Modec, a Fashion Regional Branding for the Enhancement of the Campania’s Style

Abstract

The contribution describes the project of the territorial brand Modec, which aims to enhance the cultural heritage of fashion and design in Campania and to identify new design and production logics that innovate the regional fashion system. The brand, designed according to the principles of contemporary design, is based on the concept of “open brand” characterized by the ability to take on different forms, both visual and verbal, in relation to the many narratives of the manufacturing and production sector in Campania. The project, as well as being part of the logic of 100% Made in Italy brands, aimed at protecting the native origin of products connected to the territory of origin, promotes through programs shared between the Region, Universities and companies, new design and production logic for the innovation of the concept of Made in Italy in a global perspective.