Participant Info

First Name
Last Name
British School of Fashion, Glasgow Caledonian University London
Website URL
marketing, sustainable fashion, creativity, intangible cultural heritage, tailoring, London, Hong Kong, Shanghai
Additional Contact Information

Personal Info

About Me

I am a Reader in Marketing and Sustainable Business at the British School of Fashion. I was partner in award-winning luxury childrenswear fashion label Miss Fleur before becoming a full-time academic at the London College of Fashion. Ie then spent several years working in Asia and North America before returning to the Fashion Business School launching the innovative flagship BA Fashion Marketing course incorporating global luxury fashion branding and sustainable business and communications. I am a Senior Fellow of the HEA; my work internationalising the curriculum was recognised with an appointment as the University’s inaugural Senior Teaching Scholar and subsequently being awarded an HEA National Teaching Fellowship.
My marketing research active looks at the relationship between place, culture and fashion products. I have published on heritage and country and city-branding and in the West and Asia and how cities such as London and Shanghai build fashion identities through their specific traditions of making and their engagement with country of origin and city branding.
I also have a research interest in vintage fashion and in sustainability, both modern and the phenomenon of make do and mend on the British Homefront.
Additionally, I am a pedagogic researcher with a specialism in creative and intercultural education. As well as my expertise in creative pedagogies, her cross-disciplinary research focuses on sustainability including fashion luxury and health, responsible business and management, international marketing and brand strategy and cross-cultural creativity.

I am an award-winning case study author writing on ethical business (The Case Centre) and co-author of Fashion Management: A Strategic Approach (Palgrave Macmillan). My publications have appeared in journals including the Journal of Fashion Marketing Management and Psychology Aesthetics Creativity and the Arts. I am a contributor to industry and media pieces on fashion business and consumer behaviour including for the BBC and SHOWstudio.


Recent Publications

Varley, R., Roncha, A., Radclyffe-Thomas, N. and Gee, L. (2018). Strategic Fashion Management. Palgrave Macmillan.

Radclyffe-Thomas, N., Peirson-Smith, A. Roncha, A., Huang, A. & Lacouture, A. (2018). ‘Developing global citizenship: Co-creating employability attributes in an international community of practice.’ In D. A. Morley (Ed.)  Enhancing employability in higher education through work based learning, p255-275.

Radclyffe-Thomas, N. (2018) ‘Profit and purpose: The case for sustainable luxury fashion’. IFFTI. Shanghai Fashion Future Conference Proceedings, Donghua University Press, pp263-270.

Radclyffe-Thomas, N. (2018) ‘Designing a sustainable future through fashion education.’ Clothing Cultures, 5:1

Radclyffe-Thomas, N. (2018) ‘Weaving Fashion Stories in Shanghai: Heritage, Retro and Vintage Fashion in Modern Shanghai.’ In A. Peirson-Smith & J. H. Hancock II (Eds.) Communicating Transglobal Fashion Narratives: Clothing Communication Style Statements and Brand Storytelling. Intellect, pp295-310.

Radclyffe-Thomas, N., Varley, R. and Roncha, A. (2018) ‘Balancing the books: Creating a model of responsible management education’ Art, Design and Communication in Higher Education: Territories of Fashion Education Special Edition, 17:1, p89-106.

Radclyffe-Thomas, N. (2017). ‘Fashioning the global classroom.’ Australian Council of Deans and Directors of Creative Arts, DDCA, web publication NiTRO.

‘Radclyffe-Thomas, N. (2016). Intangible cultural heritage in fashion marketing: From Number 1 Savile Row to the world’ IFFTI conference proceedings. Beijing Institute of Fashion Technology.

Radclyffe-Thomas, N., Peirson-Smith, A., Roncha, A., Huang, A., ‘Creative Cross-cultural Connections: Facebook as a Third Space for International Collaborations’, In P. Blessinger & B. Cozza (Eds.) (2016). University Partnerships for Academic and Program Development, pp 243-266. Emerald.

Radclyffe-Thomas, N. (2015) ‘Stitching Across Time: Heritage and History in Contemporary Hong Kong Fashion’ Clothing Cultures: Transglobal Fashion Narratives & Cultures. 2:3, pp241- 255

Radclyffe-Thomas, N. (2015) ‘Fashioning Cross-cultural Creativity: Investigating the Situated Pedagogy of Creativity.’ Special Issue Journal of Psychology of Aesthetics, Creativity & the Arts. 9:2 pp152-160.

Radclyffe-Thomas, N. (2014) ‘Is Creativity Lost in Translation? A Discussion of the Cultural Underpinnings of Creativity’. Special Edition JOMEC (Journalism, Media and Cultural Studies).

Radclyffe-Thomas, N. & Radclyffe-Thomas, B. (2015) ‘The New Shanghai Xiaojie: Chinese Fashion Identities.’ Journal of Fashion Studies, 2:1 pp 43-62.

Radclyffe-Thomas, N. (2014) ‘Conquering Fashions: How Fashion met the Challenge of War’. Second time around: The reuse and restyling of clothing. West of England Costume Society Study Day.

Media Coverage
Asian influence in fashion with Natascha Radclyffe-Thomas TRT World Published on Nov 23, 2017 BBC News Business How a Welsh jeans firm became a cult global brand By Will Smale and Greg Brosnan 13 December 2017.
Country Focus
UK, China including Hong Kong
Expertise by Geography
Asia, British Isles, China, East Asia, England, United Kingdom, Vietnam
Expertise by Chronology
19th century, Early Modern, Modern, 20th century, 21st century
Expertise by Topic
Economic History, Environment, Higher Ed, Material Culture, Pedagogy, Women, World War II