Milan didn’t feel like a classroom. It felt like the industry.

I just finished a month-long seminar with Accademia del Lusso and it included Milan Fashion Week. We barely sat still: we visited stores, attended fashion shows and exhibitions, worked on case studies, and even took part in a photoshoot.

In one month, we saw every stage of fashion, from creation to presentation to sale, in one of its capitals. We looked at how brands like Fendi, Prada Group, Gucci, Bottega Veneta and many more, build their world and bring it to the customer.

What it gave me:

→ Luxury is felt before it’s explained. Space, service and small details do the selling.

→ Seeing a brand in person beats any deck. You notice the gap between what brands say and what customers experience.

→ Good case studies are uncomfortable. Real constraints, no neat answers, much closer to the actual job.

Coming from luxury retail in Paris, it was a great chance to see the same world from the strategic and creative side.