From Accademia Fiera Milano to the Backstage of Major Events: Sofia and Enrico’s Story

Behind a fashion show lies an enormous amount of work that the audience never sees: Sofia Pulze and Enrico Bergamini, former students of the PROGEA Master’s programme at Accademia Fiera Milano and now working at Fiera Milano, take us behind the scenes of Milano Fashion&Jewels and share what it means to work in the industry, from project work to an internship in a company.

29 September 2026

KEY TAKEAWAYS

The backstage of a fashion show requires meticulous coordination: the running order, casting, hair styling, make-up, sizes and products to be worn must all be prepared well in advance.
Sofia Pulze (PROGEA 2024–2025) is now a Sales Account at Fiera Milano; Enrico Bergamini (PROGEA 2025–2026) is completing the Master’s programme with a curricular internship in the marketing team of Milano Fashion&Jewels.
Project work and managing unexpected situations are the two skills they both identify as among the most valuable aspects of their learning experience.
The 250-hour curricular internship bridges the gap between the classroom and Accademia Fiera Milano’s network of more than 150 partner companies.
The 2026–2027 PROGEA Master’s programme starts on 19 November 2026, with applications closing on 26 October.

Behind the scenes of a fashion show at Milano Fashion&Jewels: what happens before the models step onto the runway

Milano Fashion&Jewels is the event held at Fieramilano in Rho dedicated to fashion accessories, jewellery, and ready-to-wear and seasonal clothing. Among the highlights of the event are the fashion shows hosted in the Fashion Hub.

It is precisely inside the Fashion Hub that Sofia, a former Accademia Fiera Milano student, takes us together with Enrico, her fellow Master’s student. Behind her is the hair styling area, which comes to life around half an hour before the fashion show begins, ensuring that hair and make-up are ready at exactly the right time. A little further away is the direction and production area, where the running order for the models’ appearances is defined. Casting is managed by the agency, while sizes, names and the products each model will wear are recorded at the production station.

Enrico, meanwhile, points out the place where the buyer’s day begins: this, he explains, is where most of the problems that need to be solved arise and where the team focuses much of its attention.

From student to Sales Account: Sofia’s journey at Fiera Milano

Sofia Pulze attended the 2024–2025 edition of the PROGEA Master’s programme. Since joining Fiera Milano, she has been hired as a Sales Account and now works within the Fashion Link Milano system, focusing in particular on Milano Fashion&Jewels and Sì Sposaitalia Collezioni: a journey that has allowed her to develop both commercial and event organisation skills.

For the February 2026 edition of Sì Sposaitalia Collezioni, Sofia was responsible for sales and exhibition management, with a particular focus on international exhibitors, following the entire sales process: from the first contact with clients to managing their exhibition requirements, preparing quotations and overseeing the organisational aspects related to stand construction, while using English on a daily basis.

For the September 2026 edition of Milano Fashion&Jewels, she instead focused on the management and organisation of events within the Fashion Hub, particularly the fashion shows: coordinating with exhibitors and the different organisations involved in the programme, collecting the products to be presented on the runway, and communicating fitting dates and times with the models. The Fashion Hub programme includes different formats, from fashion shows featuring regional collectives to projects dedicated to young talents and future designers. It is a role that requires constant coordination among multiple stakeholders.

Enrico’s internship: from the Master’s programme to Milano Fashion&Jewels marketing

Enrico Bergamini attended the 2025–2026 edition of the PROGEA Master’s programme and is now completing his studies through a curricular internship. He works in the marketing and communications department, where he manages international and Italian buyers hosted at Milano Fashion&Jewels: his role is to build relationships and make their visit to the exhibition as smooth and enjoyable as possible.

Working in the exhibition industry today: insights from those who learned on the job

What remains, once the Master’s programme is over, of what was learned in the classroom? Sofia and Enrico’s answers point in the same direction: working in events is something you learn by doing, and it is tested against real-world deadlines and unexpected situations.

Project work and deadlines: learning to plan ahead

“At Accademia, the project work was definitely very valuable, and the work you do always has a deadline, so you need to plan ahead to make sure everything is ready at the right time.” — Sofia

During the PROGEA Master’s project work, students work on real-world projects related to the exhibition and events industry. Past collaborations include Milano Fashion&Jewels, Salone del Mobile, Miart, MICAM, Lineapelle, MIDO and Milano Unica.

Managing unexpected situations

“You can prepare for a live event as much as you want, but there will always be an unexpected situation that can arise, and you always need to be ready.” — Enrico

Run-of-show management, coordination with suppliers and departments, logistics, and the ability to solve problems in real time: these are the skills that make professionals effective when working on an event, whether it is a fashion show, an exhibition or a congress.

The work the audience never sees

“I found the organisational side that people don’t usually see particularly interesting, because it is entirely about what happens backstage at a fashion show. People don’t see all the work that goes into it, and it really is an enormous amount of work.” — Sofia

From internships to a network of companies: building a pathway into the industry

For Accademia Fiera Milano students, the transition from the classroom to the workplace takes place through the internship. At the end of the classroom-based part of the programme, Accademia offers every PROGEA Master’s student a guaranteed curricular internship with one of the leading organisations in the events, exhibitions, communications and marketing sectors, for a minimum of 250 hours.

The pathway is structured: throughout the Master’s programme, students attend the Personal Branding module, which provides support with CV writing, actively searching for opportunities, and interview simulations in both Italian and English. This is followed by hands-on experience in the field.

What makes all this possible is Accademia’s network: more than 150 companies regularly collaborate with Accademia by offering internship opportunities, including Fiera Milano, Fiera Milano Congressi, IEG, Cosmoprof, AIM Group, Villa Erba, Balich Worldwide Shows, Alphaomega and Cliniq Brand Surgery.

The PROGEA Master’s programme: where journeys like these begin

Sofia and Enrico’s stories began with the PROGEA Master’s programme, the programme offered by Accademia Fiera Milano in collaboration with the University of Milan. It is an experience in which classroom learning is combined with direct access to Fiera Milano’s venues and to the professionals who make exhibitions and events happen every day.

PROGEA at a glance

PROGEA is the First-Level University Master’s Programme in Exhibition, Event and Congress Design and Organisation, organised by Accademia Fiera Milano in collaboration with the University of Milan.

60 ECTS credits, with 500 hours divided into modules: Marketing & Communication, Concept & Brand, Visual & Set-Ups, Organization & Management, Personal Branding
Classes from Monday to Friday (9:00–13:00), with sessions until 18:00 on Tuesdays and Thursdays
Project work on real-world projects and a guaranteed 250-hour curricular internship
Two scholarships provided by Fondazione Fiera Milano
Start of the 2026–2027 edition: 19 November 2026, with applications closing on 26 October 2026

Career paths the Master’s programme prepares students for include Event Project Manager, Exhibition Coordinator, Marketing & Communication Specialist, Logistics Manager and Corporate/Cultural Event Producer.

And Enrico’s advice to anyone with a passion for events is straightforward:

“With applications now open for the Master’s programme, I would recommend it to anyone with a passion for events: this Master’s can really give you that extra step you need to break into the industry and get where you want to go.” — Enrico

Discover the PROGEA Master’s programme and how to apply →

FAQ

What happens backstage at a fashion show before the models step onto the runway?

Shortly before the show begins, hair styling and make-up take place. At the same time, the direction and production area manages the running order of the models, including their names, sizes and the products each model will wear, based on the casting organised by the agency.

What skills are needed to work in the exhibition and events industry?

Planning and staying ahead of deadlines, coordinating departments and suppliers, managing logistics, and being able to solve unexpected problems in real time. These are the skills that former students Sofia and Enrico identify as the most useful in their backstage work.

Does the PROGEA Master’s programme include an internship?

Yes. At the end of the classroom-based part of the programme, Accademia Fiera Milano offers every student a guaranteed

What is the PROGEA Master’s programme?

It is the First-Level University Master’s Programme in Exhibition, Event and Congress Design and Organisation, offered by Accademia Fiera Milano in collaboration with the University of Milan. It includes classes, project work on real-world projects and an internship.

How does project work take place during the Master’s programme?

Students work on real-world exhibition and event projects. Past collaborations include Milano Fashion&Jewels, Salone del Mobile, Miart, MICAM, Lineapelle, MIDO and Milano Unica.

Are scholarships available for the PROGEA Master’s programme?

Yes. Fondazione Fiera Milano provides two scholarships.

When does the 2026–2027 edition of the PROGEA Master’s programme begin?

It is scheduled to begin on 19 November 2026.