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The Languages of Fashion: Made in Italy, Marketing, and Phygital Fashion

Coordinator and Head of Research: Prof. Francesco Laurenti

 

Other participating researchers

 

IULM University:

  1. Dr. Fabrizio Gallai
  2. Dr. Giulia Tonucci
  3. Dr. Silvia Velardi
  4. Dr. Valentina Baselli
  5. Dr Chiara Mastroianni

 

Université Sorbonne Nouvelle, Paris

6.  Ludovica Maggi (Head of Master's in Translation Studies, Research Trainer in Conference Interpreting and Translation)

 

Istituto di Alti Studi SSML Carlo Bo, Milan

    7.      Dr Manuela Comoglio

 

Other partners

  1. Carraro Lab (Dr Gualtiero Carraro)
  2. MAKA Language Consulting
  3. International Center for Research on Collaborative Translation

10.EMT (European Master of Translation)

 

 

Project duration: Two years

The project aims to enhance IULM University's reputation as a centre of excellence in linguistic and technological research, as well as in Fashion Studies, by highlighting its commitment to innovation. Its visibility will be further increased through the EMT  (European Master’s in Translation) network of European universities coordinated by the DGT (Direction Générale Traduction, Bruxelles), thus fostering new advancements in translation and interpreting research.

The research features an interdisciplinary approach and collaboration between experts in linguistics, translation, interpreting, and fashion. The main areas of investigation include: creation of multilingual corpora and glossaries (ITA, ENG, DE), linguistic and terminological studies in fashion, communication of Made in Italy fashion houses, impact of phygital on the perception of fashion, and innovative teaching through immersive glossaries in VR. The interdisciplinary nature of the project is an added value in reaching its objectives.

 

Among the MAIN OBJECTIVES AND RESULTS to achieve, in terms of scientific output, special attention will be paid to the following:

  1. Creation of fashion terminology corpora and glossaries: multilingual investigation (ITA, ENG, DE) aimed at developing parallel corpora and glossaries of Made in Italy fashion, in collaboration with Maka Language Consulting.
  2. Integration of glossaries into the Microlingua Lab immersive platform: creation of an immersive fashion glossary (ITA, ENG, DE) designed for VR-based, multisensory learning of fashion-specific language, featuring a conversational AI avatar, in collaboration with Carraro Lab.
  3. Evolution of fashion communication: analysis of the post-Covid transformations in the language and digital channels of fashion, focusing on luxury brands, phygital fashion, and insights from industry professionals.
  4. Brand storytelling and heritage strategies: study of the communication practices of Made in Italy brands from a digital perspective, with a focus on the strategic use of Heritage in reinforcing brand identity and conveying corporate values.