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  • Faculty

  • Emily Huggard

    Assistant Professor of Fashion Communication

    Email
    huggarde@newschool.edu

    Office Location
    Parsons Faculty Hotseat

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    Emily Huggard

    Profile

    Emily Huggard is an Assistant Professor of Fashion Communication at Parsons School of Design and author of the book Communicating Fashion Brands: Theoretical and Practical Perspectives.

    Her research explores the definition of brand experience in the epoch of digital fashion and post-consumerism, the changing ideologies of luxury, and the use of installation art as a brand experience tool. Emily continues her practice as a brand consultant, strengthened by over 13 years of experience developing strategic fashion communication, marketing and brand strategies across the luxury, menswear and eyewear sectors. She has worked with brands such as Cutler and Gross, Victoria Beckham, COS, Tomorrowland and Maison Kitsuné in developing press, content, influencer and social strategy; and managing retail and non-retail brand experiences; prod­uct and creative collaborations. 

    She has held past academic roles at London College of Fashion and the University of Westminster.

    Websites:

    www.communicatingfashion.com

    www.emilyhuggard.com


    Degrees Held

    MA Strategic Fashion Marketing
    London College of Fashion, University of the Arts London, London, United Kingdom

    Postgraduate Certificate Academic Practice in Art, Design and Communication
    University of the Arts, London, United Kingdom 

    Bachelor of Commerce (Hons) Business Administration
    University of Windsor, Windsor, Ontario, Canada


    Professional Affiliation

    Bloomsbury Fashion Business Cases, US Regional Editor


    Recent Publications

    Huggard, E. Lonergan, P. and Overdiek, A. (2021) ‘New Luxury Ideologies: A shift from building cultural to social capital’, Fashion Theory.

    Huggard, E. and Cope J. (2019) (Eds.) Communicating Fashion Brands: Theoretical and Practical Perspectives. London: Routledge.

    Huggard, E. (2016) ’Exploring student definitions of engagement: A reflexive approach to designing learning activities’. SPARK: UAL Creative Teaching and Learning Journal, 1(1), pp. 5-18.


    Performances and Appearances

    Peer-Reviewed Conference Presentations

    2022 ‘How digital-only fashion brands are creating more participatory and solidary models of fashion co-design’, International Fashion Conference Ways of Caring - Practicing solidarity. Arnhem, Netherlands.

    2021 ‘How Fashion Brands are using TikTok to promote sustainable fashion consumption’, Responsible Fashion Series, Antwerp, Belgium [online]

    2021 ‘Luxury in the Age of Hypermodernity: Shifting the cultural authority from brand to online subcultures', In Pursuit of Luxury – Luxury in the Age of Technology [online]

    2018 ‘Brand experience in non-retail spaces: A fashion industry perspective’, Fashion Marketing Consumption Discourse Colloquium, Regent’s University, London, United Kingdom

    Conferences and Symposia

    'Creating on Chain: Empowering Creative Entrepreneurs', Bungalow Arts, New York, NY, 2022                                                                     

    The Business of Digital-only Fashion Brands’, Parsons School of Design, New York, NY, 2022

    ‘Fashion’s new use of CGI', Parsons School of Design, New York, NY, 2022                                                                                                                         

    ‘Social Innovation in Luxury’, Moderator and chair, Betaworks Studios, New York, NY, 2020                            

    ‘Changing the Materiality of Luxury’, Co-organizer, Parsons School of Design, New York, NY, 2019

    Media Interviews

    ‘Guram Gvasalia fait coup double (Guram Gvasalia hits a double: Since the departure of his brother Demna at Balenciaga, Guram Gvasalia has taken the reigns at Vetements’), M Le Magazinendu Monde, June 28, 2022.

    ‘Why are men burning their overalls: Carhartt faces a boycott as customers respond angrily to its Covid vaccine mandate’ Financial Times, January 26, 2022.   ‘La mode se met à la PAGE’ (‘Fashion falls on the right page’), M Le Magazine du Monde, May 8, 2021.

    ‘Air Jordans for Charity? Channeling sneaker mania into change’, The Wall Street Journal, September 28, 2020.           

    ‘Have we experienced our last fashion week’, Glossy, May 1, 2020. 


    Research Interests

    digital fashion; fashion and the metaverse; brand experience; luxury; luxury ideologies; marketing


    Current Courses

    Core 1
    PAFC 1100, Fall 2022

    Professional Practices
    PAFC 2000, Fall 2022

    Past Courses

    Core 1
    PAFC 1100, Spring 2022

    Professional Practices
    PAFC 2000, Spring 2022

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