Fashion Communication in the Digital Age by von Wachenfeldt, Paula; Cantoni, Lorenzo; Sabatini, Nadzeya; Sádaba, Teresa;

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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.

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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 Rocha’s ‘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: Women’s 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.