Students at Milan Fashion Week: Nicola Guerini on the Value of Strategic Event Selection
Students at Milan Fashion Week: Nicola Guerini on the Value of Strategic Event
During the recent Milan Fashion Week, students of IIFM Milano had the opportunity to attend a curated selection of industry events—from Ermanno Scervino runway shows to luxury trunk shows by Bulgari, Marni, and Armani, and book launches like Valentina Rainone’s. But according to Nicola Guerini, Dean of IIFM Milano, the true value of these experiences goes far beyond the glamour.
Why is strategic event selection so important?
"Milan Fashion Week is not just spectacle and glamour. It’s a complex laboratory of strategy, communication, and brand positioning. The events our students attend are carefully selected to provide actionable insights for their professional careers. This is not about following parties or glitter—it’s about understanding the real dynamics of the fashion system."
What criteria guide the selection of events?
"We choose events that allow students to observe brand strategies, trunk show management, communication with buyers and media, and luxury storytelling in action. Each runway, presentation, or book launch is evaluated for its educational potential. The goal is to transform Fashion Week attendance into a practical learning opportunity. We want to give them a complete view, at 360°, from shows to even art and inspiration, contemporary dialogue, and to make them interpreters and analyst of the fashion business, not spectators."
How does this selection influence student development?
"Attending the right events allows students to acquire real managerial skills: understanding how a brand positions a product, communicates its identity, and develops strategic partnerships. It’s an immersive experience that goes beyond classroom theory and prepares students for international careers."
What sets IIFM’s approach apart from other schools?
"Many institutions offer access to fashion events simply as a social opportunity. At IIFM Milano, learning and strategy are central. Every selected event serves an educational purpose and contributes to building strategic awareness and analytical skills. This is the essence of our philosophy: distinguishing true educational value from mere entertainment."
Final message for aspiring fashion managers
"Studying fashion management in Milan means learning by observing, analyzing, and understanding the real dynamics of the industry. Event selection is a key component of this journey. It’s not about glitter or parties—it’s about building skills and strategic vision, essential for thriving in fashion and luxury management"
