Empowering Tomorrow’s Designing Minds: A Fusion of Education and Enterprise in the Fashion Realm
Marking a significant milestone with its esteemed 16th edition, Feeric Fashion Week reigns supreme as a beacon of creative excellence and trendsetting dynamism within the international fashion scene. This seminal festival serves as a melting pot for industry luminaries and emerging talents alike, converging in the picturesque city of Sibiu to celebrate innovation, style, and the transformative power of fashion.
Distinguished by its inclusive spirit, Feeric Fashion Week opened its doors wide to fashion enthusiasts of all stripes, offering a rare glimpse into the world of high fashion through a series of workshops before the breathtaking runway shows. The democratization of fashion is a core tenet, as all were invited to partake in these workshops with professionals from the fashion industry and not only.

Across a riveting two-day program, Feeric Fashion Week played host to an array of workshops helmed by industry stalwarts from IED – Istituto Europeo di Design with its Art Director, Giovanni Ottonnello and Educational Coordinator, Marta Malcontenti to the illustrious University of Westminster and their coordinators Caroline Curtis and Rayne Reed. The festival curator, Mitichi, elucidated the pivotal role that international collaborations play in the evolution of Feeric Fashion Week, transcending mere showcases to act as catalysts for reshaping the fashion landscape in Eastern Europe. Through a multifaceted educational program, aspiring designers have the opportunity to gain invaluable insights into navigating the intricate web of the fashion market, facilitated by interactions with seasoned professionals and key figures within the industry.
The workshops were thoughtfully designed to cover a breadth of topics, ranging from the entrepreneurial aspects of fashion to the innovative applications of artificial intelligence in marketing, sustainability paradigms within the fashion industry, and the imperative of honoring and sustaining cultural heritage. Renowned speakers like Donald Gjoka of Coeval Studio, Milan, and Sara Sozzani Maino of Vogue Talents shared their expertise on these compelling subjects, underscoring Feeric Fashion Week’s commitment to nurturing the next wave of fashion pioneers.
The first day of workshops started with “Fashion Rebirth” by IED – Istituto Europeo di Design at Feeric Fashion Week. New words like decluttering, phygital, upcycling and dematerialization have become part of the contemporary fashion vocabulary; quiet luxury has reset the rules of society and communication codes for a new social status.
The workshop took its move from the trends of the future and allowed participants to ultimately create a capsule collection, finding in the manipulation of fabrics an overall coherence with the analysis of the assigned scenario. A key point was to try and position the realized collections on today’s market. The workshop was held by Giovanni Ottonello, IED Art Director. Through this dynamic session, budding designers were encouraged to conceptualize and develop capsule collections that not only reflected their individual creativity but also responded adeptly to the ever-evolving demands of the fashion market, setting a solid foundation for their future endeavors in the industry.














Donald Gjoka, founder of COEVAL Studio and COEVAL Magazine shared visionary insights on Web3, AI in fashion and creativity that have opened new realms of possibility for new generations. This workshop is a powerful tool for fashion students in order to achieve more acknowledge about how AI and digital can play an important role for their research during a process for a new collections or how AI can be used to create fairy backgrounds for their lookbooks or magical campaigns as Donald showed some examples of fashion brands that already work with these tools. Donald Gjoka is renowned for his expertise in AI technology and his visionary approach to creativity. As the founder and editor-in-chief of Coeval Magazine, Donald has established himself as a leading voice in the contemporary arts and culture scene. With a background in fashion, art, and photography, Donald brought a unique perspective to the intersection of AI and creativity, inspiring audiences around the world to push the boundaries of what’s possible in the digital age. The students discovered how AI is revolutionizing the fields of fashion, art, and photography, and learned how to harness its power to unlock new realms of possibility in your creative journey. In a captivating discourse led by Donald Gjoka, the boundaries of artistry and technology converged as participants were introduced to the visionary applications of artificial intelligence in fashion marketing and design. Delving deep into the realms of creativity and digital innovation, this workshop offered invaluable insights on harnessing cutting-edge technologies to revolutionize traditional design processes, paving the way for a new era of experimentation and boundary-pushing within the fashion sphere.


The second day started with the powerful workshop held by Sara Sozzani Maino, about a more responsible fashion, creative innovation toward sustainability, Creative director of the Sozzani Foundation. She collaborates with many educational institutions and serves on several boards working and creating awareness for a more responsible planet. She is part of the advisory board of the Circular Fashion Summit, in support of the United Nations 2030 Sustainable Development Goals. To date, she is a Creative advisor for CNCC (Conde Nast Commercial Creative) dealing with the conception and proposition of multi-platform projects for the Condé Nast Italia brands. She founded Vogue Talents with Franca Sozzani in 2009. Vogue Talents has been a worldwide project and network supporting independent creative talent. In collaboration with Altaroma, she has curated since 2005 the Who is on Next? competition in support of Made in Italy. She regularly attends as a judge and consultant in several fashion competitions, including LVMH Prize, the Woolmark Prize, Fashion Trust Arabia, International Talent Support (ITS), and many others. Since September 2018, she has been the International Brand Ambassador of Camera Nazionale della Moda Italiana in support of the new generation of designers. She is also part of Camera Fashion Trust founded in 2018 in support of made in Italy designers. In 2019 she launched A New Awareness, a project that aims to create more awareness and consciousness in the younger generation. In May 2021 she received the Positive Change Award from Monte Carlo Fashion Week.In 2023 she is one of the executive producers of the documentary Junk Armadi Pieni a docu-series of six episodes that sheds a new light on the contemporary impact of the textile industry, through the stories and images of the people and ecosystems which are most affected. Host and co-author is Matteo Ward, entrepreneur and activist, who curated the scientific research of the series, written and directed by Olmo Parenti and Matteo Keffer. Sara Sozzani Maino’s session on responsible fashion and sustainability ethos provided a holistic view of the ethical imperatives that underpin modern design practices. Through a thought-provoking exploration of sustainable fashion principles and eco-conscious initiatives, participants gained a nuanced understanding of the vital role they play in fostering a more environmentally conscious and socially responsible fashion industry, thereby instilling a sense of stewardship and mindfulness in their creative pursuits.



Another wonderful workshop was held by Andreea Diana Tănăsescu for her enlightening masterclass on ‘Give Credit – Fashion, Heritage, and Cultural Appropriation’ at Feeric Fashion Week, sharing insights into ethical design and cultural preservation, truly inspiring. Andreea Diana Tănăsescu is the founder of “La Blouse Roumaine” community which has generated a global movement dedicated to preserving and promoting the traditional Romanian blouse as a symbol of cultural identity and heritage. She is also the creator of the “Universal Day of the Romanian Blouse”, “Brâncuși Week”, and “World Cultural Fashion Day” and the President of “La blouse roumaine IA” Association, a non-governmental organization that promotes the preservation of the Romanian textile heritage, cultural and sustainable fashion. Furthermore, Andreea Diana Tănăsescu’s insightful workshop on ethical design and cultural preservation delved into the profound significance of honoring and safeguarding cultural heritage within the realm of fashion. By emphasizing the importance of preserving traditional craftsmanship and heritage techniques in the face of rapid globalization, participants were challenged to imbue their designs with a sense of cultural authenticity and historical reverence, fostering a deeper connection to the rich tapestry of global sartorial traditions.







Soon after, Roxana Baias from NEPI Rockcastle spoke to the students and presented her insightful workshop on Fashion Design in Shopping Malls. It was a wonderful expertise in business innovation and consumer understanding that truly inspired all of us, as well how a marketing strategy should be built for a start-up like an emerging brand and how digital tools like e-shops and e-platform can sometimes replace offline stores. Business Model building, Disruptive Innovation, Product, Marketing, Consumer Understanding, Branding, Communication FMCG, Retail, Telecoms, Realestate. Roxana has 25+ years of consistent business growth building – holding director and C level Marketing roles with major multinational companies such as Procter & Gamble, Telekom and Vodafone. Roxana Baias, in her exploration of fashion design within the unique context of shopping malls, offered a fresh perspective on the intersections of retail spaces and creative expression. By unraveling the intricate nuances of consumer behavior and design aesthetics within commercial environments, this workshop provided participants with a novel outlook on the evolving landscape of fashion presentation and retail experiences, inspiring them to rethink traditional design paradigms and venture into uncharted innovative territories.



The second day of workshops finished with the workshop held by Caroline Curtis and Rayne Reed who brought expertise and leadership in Fashion Buying, Merchandising, Brand Management, Sourcing and Strategy, Both lecturers now lead the BA and MA in Fashion Business Management at the University of Westminster. The workshop “Creative Concept to Commercial Collection” highlighted the challenges and opportunities for a new designer seeking to develop their own brand or have a career in the dynamic, constantly changing Fashion industry. The workshop gave the students a chance to reflect on their own design identity and skills and how this can fit in with the commercial world of Fashion. With Caroline Curtis and Rayne Reed providing expert guidance on the essential aspects of fashion buying, merchandising, and brand management, participants were equipped with the strategic insights and practical skills necessary to navigate the intricate business facets of the fashion industry with confidence and acumen. By immersing themselves in the dynamic interplay between creativity and commerce, participants gained a comprehensive understanding of the multifaceted nature of the fashion business, preparing them to thrive in a competitive and ever-changing market environment.



In a culminating announcement, Mitichi Preda unveiled an exciting new collaboration with NEPI Rockcastle, introducing the CROPS AW24 Collection competition for fashion students. This groundbreaking initiative was carefully curated and promoted by the Feeric team, providing students with an invaluable platform to showcase their talents through editorials, campaigns, and innovative commercial strategies.
Feeric Fashion Week continued to serve as a vital platform empowering and inspiring the next generation of fashion trailblazers, bridging the worlds of education and enterprise to shape a brighter and more dynamic future for the global fashion industry.






Feeric Fashion Week stands as a collaborative endeavor, generously co-financed by the Sibiu City Hall and supported by esteemed partners like NEPI Rockcastle, Promenada Sibiu, CineGold, and Ford. This collective effort ensures a seamless fusion of artistry, innovation, and social consciousness, propelling the festival to the zenith of fashion excellence.
Embark on a journey of sartorial splendor and artistic revelation at Feeric Fashion Week 2024, where creativity knows no bounds and fashion becomes a canvas for visionary expression. Explore the full schedule and immerse yourself in the magic of this transformative event at Feeric Fashion Week Schedule: https://www.feeric.ro/ro/schedule
Photography credits by Adrian Murgea and Andrei Valeanu.
#ffw2024 #feelfeeric #feericfashion2024 #visitsibiu

