DEADLINE FOR APPLICATIONS: March 13th, 2026

COURSE START: Sept 7th or Nov 2nd, 2026

SCHOLARSHIPS AMOUNT

• Scholarships covering from 5.000€ to 8.000€ of the total tuition fee both for the Academic Master's Programme and the Double Award Master's Programme.

INTRO

Gen Z is redefining the fashion industry through new values such as authenticity, inclusivity, sustainability, digital culture, and social relevance.

For fashion brands, connecting with this generation requires more than trends—it requires cultural understanding and meaningful engagement.

This competition challenges students to analyse how established fashion brands can reposition themselves to become culturally relevant for Gen Z. Participants will develop a strategic vision that blends brand identity, communication, experience, and innovation. Outstanding projects may be considered for scholarships within the Master in Fashion Management.

BRIEF

Select a globally recognised fashion brand and analyse its current positioning in relation to Gen Z consumers. The objective is to develop a complete cultural repositioning strategy designed to attract, engage, and retain this new generation. The project must include an analysis of the brand’s current identity, its cultural relevance, and competitive landscape. Define a clear Gen Z target profile and propose strategic actions across communication, product, retail, digital platforms, and brand experience.

Focus areas may include sustainability, social impact, digital communities, gaming, influencers, or immersive brand environments. Projects will be evaluated based on strategic clarity, originality, relevance, and feasibility.

Read the competition guidelines
APPLY NOW When you submit your project you will receive an immediate confirmation email that your submission was received. If you do not receive a confirmation, let us know at: competitions@domusacademy.it

Required materials

  • Domus Academy Competition app form - Download and complete all fields DA-competition-app-form-Master-26-27.pdf
  • Project - Digital PDF presentation (read competition guidelines).
  • Curriculum Vitae
  • Artistic or professional portfolio (not mandatory)
  • Motivation Letter
  • Diploma - Bachelor’s Degree or Academic Diploma (original language and translation if necessary) or official certificate of expected graduation issued by your institution.
  • Transcript - Official transcripts (original language and translation if necessary) or most updated official transcripts if not yet graduated.
  • IELTS 5.0 - Academic or recognized equivalent certificate to be submitted within three months of course start date. (not mandatory)
  • Copy of passport

ADDITIONAL FOR DOUBLE AWARD MASTER

  • 2 Reference Letters
  • IELTS 5.5 in all parts or recognized equivalent certificate to be submitted within 3 months before the course start date. (not mandatory)
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