Anyone who has made the annual trip to Art Basel Miami knows that the annual early December descent into the South Florida city involves more than the art world.
Fashion, music and various design media have interest in the event. Last week marked an agenda of events that included luxury and design brands such as Louis Vuitton, Marni, Ssense and AnOnlyChild, along with renowned architect Frank Gehry, Gagosian and Jeffrey Deitch galleries; Even luxury fragrance maker House of Creed was present at the event which takes over the tropical venue for a week. It's no surprise that Istituto Marangoni Miami (IMM), a branch of the Milan-based design school that opened its doors in 2018, has hosted several events and initiatives to raise its profile as the only dedicated design school in Florida. FashionNetwork.com spoke to IMM CEO and President Hakan Baykam about how the five-year-old institution is becoming a fashion authority in the region.
The school's event schedule for Art Basel Miami 2023 included a conversation with designer Francisco Costa about his new book, 555: Reviewing Francisco Costa's Fashion Archive', a panel discussion on sustainability and innovation organized by Vogue Brazil and Melissa, the jelly shoe brand; a cocktail party with Kartell to announce its 2024 Design Competition and a special multi-level event on the IMM campus to mark the opening of rap star Kid Cudi's Members of the Rage pop-up in collaboration with The Webster.
“We always strive to create something special for Basel. While previous years have been busy and exciting, this edition aligns more closely with our vision and values. All of our events had a substantial academic element, a learning experience. Through The active participation of brands, artists, and media partners began fascinating conversations, fostering dynamic engagement that truly reflects the essence of our school's involvement with Art Basel,” Baykam said.
In fact, this synergy was expressed in the event's roster, especially in the new Members of the Rage (MOTR) collection founded by Scott Ramon Seguro Mescudi, also known as Kid Cudi. MOTR will have its first in-person pop-up at school starting December 4 until the 15th, and all proceeds from sales will go to the IMM scholarship fund.
“At Istituto Marangoni Miami, we aspire to redefine fashion and luxury. Kid Cudi's modern vision embodies the current zeitgeist: the inspiration we instill in our students to challenge conventions and push boundaries,” said the president and Executive Director.
The Webster will also feature a showcase dedicated to Mescudi's inaugural clothing line. A panel discussion between rapper Laure Hériard Dubreuil of The Webster and Keanan Duffty, fashion designer, author, musician and dean of fashion at Marangoni, attracted a portion of the student body and other attendees. Mescudi received an honorary master's degree in fashion from IMM, one of her main programs.
Despite opening its doors just before the pandemic, IMM has thrived over the past two years, according to Baykam, furthering the strong Art Basel program this year.
“From 2021 to 2023, we saw a 50% increase in new students, a 44% increase in teaching staff, and a notable 75% increase in active classes,” he said, adding, “Our programs are also expanding We recently gained approval for four new interior design programs launching in early 2024, including the Master of Fashion Design, Master of Fine Arts in Interior Design, and Bachelor of Fine Arts (BFA) in Interior Design ., our efforts produce tangible results, positioning the school as a transformative force that shapes the perception of Miami within the realm of fashion and design. I am confident that IMM has played a fundamental role in legitimizing Miami as a fashion destination beyond the retail experience.”
Baykam notes that graduates work for LVMH brands, including, but not limited to, Tiffany and Dolce & Gabbana. Part of IMM's experience includes addressing the changing nature of the creative director in fashion, who, lately, often seems more marketing-driven than creativity-driven.
“We emphasize the importance of students being outstanding designers and business professionals. This dual approach addresses a major challenge facing fashion schools around the world. Our educators, experienced in their fields, understand the struggles of designers and creatives because they work in the industry. Also, we immerse our students in industrial skills and projects, preparing them for the dynamic landscape they will encounter,” he noted.
One such contest paired aspiring students with Brazilian footwear legend Alexandre Birman to create designs aligned with his brand's DNA. Six finalist designs were produced, with the two first-prize winners earning a trip to Burma design headquarters (a first for the brand) and a two-week internship.
The connection with the South American luxury design house underscores the market's relationship with IMM's student population; 50 percent come from Latin American countries, mainly Brazil, Mexico, Colombia and Venezuela..
“The energy of Miami, especially that emanating from the Latin American community, inspired me to establish the school in this city. Our student body reflects my image of what the school would be like, with a notable 80% coming from international backgrounds, creating a fascinating blend of cultures within our classrooms. This cultural blend enhances the educational experience; each student brings a unique history and heritage to the collective narrative,” Baykam said.
Recently added Styling Masters shows more clearly the melting pot of origins, according to the CEO.
“Our fashion styling students express a deep pride in their origins through their creative photoshoots, something that truly must be witnessed to be fully appreciated. Additionally, in the post-Covid landscape, Miami has also become a sought-after destination for American students… The city has become a hotspot, and the prospect of living in the magical city while receiving a top-notch education is nothing short of spectacular.”
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