Institut Français de la ModeFashion Forward

Merging two prestigious schools into a world-class institution

Context
In 2019, two leading Parisian fashion schools, IFM (Institut Français de la Mode) and École de la Chambre Syndicale de la Couture Parisienne, merged to form a comprehensive fashion institution. The new IFM brought together creativity, technical expertise, and management, all under one roof. This school serves as a crucial stepping stone for students aspiring to join the grandes maisons like Dior, Hermès, and Chanel.
Challenge
The brief was clear: “We want to be the #1 fashion school in the world.” Competing with art-focused design schools like Central St. Martins, La Cambre, and Parsons, and business schools like HEC and Polimoda, the challenge was to showcase the institution's unique DNA, focused on 3 pillars: creation, business, and savoir-faire. The merger required shifting IFM’s reputation from a business-focused school to a credible creative hub that attracts global fashion talent. Base Design Brussels aimed to create an identity that resonated with designers, couturiers, and business leaders alike, balancing established credibility with a fresh, contemporary attitude. The goal was to promote the new fashion design programs and establish a bold digital presence to attract students worldwide.
Solution
BaseBRU approached the project with a holistic strategy, beginning with workshops and interviews with teachers, students, and alumni to align internal stakeholders and uncover what sets IFM apart as a competitive fashion school. We highlighted IFM’s prime location in Paris, the fashion capital of the world, with a bespoke serif typeface that feels quintessentially French yet modern and youthful. The result was a versatile toolkit adaptable across platforms – signage, prospectuses, websites, social media, and more – that seamlessly communicates in both French and English (a first for the school). Art direction, outlined by BaseBRU, was brought to life by students and faculty, leveraging their creativity. Most importantly, this approach created a unified and dynamic brand identity that students fully embraced and made their own, actively using it in their communications and social media – a powerful testament to an implementation that truly exceeded expectations.

In 2019, two leading Parisian fashion schools, IFM (Institut Français de la Mode) and École de la Chambre Syndicale de la Couture Parisienne, merged to form a comprehensive fashion institution. The new IFM brought together creativity, technical expertise, and management, all under one roof. This school serves as a crucial stepping stone for students aspiring to join the grandes maisons like Dior, Hermès, and Chanel.

Credits

Creative Direction
Thierry Brunfaut
Art Direction
Léa Wolf
Design
Aurélia de Azambuja, Aurore Lechien, Thomas Leon, Sander Vermeulen
Strategy & Copywriting
Gaston Lafond
Digital Design & Development
Sergey Khegai, Lukas Liefsoens, Pierre Stoffe, Thomas Byttebier, Morgane Van Oncem, Volha Trehubava, Olya Sidorchenko, Adrian Chokanu
Project Management
Lola Philippart, Zoé Mira-Torres, Morgane Van Oncem, Masha Basyrova
Typography
Matthieu Cortat

Awards

2019 Webby Awards
Honoree in Websites: School/University

Iles de Paix

Nourishing the identity of a historic NGO

Flanders District of Creativity

Giving Flanders’ design the freedom – and the authority – to speak

Bellerose

A Belgian fashion icon depuis l’été 1989