic mastery over contemporary fashion media ecosystems, learning to build brand narratives across physical, digital and algorithmic environments. The curriculum integrates: fashion media history and semiotics reinterpreted through AI mediation audience intelligence, data-driven campaign orchestration, AI market sensing AI-assisted editorial direction, fashion journalism, campaign storytelling media ethnography, consumer psychology, post-platform behaviour analysis. The first year establishes strong theoretical, strategic and cultural positioning, enabling students to direct intelligent storytelling systems for luxury and fashion in a way that is innovative, ethically aware and culturally relevant.
Second Year: The second year transitions from strategic command to creative authorship and AI-curated production. Students lead advanced visual experiments across photo, film and interactive runway installations — where AI acts not as a replacement but as a creative multiplier. Parallel to this: geo-contextual influence marketing, retail hyperlocal intelligence, AI-powered adaptive media placement and omnichannel luxury commerce, strategic immersion into spatial digital futures (AR fashion content, 3D avatars, digital product twins). The final semester culminates in a publishable research-driven major project meeting the academic rigour required for direct progression into PhD programmes.
- Research-driven, practice-led and industry-embedded learning model — fusing critical theory with experimental and applied creation.
- Studio-laboratory learning environment where AI is treated as a co-creative and strategic intelligence, not just a tool.
- Spiral, cross-disciplinary pedagogical model — moving continuously from concept to experimentation to impact.
- Learning delivered through lectures, AI-augmented workshops, speculative research seminars, and live industry project labs.
- Real partnerships with luxury brands, media platforms, creative agencies and innovation tech providers, producing deployable professional outcomes.
- Dual mentorship – academic faculty (research positioning) + industry leaders (executive and strategic direction).
- Experience centered on training future leaders, not executors — strategic, creative, AI-native and culturally intelligent profiles.
Thanks to Istituto Marangoni's strong ties with leading luxury companies and its diverse international student community, Istituto Marangoni Milano offers a unique methodology that allows students to work on projects under the supervision of the most prestigious fashion and beauty brands, gaining valuable global perspectives.
Some of the main projects from the area include: Versace, Prada, Tiffany, Dolce e Gabbana, Luxottica, Ferragamo, Giorgio Armani.
| Year | Semester | Academic Area | Subject | Lecture Hours | Credits | Topics | Content Notes |
|---|---|---|---|---|---|---|---|
| 1 | 1 | HISTORY AND CULTURE OF DESIGN | Applied Art History | 45 | 6 | Art history, painting, and sculpture | The course explores the evolution of art—painting and writing—as foundational systems of visual and symbolic expression. Students analyze artistic movements, aesthetic languages, and narrative forms that have shaped contemporary imagery, developing a critical base for communication and image-making in fashion. |
| 1 | 1 | FASHION HISTORY AND CULTURE | History and Criticism of Contemporary Fashion | 22.5 | 3 | History of fashion photography, cinema, and music | The course examines the evolution of fashion photography as a critical language and a tool for shaping contemporary imagery. Through dialogue with cinema and music, students explore how images define identities, aesthetics, and cultural narratives, understanding fashion’s role in today’s media and visual systems. |
| 1 | 2 | SOCIOLOGY AND ANTHROPOLOGY OF COMMUNICATION | Sociology and Anthropology of Communication | 37.5 | 5 | Sociology and anthropology of fashion | The course explores fashion as a social and cultural phenomenon. Students analyze dynamics of identity, belonging, and gender, understanding how fashion produces collective meanings and reflects transformations in contemporary society. |
| 1 | 2 | VISUALISATION AND PROJECT COMMUNICATION TECHNIQUES | Visual Communication Techniques 1 | 137.5 | 11 | Graphic and image design with generative AI (storyboards and visuals) | The course introduces students to graphic design through generative AI tools. From storyboard building to experimentation with prompts and synthetic images, students learn how to translate a brand strategy into coherent visual outputs, combining creativity and emerging technologies. |
| 1 | 2 | COMMUNICATION DESIGN | Communication Design | 150 | 12 | Fashion project media plan + communication strategy | The course focuses on communication strategies within the fashion system. Students develop media plans and integrated communication plans, learning how to define objectives, targets, channels, and metrics through a strategic approach. |
| 1 | 1 | FASHION ECONOMICS AND MARKETING | Fashion Marketing | 52.5 | 7 | Strategic Tech Marketing | The course explores tech marketing strategies applied to the fashion system. Students analyze how data, digital platforms, AI, and martech tools transform customer journeys, positioning, and relationship models, developing an innovation- and performance-oriented strategic approach. |
| 1 | 1 | BUSINESS ECONOMICS AND MANAGEMENT | Business Organization | 30 | 4 | Industry analysis + corporate strategy | The course covers key approaches to fashion industry analysis and core business strategies. Students learn how to read competitive dynamics, business models, and organizational structures, developing a strategic vision focused on growth, positioning, and sustainability in the global context. |
| 2 | 1 | MULTIMEDIA IT TECHNIQUES | Digital Image Processing | 25 | 2 | 3D space / exhibition design | Development of 3D design skills and digital image processing for exhibition spaces and fashion collection presentations, using advanced modelling software. |
| 2 | 1 | COMMUNICATION SCIENCES | Semiotics of the Image | 15 | 2 | Semiotics and phenomenology of new media | Development of critical knowledge in image semiotics and new media languages, applied to the analysis of contemporary audiovisual and digital phenomena. |
| 2 | 1 | SCIENCES AND LANGUAGES OF PERCEPTION | Visual Research | 100 | 8 | Research methodology | Development of visual research skills and perceptual analysis of the image. |
| 2 | 2 | VISUALISATION AND PROJECT COMMUNICATION TECHNIQUES | Visual Communication Techniques 2 | 62.5 | 5 | Layout design and dissertation artifact | Project presentation and communication, with a focus on layout design and portfolio—also aimed at the professional presentation of the final dissertation. Production of a visual artifact that enriches the thesis. |
| 2 | 2 | MULTIMEDIA DESIGN | Multimedia Languages and Applications | 100 | 8 | Shooting, production, and post-production for photography and video | Development of advanced skills in fashion video design and production, with two final outputs: the first through group production work; the second as an individual mixed-technique, AI-driven video asset. |
| 2 | 1 | COMMUNICATION TECHNIQUES AND LANGUAGES | Brand Communication | 62.5 | 5 | Visual identity analysis / content & assets editing | Development of skills in fashion brand communication through visual identity analysis, content editing, and the consistent management of digital assets. |
| 2 | A | COMMUNICATION DESIGN | Art Direction | 150 | 12 | Communication strategy and design (social media) | Software and video editing techniques focused on fashion content for communication, including social content creation and runway/show art direction. |
Through concrete projects, collaborations with industry leaders and synergies with students from other study areas, students will be ready to present their works and visual concepts with a high level of professionalism and creativity.
After the Master’s degree in AI-curated Fashion Image and Marketing, students can pursue careers as:
- AI Fashion Image directors and supervisors
- AI-Powered Brand manager and Strategist
- AI Editorial & Content Intelligence Manager
- Luxury Marketing & Consumer Intelligence Strategist
The Master is articulated over two progressive and interdependent years, combining communication intelligence, creative authorship, and strategic market foresight — preparing graduates for both executive leadership and doctoral-level research tracks.
Through concrete projects, collaborations with industry leaders and synergies with students from other study areas, students will be ready to present their works and visual concepts with a high level of professionalism and creativity.
After the Master’s degree in AI-curated Fashion Image and Marketing, students can pursue careers as:
- AI Fashion Image directors and supervisors
- AI-Powered Brand manager and Strategist
- AI Editorial & Content Intelligence Manager
- Luxury Marketing & Consumer Intelligence Strategist
The Master is articulated over two progressive and interdependent years, combining communication intelligence, creative authorship, and strategic market foresight — preparing graduates for both executive leadership and doctoral-level research tracks.
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