fashion media: evolution


The fashion industry and fashion publishing were born and raised together, enjoying successes and enduring periods of crisis. The one has supported the other and there have always been intersections and influences between free content, news, and advertising content. It all sounds relatively problem-free. But how do you reconcile that with suggesting what items readers should pack for their summer holiday? Or the perfect look for the ski slopes? Does the fact that featured brands are also investors in this or that publication change the end user’s attitude? Much of the debate surrounding the rise of fashion bloggers and later influencers centred on the fact that they were free to communicate whatever they wanted, free from pressure from fashion brands. But it did not take long for these bloggers and influencers to join the privileged club they so criticised in the early days.

This is why the Fashion media: evolution course was created. To help fashion businesses and professionals reflect on how fashion talks today. Communicating fashion means being attentive and skilled observers, listeners and analysts, but also creative, dreamers, and capable of capturing the imagination of readers with brilliant writing and a light touch. And this is despite being fully aware of the burden of the sector’s economic importance, the craft tailoring tradition that exists solely in Italy, the history and heritage of many brands that may not make the headlines or be trending on social media but instead quietly continue to work (and earn money) behind the scenes.

Aimed at those working in creativity, marketing and communication at Italian SMEs, brand owners looking to improve their communication tools, and fashion freelancers looking to fine-tune their knowledge of communication and culture in order to be ready to tackle the most competitive challenges, the course provides a general and in-depth look at the dynamics behind contemporary fashion media.


Understand how forms of communication have evolved to better convey your message

How to communicate fashion and its products

Identify the main differences between advertising content and editorial content

Get to know the main trends in branded content

How to use influencers and personal storytelling alongside your business communication


  • Fashion and media: birth and developments

  • Fashion journalism and fashion communication

  • Fashion news and ADV  

  • Digital revolution

  • From editorial medium to brand

  • Fashion blogs, fashion bloggers

  • Fashion influencers

  • Critical approach and personal storytelling 


Giulia Rossi


Giulia Rossi

Giulia Rossi, a professional journalist, has degrees in Political Science from Bologna University and Philosophy from Roma Tre, and a doctorate in Communication and Social Research from Rome’s La Sapienza. She has taught Fashion Communication and Semiotics since 2013. She currently teaches at Rome’s La Sapienza, the European Design Institute in Rome and Florence, and John Cabot University. She has previous teaching experience at the University of Bologna, the Marangoni Institute in Milan, IAAD in Bologna, LUISS Business School in Rome and Polimoda in Florence. She has published the books Denim, una storia di cotone e di arte (Fashion Illustrated, 2010), Ricette per la vita in società (Pendragon, 2013), Fashion blogger, new dandy? Comunicare la moda online (Pendragon, 2015), Digital Fashion Media. Come è cambiato il modo di comunicare la moda (Nuova Cultura, 2018) and numerous articles on how fashion communication and journalism is affected by digital media.

Superzoom Academy courses teach you how to best tackle the future of business. Put together by fashion scholars and insiders with over twenty years’ experience at top Italian textile/clothing companies, Superzoom is the Academy for your future-proof training.


€ 60 + vat

1.30 hour

The course is taught in Italian
on the Superzoom Academy

e-learning platform.


If you want to know more about our courses:
Tel. +39 051 6389561

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