War in Fashion: Luxury and Contagious Affect

Description

The article based on my MA thesis was pusblished at open-acess The Fashion Studies Journal. In my research, I examined the luxury industry's reaction to the war in Ukraine through the lens of affect theory. My findings led to the conclusion that the tension that emerged in social media plays a major role not only in spreading awareness about the war but in changing luxury and fashion brands' public responses to it.