B4927 - DIGITAL FASHION COMMUNICATION

Learning outcomes

The Course aims to provide a comprehensive exploration of the digital transformation within the fashion sector, emphasising the connections between the digital environment, fashion, and communication. At the end of the Course, students will be well equipped to navigate the evolving landscape of digital fashion communication, making informed analyses, and contributing effectively to the field s ongoing development.

Course contents

In recent years, the digital environment has emerged as a central space for fashion communication, giving rise to complex socio-cultural dynamics.
This course aims to equip students with the critical tools necessary to analyze the relationship between media, culture, and society within this evolving landscape.

The initial sessions will introduce the foundational concepts for studying media and visual communication in fashion, with particular attention to the historical and social processes that have shaped the evolution of media up to the digital age.
Subsequently, the course will focus on how fashion is communicated across various media platforms, highlighting the roles of the different actors involved — including brands, industry professionals, and users — and their interaction within a constantly evolving media ecosystem closely tied to the fashion industry and its communication processes. Special emphasis will be placed on the power of social media, examining both its effectiveness and the critical issues it raises (including risks and communication crises). Through a combination of theoretical and practical modules, students will gain specific skills necessary to create social media content that is original, engaging, and competitive. They will also be encouraged to critically analyze and evaluate successful and unsuccessful social campaigns in light of ongoing socio-cultural transformations.

The course is structured around three main learning approaches:

• Theoretical and interactive approach: This component focuses on the analysis of long-term socio-cultural processes emerging from media communication and their influence on fashion and society. Through case studies, the course will address key themes such as sustainability, cultural appropriation, inclusivity, and activism. Additionally, it will explore the contribution of cultural industries — including cinema, theatre, and historical fashion — to the creation of brand narratives, reflecting on the communicative effectiveness of established imaginaries.

• Guest lectures with industry professionals: Practitioners will be invited to offer insights into the connections between media, fashion, and other cultural industries, fostering a more grounded understanding of the digital landscape.

• Practical workshop: Designed to develop hands-on skills in digital communication as applied to fashion. Through workshops and project-based activities, students will conceptualize and develop a digital communication campaign, learning and applying essential online strategies and methodologies. Further details will be provided during class sessions.

By the end of the course, students will have acquired a solid understanding of the latest forms of media communication in the fashion world. They will be able to contextualize these within broader socio-cultural frameworks, assess their ethical implications, and evaluate their impact on key contemporary issues. Furthermore, students will be equipped to analyze brand communication strategies within the digital context.

Readings/Bibliography

At the end of each session, the instructor will provide a bibliography of recommended readings related to the topics and case studies discussed in class.
The slides prepared by the instructor — available on the Virtuale platform — and all the information contained therein constitute an essential part of the course bibliography.

For non-attending students, preparation for the oral exam must be based on the following texts:

• Noris, A., & Cantoni, L. (2022). Digital Fashion Communication: an (Inter)cultural Perspective. Brill.

• Colucci, M., & Pedroni, M. (2021). Mediatized Fashion: State of the art and beyond. ZoneModa Journal, 11(1), III–XIV. https://doi.org/10.6092/issn.2611-0563/13118

• Piancazzo, F., Noris, A., Sabatini, N., & Cantoni, L. (2024). Italy, an Extraordinary Commonplace? Stereotypes and Imaginaries of Italianness in Online Communication by Fashion Brands. Fashion Theory, 28(5–6), 755–787. https://doi.org/10.1080/1362704X.2024.2379996

For all students, the following text is highly recommended:

• SanMiguel, P., Nobile, T. H., Sánchez-Blanco, C., & Sabatini, N. (2024). Social Media in the Fashion Industry: Fundamentals, Strategy and Research Methods. Routledge.

Teaching methods

The course will be held in person in Rimini.

Classes will alternate between theoretical lectures, case study analysis, and discussion of student projects.
Attendance is not mandatory, but strongly recommended.

Assessment methods

Attending Students
Attending students are expected to actively participate in in-class exercises and ongoing assignments throughout the course.
At the end of the program, students will present an individual project in class, in which they will critically analyze a digital communication campaign and propose an original alternative version. Each student may agree with the instructor on the specific topic for their oral discussion, highlighting the connections between the digital environment, fashion, and communication. The content of the presentations will be developed during class, particularly during workshop sessions. Reading directly from slides will not be permitted; instead, emphasis will be placed on oral clarity, critical engagement, and presentation skills.
Outstanding evaluations will be awarded to presentations demonstrating a comprehensive understanding and critical application of the concepts explored during the course.

Active participation during lessons — through group discussions, targeted contributions, and informed engagement — will contribute to the final assessment. A proactive attitude will be positively evaluated and will influence both the outcome and quality of the final project. A detailed brief of the required activities will be provided in class.

Attending students must take the final exam during the first official session immediately following the end of the course. Detailed information regarding the exam will be communicated during class sessions.

Non-Attending Students
Oral examination – Non-attending students are required to prepare an oral presentation on the topic: "Connections between the digital environment, fashion, and communication," based on the required readings listed in the course bibliography and the lecture slides available on the Virtuale platform.
The presentation must be developed independently, with particular focus on the key issues that emerge from the study of the provided materials. Work that demonstrates a comprehensive understanding of the course topics, combined with critical awareness and the use of case studies not discussed during lectures, will be considered for top marks.

Non-attending students are welcome to contact the instructor to request meetings either in person or online.
The use of PowerPoint or similar tools is allowed, provided that the content reflects an original, personal, and clearly recognizable reworking of the material. Students must use their own digital device (laptop, tablet, etc.) to present their work. Reading directly from slides will not be allowed.

The presentation must not exceed 5 minutes in length.
Afterward, the instructor may ask follow-up questions to more accurately assess the student's level of preparation.

Assessment for Both Attending and Non-Attending Students
In both cases, the presentation constitutes an oral examination designed to assess the student’s ability to critically apply their knowledge through logical and deductive reasoning.
Positive evaluations will be based on the ability to synthesize key concepts from the course and to construct coherent, logical connections between ideas.

Final Grade Scale:

• 18–19 → Knowledge of only a very limited number of topics; analytical ability emerges only with the instructor’s guidance; generally accurate use of language.

• 20–24 → Knowledge of a limited number of topics; independent analytical skills limited to basic or procedural issues; correct use of language.

• 25–29 → Broad knowledge of course topics; independent critical analysis and confident use of subject-specific terminology.

• 30–30L (cum laude) → Thorough and comprehensive understanding of course content; strong capacity for independent critical thinking and connections between concepts; full command of technical terminology; strong argumentation and self-reflection skills.
  
  
  Students with learning disorders and\or temporary or permanent disabilities: please, contact the office responsible (https://site.unibo.it/studenti-con-disabilita-e-dsa/en/for-students) as soon as possible so that they can propose acceptable adjustments. The request for adaptation must be submitted in advance (15 days before the exam date) to the lecturer, who will assess the appropriateness of the adjustments, taking into account the teaching objectives.

Teaching tools

PowerPoint and Video Materials
The slides presented and discussed during class complement the required readings with additional information, including video and visual resources. Students can download the slides from the Virtuale platform.

Office hours

See the website of Flavia Piancazzo