This book represents a major milestone in the endeavour to understand how communication is impacting on the fashion industry and on societal fashion-related practices and values in the digital age. It presents the proceedings of FACTUM 19, the first in a series of fashion communication conferences that highlights important theoretical and empirical work in the field. Beyond documenting the latest scientific insights, the book is intended to foster the sharing of methodological approaches, expand the dialogue between communications' studies and fashion-related disciplines, help establish an international and interdisciplinary network of scholars, and offer encouragement and fresh ideas to junior researchers. It is of high value to academics and students in the fields of fashion communication, fashion marketing, visual studies in fashion, digital transformation of the fashion industry, and the cultural heritage dimension of fashion. In addition, it is a key resource for professionals seeking sound research on fashion communication and marketing.

Autorentext
Nadzeya Kalbaska, PhD, is researcher and lecturer of Online Communication at the Institute of Digital Technologies for Communication, Faculty of Communication Sciences, USI Università della Svizzera italiana, Lugano, Switzerland. From 2014 to 2017 she served as General Secretary of the International Federation for Information Technologies in Travel and Tourism. She is programme coordinator for the Master's double degree in Digital Fashion Communication offered by USI Università della Svizzera italiana and Université Paris 1 Panthéon-Sorbonne.
Teresa Sádaba, PhD, is Professor of Stratetic Communication at the University of Navarra in Spain and the Dean at the ISEM Fashion Business School. She has been lecturer at the George Washington University (2012-16) and visiting professor at the Université Paris XII, among others. To date she has authored more than 50 publications.
Francesca Cominelli, PhD, is Associate Professor at the University of Paris 1 Panthéon-Sorbonne and Director of IREST. Her research interests include economics of culture, cultural commons, public policies, and cultural tourism. More specifically she is interested in cultural diversity, intangible cultural heritage, creativity, innovation, and traditional craftsmanship. Previously, she collaborated as project specialist for INMA and the French Ministry of Culture and Communication (2008-2010), and as researcher for the European Investment Bank Institute (2013-2014), for the University of Lille 3 (2015) and for OECD (2018). She is member of ICOMOS and Vice-President for Europe of ICOMOS International Committee on Intangible Cultural Heritage. She is co-director of the Master's double degree in Digital Fashion Communication offered by USI and Université Paris 1 Panthéon-Sorbonne.
Lorenzo Cantoni, PhD, is Full Professor of Online Communication in the Faculty of Communication Sciences and Director of the Institute of Digital Technologies for Communication at USI Università della Svizzera italiana, Lugano, Switzerland. He is co-director of the Master's double degree in Digital Fashion Communication offered by USI and Université Paris 1 Panthéon-Sorbonne, and chair-holder of the UNESCO Chair in ICT to develop and promote sustainable tourism in World Heritage Sites.

Inhalt
Understanding Fashion Consumption in the Networked Society: A Multidisciplinary Approach.- Digitalized Dynamic Fashion Illustration, Using Motion Graphics.- Digital Fashion Communication: The Influence of Instagram-Queer-Makeup Artists and Their Future Developments on the Industry.- Multimodal Neural Machine Translation of Fashion E-commerce Descriptions.- Remixing the Fashion Brand: Uniqlo through Instagram and Twitter.- Imaginaries, Fashion and the Internet. Towards a New Ethics Paradigm.- The Transformation of Fashion Practice through Instagram.- Britishness: Heritage, Tradition and Authenticity.- 'Another Genre' of Media in Fashion: the East Asian TV Industry Mediates Youth's Popular Aesthetics.- The Consumption Side of Sustainable Fashion: Understanding the Attitude Behavior Gap among the Spanish Consumers.- Key Opinion Leaders' Influences in the Chinese Fashion Market.- Ageing in Style: Can We Spot the Values of Age in Digital Fashion Branding?.- Fashion Communication: A Thread Connecting Students to the World.- Mapping Mobile Apps on Batik: A Journey across Heritage and Fashion.- Communication of Sustainability and Ethical Issues in Fashion: The Lombardy's Experience.- Sustainability in the Fashion Brands Websites: SEO Keywords Density Analysis and Consumers' Behavior.- Fashion Sustainability in the Digital Realm.- Sustainability of Apparels - Let the Labels Speak it All.- Fashion Communication: history and other issues.- Narrative Structures in Fashion Film: Generating Engagement.- Great Expectations: the Dissonant Media Portrayals of Local Independent Fashion Designers.- Grotesque Images in Fashion Ads: An Exploration of the Effect of Grotesque Images on Narrative Engagement.- Touching the Cloth: Haptics in Fashion Digital Communication.- Communication Crisis in Fashion: From the Rana Plaza Tragedy to the Bro Tekstil Factory Crisis.- Artificial Intelligence as a Tool in the Online Fashion Retail Industry to Communicate Fashion Trends.- Changes in Fashion Communication.