This open-access book presents papers from the fourth bi-annual FACTUM Fashion Communication Conference, a leading reference event in the field of fashion communication. As one of the few academic gatherings of its kind worldwide, the conference explores fashion communication from diverse perspectives. The proceedings feature contributions from scholars specializing in communication and marketing, management, digital transformation, cultural heritage, and other related disciplines.
These proceedings aim to foster interdisciplinary theoretical and empirical research on the impact of communication practices on both the fashion industry and societal fashion-related values and behaviors. Specifically, they seek to establish and strengthen an international, interdisciplinary network of scholars in the field of fashion communication, share innovative methodological approaches, expand the dialogue between communication studies and fashion-related disciplines, and encourage junior researchers to pursue their academic interests in this dynamic field. Additionally, this book serves as a valuable resource for professionals in fashion communication and marketing, providing access to rigorous research in a rapidly evolving domain driven by digital transformation.
Part I: Heritage and archiving.
Chapter
1. Following the Trace in
Fashion: from Zhivago Look to Slavic Core.
Chapter
2. From rituals to
runways: theorizing the folkloric turn in contemporary fashion through Simone
Rochas Lughnasadh.
Chapter
3. Harris Tweed Hebrides; producing,
promoting, and protecting Harris Tweed® in the 21st century.
Chapter
4.
Contemporary Archives for the Memory and Legacy of Brands Shaping Colombian
Luxury: A Review of MH's Digital Archive.
Chapter
5. Leveraging Heritage
Argumentation Strategies in Luxury Fashion Brands Storytelling.
Chapter
6.
Communicating sacred meanings through perfumes: from the Bible to current
times.
Chapter
7. Fashioning Uniforms for Luxury Hospitality in the Digital
Age: The Case of Italian Family Firm Maurel.
Chapter
8. Posting Patterns in
Paris: A Fashion Library Instagram Case Study.- Part II: Communication
strategy.
Chapter
9. The Co-Branding Phenomenon in Fashion Brands: An
Approach to the Perception of Spanish Consumers.
Chapter
10. Exploring Video
Podcasting in Fashion Branding: A Comparative Study of Chanel and Nude
Project.
Chapter
11. Blockcore: Football, Fashion, and Nostalgia in
Generation Z.
Chapter
12. Black Identities: A Historical and Current Review
of Representation in the Fashion Industry.
Chapter
13. "Fashion Palimpsests:
Fashion shows and fashion communication, between entertainment and market,
between real and digital".- Part III: Digital Fashion, artificial
intelligence and emerging technologies.
Chapter
14. Usability Challenges in
Sentiment Analysis Tools: A Dual Approach for the Fashion Industry.
Chapter
15. Independent Games and Fashion: A New Frontier in Digital Aesthetics and
Narratives.
Chapter
16. Towards Synthetic Imaginaries. Augmenting Fashion
Product, Communication and Retail Design with GAI.
Chapter
17. Adapting to
AI in Fashion Skills Needed, Trends and Industry Perspectives.
Chapter
18.
Communicating Virtual Fashion - a case study of the virtual collection
Neo-Ex.- Part IV: Sustainability, social and political issues.
Chapter
19.
Fashion System: The Need for Transparency in Sustainability Communication on
Brands Website.
Chapter
20. Classic Brands and Global Culture: A Symbolic
Shift Towards Sustainability Inspired by Barthes.
Chapter
21. John
Fetterman, The Carhartt Candidate: Clothing, Class and Authenticity in U.S.
Political Coverage.
Chapter
22. Digital Fashion Values: AI Social Listening
of Sociopolitical Consciousness.- Part V: Research Notes.
Chapter
23.
Fashion and Product Literacy: the case of Blockchain Technology and Digital
Product Passport as a Communication Tool.
Chapter
24. Creating Coolness,
Embracing Performativity: Hip Hop and Fashion in Kerala.
Chapter
25. The
Perception of Russian Brands with Luxury Underwear by Women Aged 18-35.-
Chapter
26. Visibility and Vulnerability: Authenticity and Commercialization
in Digital Fashion Media.
Chapter
27. Digital Fashion Art Direction in
Italy: Shaping Sustainable Practices and Mindsets.
Chapter
28. Glamour on
the Slopes: Womens Skiwear in Italian Magazines of the Interwar Years.-
Chapter
29. Fashion in Folk.
Chapter
30. Metaverse Fashion Week: New
Platforms, Same Fashion System?.
Chapter
31. Digital Writings of Fashion
Cultures: New Formats of Publication of Creative Know-How in the
Mediterranean Basin.
Chapter
32. A Digitized Sustainable Preservation
Framework for Traditional Garment-Making Techniques: A Case Study of Hong
Kong Cheongsam.
Paula von Wachenfeldt is a full professor of Fashion Studies, Department of Media Studies at Stockholm University (Sweden). Her research takes on both historical and contemporary perspectives, with a major part consecrated to the role of media in the creation and development of fashion and luxury as a commercial and cultural practice. She has been a front figure in the establishment of Fashion Studies as an academic discipline at Stockholm University where she also has the role of Director of Studies.
Lorenzo Cantoni is a full professor at USI Universitą della Svizzera italiana (Lugano, Switzerland), Faculty of Communication, Culture, and Society, where he is the director of the Institute of Digital Technologies for Communication. His research interests are on the overlap among communication, education, and new media, ranging from computer-mediated communication to usability, from eLearning to eTourism and Digital Fashion, and from ICT4D to eGovernment.
Nadzeya Sabatini is an assistant professor in Digital Transformation at Gdansk University of Technology (Poland). Further, Nadzeya is an academic coordinator for M.Sc. in Digital Fashion Communication, a double-degree program between USI-Universitą Della Svizzera italiana (Switzerland) and Université Paris 1 Panthéon-Sorbonne (France). She is a group leader in Digital Fashion Communication Research at the Institute of Digital Technologies for Communication (USI).
Teresa Sįdaba is the dean at ISEM Fashion Business School, University of Navarra (Spain), a leading center in the research and education in Fashion Business, where she also teaches strategic communication for fashion companies. She is a professor at the University of Navarra (Spain) and has been a visiting professor at George Washington University (USA) and the Université Paris XII (France) among others. Her current research is focused on public opinion and fashion.
