Five Weeks in Florence.
How Studying Luxury Marketing Shaped My Creative Perspective
Exploring the heart of Italian fashion and luxury taught me more than marketing — it taught me the art of storytelling, craftsmanship, and what it really means to build a brand.
This past summer, I had the incredible opportunity to spend five weeks in Florence, Italy, studying Luxury Marketing & Fashion through the University of Miami’s Study Abroad program. What began as an academic course quickly became one of the most transformative experiences of my life — both personally and professionally.
Florence is a city where art, history, and fashion collide. Every street, every storefront, every detail feels intentional, curated, and full of meaning. That same sense of craftsmanship and storytelling became the foundation of everything I learned during this program.
Throughout the five weeks, we visited and studied some of the world’s most iconic luxury brands: Ferrari, Pagani Automobili, Stefano Ricci, Marchesi Antinori, Pucci, Gucci, Prada, Ferragamo, Brunello Cucinelli, Dolce & Gabbana, and F.P. Journe. Each brand shared a different approach, but they all emphasized the same core values — heritage, quality, innovation, and emotional connection. Seeing how these luxury giants operate behind the scenes gave me a real-world understanding of how intentional and strategic luxury branding must be.
One of the highlights of the program was attending the Pitti Uomo Trade Show during Men’s Fashion Week. Watching industry leaders, designers, and trendsetters come together in one space to celebrate craftsmanship and creativity was surreal. It opened my eyes to how dynamic, fast-moving, and relationship-driven the fashion world really is.
Beyond the classroom, this experience also taught me how to step outside my comfort zone, embrace new perspectives, and appreciate the beauty of slowing down and being intentional in both my work and my life.
Studying luxury marketing in Florence didn’t just strengthen my marketing knowledge — it shaped how I approach creativity, branding, and storytelling as a whole. I left Italy with a deeper appreciation for the balance between strategy and artistry, and I’m excited to carry these lessons with me as I continue to grow in my career.
Some of my biggest takeaways from this experience were:
Heritage & Craftsmanship Matter – A brand’s story and history are what differentiate it in a crowded market. Every brand we visited reinforced the idea that luxury is built on authenticity and a deep connection to its roots.
Innovation Keeps Brands Relevant – These brands don’t just rely on their history; they are constantly evolving, innovating, and finding new ways to stay ahead while maintaining their core identity.
Strategic Branding is Everything – Every detail — from product design to packaging to the in-store experience — is carefully curated. Nothing is left to chance.
Tradition & Modernity Can Coexist – The best luxury brands embrace modern trends and digital innovation without sacrificing who they are at their core.
If you’re passionate about creativity, branding, or the world of luxury — I’d love to connect and chat more about my experience!
