The contest launched by Istituto Marangoni Milano • The School of Fashion in partnership with Vogue Italia was once again a success this year. The initiative aims to reward talent and support young talents who dream of a future in fashion, offering the opportunity to win a scholarship to study at the prestigious Milan School, in the heart of the Quadrilatero della Moda. 

“Brand New Voices. Fashion brands as new vehicles of values”: this is the title of the latest edition of the contest that gave voice to GenZ creatives, a key target for Fashion Brands. They were encouraged to reflect on the communicative change adopted in recent years by brands that embrace sustainability, especially on the continuous search for balance between pure creativity and the construction of a solid and deep relationship with their community. 

Numerous applications expressed the perspectives of young students on the storytelling of well-known fashion brands, represented by conveying values, ideas and experiences through social media, events and fashion shows.

After carefully selecting and evaluating the applications, the academic commission awarded the most deserving projects, submitted by Marta Belloni, Francesca Paola Crivello and Ylenia Selvaggia Carusi. High school students in their senior year, the winners will be able to take their first steps in fashion in October. 

Marta Belloni, who will enrol in the Fashion Design & Accessories programme, spoke of Levi’s recent strategic and marketing changes. To do so, the student used images that show the brand’s attention to various social issues affecting young people today. 

For her part, future Fashion Management student Francesca Paola Crivello proposed Gucci as a brand that best reflects GenZ. The famous fashion house has become one of the most beloved brands among emerging fashion designers for their choices, evocative messages, spectacular fashion shows and grandiose installations.

Finally, Ylenia Selvaggia Carusi, who will begin her academic career in Fashion Styling & Creative Direction, presented the “Tomorrow Comes Today” project. There, she explored the universes of Patagonia and Stella McCartney, two well-known brands that have embraced sustainability as the founding principle behind their identities, but also Avavav and the Indonesian brand Isa Boulder.