Anyone who has made the yearly trek to Art Basel Miami knows that the annual early December descent upon the South Florida city engages more than the art world.
Fashion, music, and various design mediums all have a stake in the event. This past week marked a schedule of events that included luxury and design brands such as Louis Vuitton, Marni, Ssense, and AnOnlyChild, along with renowned architect Frank Gehry, galleries Gagosian, and Jeffrey Deitch; even luxury fragrance maker House of Creed had a presence at the event which takes over the tropical location for a week. It’s not surprising that Istituto Marangoni Miami (IMM), a branch of the Milan-based design school that opened in 2018, hosted several events and initiatives to raise its profile as the only dedicated Florida design school. FashionNetwork.com caught up with IMM CEO and president Hakan Baykam on how the five-year-old institution is becoming a fashion authority in the region.
The school’s lineup of events for the 2023 Art Basel Miami included a conversation with designer Francisco Costa on his new book, 555: Revisiting The Fashion Archive of Francisco Costa‘, a sustainability and innovation panel discussion hosted by Vogue Brazil and Melissa, the jelly shoe brand; a cocktail with Kartell to announce its 2024 Design Competition and a special multi-tiered event at IMM campus to mark the opening of the rap star Kid Cudi’s Members of the Rage pop-up in collaboration with The Webster.
“We always strive to curate something special for Basel. While previous years were busy and exciting, this edition aligns most closely with our vision and values. All our events had a substantial academic element, a learning experience. Through active participation from brands, artists, and media partners, fascinating conversations started, fostering a dynamic engagement that truly reflects the essence of our school’s involvement with Art Basel,” said Baykam.
Indeed, this synergy was expressed in the event’s roster, especially the new Members of the Rage (MOTR) collection founded by Scott Ramon Seguro Mescudi, aka Kid Cudi. MOTR will have its first pop-up on-site at the school from December 4 to the 15, with all proceeds from sales going to the IMM Scholarship fund.
“At Istituto Marangoni Miami, we aspire to redefine fashion and luxury. Kid Cudi’s modern vision epitomizes today’s zeitgeist – the inspiration we instill in our students to challenge conventions and push boundaries,” said the president and CEO.
The Webster will also feature a window display devoted to the inaugural clothing line by Mescudi. A panel discussion between the rapper Laure Hériard Dubreuil of The Webster and Keanan Duffty, fashion designer, author, musician, and Marangoni’s dean of fashion, attracted a portion of the student body and other attendees. Mescudi received an honorary master’s degree in fashion from IMM, one of its core programs.
Despite opening its doors just before the pandemic, IMM has thrived within the last two years, according to Baykam, thus encouraging the robust Art Basel program this year.
“From 2021 to 2023, we saw a 50% surge in new students, a 44% increase in faculty members, and a remarkable 75% rise in active classes,” he said, adding, “Our programs are expanding too; we recently secured approval for four new interior design programs set to launch in early 2024, including the Master in Fashion Design, Master in Fine Arts in Interior Design and the Bachelor of Fine Arts (BFA) in Interior Design. In the face of challenges posed by the pandemic, our efforts yield tangible results, positioning the school as a transformative force shaping the perception of Miami within the fashion and design realm. I am confident that IMM has played a pivotal role in legitimizing Miami as a fashion destination beyond the retail experience.”
Baykam notes graduates are working for brands at LVMH, including, among others, Tiffany and Dolce & Gabbana. Part of the IMM experience includes addressing the changing nature of the creative director in fashion, which, of late, often appears more marketing than creatively driven.
“We emphasize the importance of students being outstanding designers and business professionals. This dual focus addresses a significant challenge faced by fashion schools worldwide. Our educators, seasoned in their fields, understand the struggles of designers and creatives because they work in the industry. Also, we immerse our students in competitions and industry projects, preparing them for the dynamic landscape they’ll encounter,” he noted.
One such competition paired aspiring students with Brazilian shoe legend Alexandre Birman to create designs aligned with his brand’s DNA. Six finalist’s designs were produced, and the two top prize winners earned a trip to the Birman design headquarters—a first for the brand—and a two-week internship.
The connection to the South American luxury design house underscores the relation of the market to the IMM student population; 50 percent hail from Latin American countries, primarily Brazil, Mexico, Colombia, and Venezuela.
“The energy of Miami, especially emanating from the Latin American community, inspired me to establish the school in this city. Our student body reflects my image of how the school would look, with a remarkable 80% hailing from international backgrounds, creating a fascinating blend of cultures within our classrooms. This cultural mix enhances the educational experience; each student contributes a unique story and heritage to the collective narrative,” said Baykam.
The recently added Masters of Styling most clearly displays the melting pot of backgrounds, according to the CEO.
“Our fashion styling students express a profound pride in their origins through their creative photoshoots—something that truly must be witnessed to be fully appreciated. Moreover, in the post-Covid landscape, Miami has also emerged as a sought-after destination for U.S. students. The city has become a hotspot, and the prospect of living in the magic city while receiving a top-notch education is nothing short of spectacular.”
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