Last month, I had the chance to attend the latest GAMMA Global Fashion Management Conference, hosted by ISEM Fashion Business School in Madrid.
I presented ongoing research with Isabella Maggioni on collaborations between luxury brands and Web3 & digital agencies. Our work examines these partnerships as cultural and organisational processes, where asymmetries in meanings, expertise, scale, and power need to be continuously negotiated.
The keynote sessions were equally inspiring.
Óscar García Maceiras (CEO of Inditex) emphasised the importance for managers to nourish their intellectual curiosity and continuous learning. In an increasingly noisy environment, he argued, businesses need academia not only as a source of knowledge but also as a source of inspiration. Another highlight was the keynote by Roland Rust and Ming-Hui Huang on Creative AI in Fashion. Their discussion on the “average trap” gave us a very interesting angle to strategise the use of AI without compromising the creative agency of humans.