Considered as lacking creativity and innovation in the upper echelons of fashion and sometimes labelled as the forerunner for the polluting fast fashion model, ready-made fashion accounts for many of Italy’s textile businesses and represents an industrial and manufacturing phenomenon that increasingly needs to be investigated with greater clarity and interest. In its new course, Ready-Made – The new normal, the Superzoom Academy aims to shed light on this very Italian phenomenon, which has marked out the identity of many small and medium sized clothing companies.

The roots, contextualization, new challenges relating to the characteristics of the contemporary market and new buying habits: these are the topics addressed on the course with a view to outlining the physiognomy of the most up-to-date clothing companies.

The Italian model of Ready-Made fashion contains many contemporary manufacturing and presentation trends: from increasingly complex and autonomous fashion calendars to the classic seasonal concept multiplied by “flash” and “capsule” collections. But while its ability to be ahead of its time is undeniable, it’s equally undeniable that it now needs an update, especially when it comes to communication and distribution.

Dedicated to all those working in the clothing sector, to clothing brand owners wishing to adapt their business model to the latest developments, to freelancers looking to learn more about a phenomena whose potential is still largely unexplored, to those working in the textile supply chain wishing to better understand their customers’ requirements, and to distributors and retailers looking to inject innovation into the links between physical and digital.

The goal is to gain a better understanding of the Ready-Made system that cuts lead times, does not lead to a glut in production, and is not associated with throwaway fashion. Also, to identify its sustainable potential and better target the corresponding customers.