Fashion today: a cultural industry


Fashion is one of the world’s largest manufacturing sectors, and this is especially true in Italy. Not just in terms of turnover but, above all, brand value, particularly the Made in Italy brand, which is sold so successfully around the world. However, it is a brand that is not valued as highly as it could be, and is exploited and abused to the detriment of Italy.

In the last few decades, fashion has attracted attention from universities and fashion courses have sprung up everywhere, ranging from vocational tailoring and pattern-making to theory courses on fashion culture. This is why the Fashion today: a cultural industry course was created. Because studying and understanding fashion means understanding the society and people around us – how they change, what they want, and how they show themselves to others. There is substance in the outward appearance, and going deeper helps sell the surface in a cleaner, sharper, more effective way.

What does forming a fashion culture mean and, above all, why do it? Interest has widened to other sectors allied to the production of clothing and accessories, because fashion, besides being the driving force of Made in Italy, has always been an industry capable of capturing trends and future models and establishing them. By further exploring the concept of taste, for example, we can better define style – which is essential for a company wanting to position itself on the market and capture a particular share. So how are the styles associated with a brand defined? What are the various stages in the process? Contemporary society is chaotic by nature and the style that represents it mirrors this characteristic. It is a supermarket of styles in which each consumer picks off the shelves what grabs their attention most. In a society that loves putting every aspect of itself online, where the boundaries between public and private are vanishingly small, the individual that can emerge and be noticed is the winner. What happened to those groups and subcultures who opposed mainstream culture and style and formed alternative, creative groups of their own?

Aimed at those working in marketing and communication at Italian SMEs, brand owners wanting to improve their communication tools, and fashion freelancers looking to fine-tune their knowledge of communication and culture in order to be ready to handle the most competitive challenges, this course takes a general and in-depth look at the social implications of fashion as an industry and as a culture. 


Form a fashion culture with an approach originating from art and culture

Explore the connection between the economic value and the cultural value of fashion product

Understand how brand perception is built


  • Identity, culture and art

  • Industry, marketing, product

  • Formation of taste

  • Made in Italy: cultural value of brands

  • Haute couture, ready to wear, fast fashion: definitions

  • Cultures and subcultures


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

2 hours

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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