Biography
Emma Shaw is a Senior Lecturer in Fashion Management at Winchester School of Art, University of Southampton, and founder and designer of British sustainable fashion brand The Well Worn.
Her teaching and professional practice focus on sustainable fashion management, circular fashion, consumer behaviour, brand strategy and fashion entrepreneurship.
Drawing on extensive industry experience alongside the development of her own independent fashion business, Emma has a particular interest in how small and emerging fashion brands can combine commercial viability, distinctive brand identity and more responsible models of production and consumption.
Her areas of interest include circular business models, made-to-order and small-batch production, reuse and upcycling, repair and product longevity, sustainable materials and sourcing, consumer behaviour, brand positioning and the development of resilient independent fashion businesses.
Emma brings live industry practice into her teaching, encouraging students to connect academic theory with contemporary fashion business challenges and opportunities.