Fashion Communication in the Digital Age: Proceedings of the Factum 25 Conference, Stockholm, Sweden, 2025

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.

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 - Università 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-Università 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 Sádaba 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.