Milan shines in a special light these days. Milan Design Week 2024 and its constellation of events transform the city into an exclusive crossroads between design and fashion with a series of openings, vernissages and limited edition launches that tell of the profound assonances that link these two dimensions.

Between Salone and Fuorisalone 2024, the urban fabric becomes a creative showcase that stimulates the senses and showcases the more artistic side of the big brands: from Giorgio Armani ‘s travel-inspired home collection to the immersion in nature in the ‘Oasi Zegna‘, from Greene’s pop sculptures in the Balenciaga showroom to the vintage charisma of the new Etro collections, from Loewe‘s eclectic lamps to Prada ‘s conceptual evolution of the domestic environment , the game of contaminations envelops the entire city and prompts new reflections on the power of storytelling which, also in this context, transforms exhibitions into engaging and valuable experiences.

Stylists and designers have the opportunity to convey their message and increase their brand awareness through the design of spaces, the use of materials, the selection of colours and even the choice of music and fragrances. And then there are the words that allow the communicative and inspirational potential of each project to be powerfully unleashed.

We need only think of the naming of products, installations and collections, thearchitecture of the texts that guide the public through the exhibition spaces, the pre- and post-event promotional materials, to understand how copywriting is a catalyst that fuels the effectiveness of a project and how a well-crafted story can create a longer-lasting emotional bridge between us and what we are enjoying.

Because, after all, a fulfilling and memorable experience is born from visual suggestions that shape emotions, creating that common thread that makes us feel part of something bigger.

An invitation to the imagination: this is what copywriting translates into when it encourages the user to visualize themselves and interact with the product. This predominantly happens in the beauty world, where words have a transformative value capable of outlining a universe of possibilities and self-expression.
In building an empathetic and rewarding shopping experience, the multisensory potential of words comes into play: one can evoke a garden of blooming roses by describing the olfactory pyramid of a fragrance, create well-defined tactile images when discussing the texture of a lipstick or a cream, and open visual windows using terms like “radiant,” “bright,” “matte”…
The goal is always the same: to use words to feel and see the product on one’s skin, a bridge between the real and the imagined, allowing for positive emotions and projecting into a future of tangible benefits.
Although the aim of words within the bounds of beauty is always to stimulate the senses and create attractive mental images, what has visibly changed over time are the words themselves. Society—and its conception of beauty—is increasingly fluid and constantly evolving, so the language must reflect this powerful changeability and embrace a new richness of perspectives, engaging us in the societal shifts we witness.
Where texts once conveyed connotations belonging to the semantic fields of “youth” or “perfection,” today, there is increasing room for authenticity, inclusivity, and sustainability concepts. The storytelling of “impeccable glamour” gives way to another narrative: a linguistic awareness made up of many nuances, at the base of which is the exaltation of naturalness, diversity, and self-confidence.
In the vast landscape of cosmetics, communicating the benefits of products is no longer sufficient: it is time to convey the values these represent in our time and, in the same way, take care to transmit sensations that do not deal exclusively with appearance. Because beauty today is complexity, a complexity that connects us to the deeper meaning of beauty.

In the stage of human creativity, there is an ancient and universal interaction that unites music and words: two instruments with an evocative and persuasive force that share the ability to penetrate emotion, shape thoughts and fuel the imagination.

But what is the most significant point of contact between the two creative dimensions? Like a well-orchestrated composition, the text must have an internal melody that makes the words’ flow captivating and memorable.

First, there is the rhythm.
Words have a sound and a weight, and they must know how to vibrate together to create a living and engaging text. The rhythm and textual structure arise from a clever play of alternations, given by the study of accents and lengths, by the mix of the correct letters based on their role, by the ability to create a flowing structure, freeing the language from stumbling, from thoughtful use of punctuation to communicate pauses and intonations. Only in this way will the overall flow be harmonious and able to guide the user in reading safely and precisely.

To complete the perfect textual work, logic and coherence take over. Just as a symphony follows a precise order of movements and tempos, the text must also be organized into balanced portions. This guarantees an intuitive progression of the narrative flow, providing a sense of guidance and reassurance. Finally, there is the importance of variation and originality. Innovative melodies and rhythms in the text correspond to subtle wordplay, impactful metaphors, and unconventional writing techniques. These elements guide the user in exactly the desired direction, sparking a feeling of intrigue and curiosity.

The analogies between texts and sounds certainly do not end here. What connects them first and foremost is their shared nature. Both are born to inspire and enchant, offering a fascinating insight into human complexity. In their eternal search for beauty and meaning, they create a bond that transcends their individual forms, inspiring a sense of connection and shared creativity.

Cinema and Copywriting share the same narrative mission, aiming to engage, move, inspire, influence audience behaviour, and communicate value. Just as a successful film triggers emotional tensions and keeps viewers on the edge of their seats, good copy captivates the user’s attention to the last word. Both creative dimensions thrive on understanding and representing human emotions, creating connections.

Cinematic stories often follow established narrative patterns with due variations. This practice is not random, as a conventional and “familiar” structure makes it easier for the audience to follow the plot, identify with it, and understand its moral lesson. While a linear and well-structured story avoids narrative dilations, it is equally essential for every director to have their own stylistic signature that ensures recognisability. The same rules apply to copywriting: at its core, there is a universal architecture on persuasive writing, but investing in verbal identity means communicating with a unique and differentiating Tone of Voice. This is not just a stylistic choice but a strategic one, as it works on different expressive and intentional levels to contribute to constructing a distinctive Brand Image.

Cinema teaches us that the most potent stories make us feel part of the narrative, engaging us on a visceral level. The same principle applies to copywriting, where the ability to create empathy and convey authenticity with impactful narration is not just important but crucial. It is the key to establishing a deep and lasting relationship with the target audience. Consider, for example, the dramatic crescendo widely used on the big screen: in words, it’s somewhat like creating a sense of urgency and pushing the user to action through a persuasive climax. Or consider foreshadowing, which, when crafting a sales text, can be used to prefigure the benefits the customer will gain by choosing the product/service. These are not just techniques but powerful tools that can make your copy resonate with your audience on a deeper, more emotional level.

In short, the analogies between the two worlds are potentially infinite, and the direction is the same: to transform stories into experiences that change, even if just for a moment, the way we perceive and act in the world.

The word reveals the nuances, sounds, and unique attributes of the things it describes. When chosen carefully and placed intentionally, it becomes a clear invitation to feel, explore, and experience precisely what the copywriter does to transform concepts into tangible and persuasive messages, creating emotional bridges between the product or service and the consumer through storytelling strategies.

Along with technical skills, rules, and the background of this craft, a natural inclination toward writing can only be achieved with a sensitive vision that sees all arts and forms of narrative as interacting structures. This sensitivity is the engine of creativity, drawing knowledge from the most varied artistic fields.

This is why the practice of writing is never isolated but part of a dynamic flow of influences and interconnections. Writing also means drawing from different art forms, which, in turn, cross-pollinate and enrich each other: painting dialogues with music, cinema with literature, architecture intertwines with sculpture, and so on, building a synergistic fabric of inspirations.

In a context of constant exchange, the word naturally unfolds along the red thread of the arts, shaping suggestions and new interpretations from present and past impulses to construct one’s sales narrative with density and creative efficacy without sacrificing the message’s communicative concreteness.Only in this way can copywriting become a mighty transformative act, capable of characterising brand identity, enhancing a product, creating an engaging buying experience, effortlessly stimulating meaningful actions, and establishing lasting relationships.