Fashion communication: between tradition and future digital developments
Stockholm (Sweden), June 25–27, 2025
https://digitalfashion.ch/factum25/
Location: Filmhuset, Stockholm University, Borgvägen 1, Stockholm
Preliminary schedule (Subject to changes)
June 25
| Time | F-salen |
|---|---|
| 9:00–10:00 | Registration and coffee |
| 10:00–10:15 | Conference opening Welcome to Fashion Studies at Stockholm University, Paula von Wachenfeldt, Stockholm University (Sweden) Welcome to the FACTUM conferences, Nadzeya Sabatini, Gdansk University of Technology (Poland) & USI-Università della Svizzera italiana (Switzerland) |
| 10:15–11:00 | Keynote Paula von Wachenfeldt, Stockholm University (Sweden): The Luxury Handbag and the Creation of Value |
| 11:00–11:45 | Keynote Patrizia Calefato, Università degli studi di Bari Aldo Moro (Italy): Fashion and the Body in the Datafication Age |
| 11:45–12:30 | Keynote Lorenzo Cantoni, USI-Università della Svizzera italiana (Switzerland): Fashion and Cultural Tourism. Connecting Creators, Businesses and Destinations |
| 12:30–13:30 | Light lunch |
| 13:30–14:30 | Best papers Moderated by Teresa Sádaba, ISEM Fashion Business School, University of Navarra (Spain) Carlos Checa Garcia, Patricia Sanmiguel, Marta Torregrosa and Cristina Sánchez Blanco "The Co-Branding Phenomenon in Fashion Brands: An Approach to the Perception of Spanish Consumers" Dai Zhu, Nadzeya Sabatini and Nicoletta Fornara "Usability Challenges in Sentiment Analysis Tools: A Dual Approach for the Fashion Industry" Paula Gargoles and Isabel Garcia Hiljding "Exploring Video Podcasting in Fashion Branding: A Comparative Study of Chanel and Nude Project" |
| 16:00–17:00 | Guided tour The Royal Armory, Slottsbacken 3, Stockholm |
June 26
| Time | F-salen | Seminar room 1 | Seminar room 2 |
|---|---|---|---|
| 9:00–10:00 | Keynote Jennie Rosén, Swedish Fashion Council (Sweden): Swedish Fashion Council and Fashion Transformation. Moderated by Paula von Wachenfeldt, Stockholm University (Sweden) | ||
| 10:00–10:30 | Coffee | ||
| 10:30–12:30 | Sustainability, social and political issues (Full papers) Moderated by TBC Catarina Costa, Ana Cristina Broega and Paulo Salgado "Fashion System: The Need for Transparency in Sustainability Communication" Hsin-Pey Peng "Classic Brands and Global Culture: A Symbolic Shift. Towards Sustainability Inspired by Barthes" Myles Ethan Lascity "John Fetterman, The Carhartt Candidate: Clothing, Class and Authenticity in U.S. Political Coverage" Yeseung Lee "Digital fashion values: AI social listening of sociopolitical consciousness" | Heritage and archiving (Full papers) Moderated by Michela Ornati, University of Applied Sciences and Arts of Southern Switzerland - SUPSI (Switzerland) Elisa Zanola, Charlotte Stachel and Sara Greco "Leveraging Heritage: Argumentation Strategies in Luxury Fashion Brands’ Storytelling" Angela Dotor and Laura Mejía Ocampo "Contemporary Archives for the Memory and Legacy of Brands Shaping "Colombian Luxury": A Review of MH's Digital Archive" Pietro Lattao and Lorenzo Cantoni "Communicating sacred meanings through perfumes: from the Bible to current times" Aoife Murray "From rituals to runways: theorising the folkloric turn in contemporary fashion through Simone Rocha’s AW23 ‘Lughnasadh’" | |
| 12:30–13:30 | Light lunch | ||
| 13:30–15:30 | Heritage and archiving (Full papers) Moderated by Ethan Lascity, Southern Methodist University (USA) Olga Karamalak and Ksenia Vertlib "Following the Trace in Fashion: from Zhivago Look to Slavic Core"" Karen Cross and Josie Steed "Harris Tweed Hebrides; producing, promoting, and protecting Harris Tweed in the 21st century"" Michela Ornati "Fashioning Uniforms for Luxury Hospitality: The Case of Italian Family Firm Maurel" Katharina Sand "Posting Patterns in Paris: A Fashion Library Instagram Case Study" | Digital Fashion, artificial intelligence and emerging technologies (Full papers) Moderated by TBC Tatiana León-Alberca, Ketty Daniela Calva-Cabrera, Alejandra Valerio Matos and Angel Torres-Toukoumidis "Independent Games and Fashion: A New Frontier in Digital Aesthetics and Narratives" Greta Rizzi and Angelica Vandi "Towards Synthetic Imaginaries. Augmenting Fashion Product, Communication and Retail Design with Generative AI" Maria Veronica Espejo Mendez, Nadzeya Sabatini and Lorenzo Cantoni "Adapting to AI in Fashion: Skills Needed, Trends and Industry Perspectives" Marie Ledendal "Communicating Virtual Fashion - a case study of the virtual collection ‘Neo-Ex’" | Emerging track Moderated by Rocío Elizaga Puig, ISEM Fashion Business School (Spain) Agnese Ughetti "The Evolution of Ecolanguage in Fashion Media Communication: A Corpus-Based Ecological Discourse Analysis" Carrie Mok and Stephanie Barker Fry "Disrupting Fashion Communication: Educators as active agents in a decentralised ecosystem" Anupreet Dugal "Threads of Tradition: Interpreting Male Sikh Identity in the Intangible Fashion Landscape" Julia Wolny "Responsible customer journeys in the fashion ecosystems" |
| 15:30–16:00 | Coffee | ||
| 16:00–17:00 | Industry track Bettina Krohn (Nudie Jeans) "Let’s talk about change" Moderated by Nadzeya Sabatini, Gdansk University of Technology (Poland) & USI-Università della Svizzera italiana (Switzerland) | ||
| 17:00–18:30 | Books and magazine announcements Patricia SanMiguel, Tekila Harley Nobile, Cristina Sanchez-Blanco and Nadzeya Sabatini "Social Media in the Fashion Industry: Fundamentals, Strategy and Research Methods" Roberta, Malvina, Seçkin, Stas and Katharina, students from the Master’s program in Fashion Studies (University of Stockholm), present their new fashion magazine | Workshop Katharina Sand "Instagram and Fashion Libraries: Search, discovery, and keywords." Maximum 15 participants | Workshop Mirjam-Sarah Lepp "Creating Fashion Literacy Construct" Maximum 10 participants |
| 19:00-22:00 | Conference dinner Crème Filmhuset Bar & Bistro, Film House |
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June 27
| Time | F-salen | Seminar room 1 | Seminar room 2 |
|---|---|---|---|
| 9:00–10:30 | Communication strategy (Full papers) Moderated by Anne Bachmann, Stockholm University (Sweden) Gabriela Ambás and Paula Gárgoles "Black Identities: A Historical and Current Review of Representation in the Fashion Industry" Sandra Bravo and Jorge del Río Blockcore "Football, Fashion, and Nostalgia in Generation Z" Vittorio Linfante "Fashion Palimpsests. Fashion shows and fashion communication, between entertainment and market, between real and digital" Isabella Campagnol "Glamour on the Slopes. Women’s Skiwear in Italian Magazines of the Interwar period" (Research note) | Research notes Moderated by TBC Mirjam-Sarah Lepp, Nadzeya Sabatini and Lorenzo Cantoni "Fashion and Product Literacy: the case of Blockchain Technology and Digital Product Passport as a Communication Tool" Preshita Thakur "Digital Transformation of Fashion Magazines and the Influence of Digital Youth Cultures and K-pop" Evgeniia Filippova and Tatiana Sokolova "Russian Underwear Brands in the Luxury Lingerie Category: the Specifics of Brands Communication and the Perception among Young Russian Women" Magdalena Petersson McIntyre "Visibility and Vulnerability: Authenticity and Commercialization in Digital Fashion Media" | Research notes Moderated by TBC Filippo Maria Disperati "Digital Fashion Art Direction in Italy: Shaping Sustainable Practices and Mindsets" Muhammed Ashraf T "Creating Coolness, Embracing Performativity: Hip Hop and Fashion in Kerala" Lavina Bhaskar and Dimple Bahl "Fashion in Folk" Tyla Stevenson "Metaverse Fashion Week: More Similar Than Different?" |
| 10:30–11:00 | Coffee | ||
| 11:00–12:30 | Research notes Moderated by Teresa Sádaba, ISEM Fashion Business School, University of Navarra (Spain) Maria Ida De Ioanni "Digital Writings of Fashion Cultures: New Formats of Publication of Creative Know-How in the Mediterranean Basin" Qingyi Zhang and Haze Ng "A Digitized Sustainable Preservation Framework for Traditional Garment-Making Techniques: A Case Study of Hong Kong Cheongsam" Nefeli Theiakou "Rethinking Globalised Fashion: Sustainability and Ethical Production in Greece’s Post-MFA Industry" Paulina Rydén "Fashion Beyond 'Sustainability': The Concept of Flourishing in a Case Study" | Emerging track Moderated by Katharina Sand, Parsons Paris (France) and Kunstuniverstität Linz (Austria) Sigita Kamašauskė "Unraveling the Visual Language of Masstige Fashion Brands on Instagram Stories" Dorrit Bøilerehauge "The building of branding in fashion – the aesthetic elements at play at the fashion shoot" Rocio Elizaga "Strategic Communication of Value Propositions in the Children's Fashion Sector: A Comparative Analysis of Specialized and Generalist Operators" Katerina Chekan "Correction of Emotional State through Intentional Changes in Personal Clothing Style" | |
| 12:30–13:00 | Conference closing Lorenzo Cantoni, USI-Università della Svizzera italiana (Switzerland) Teresa Sádaba, ISEM Fashion Business School, University of Navarra (Spain) |
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