A Terminal Marketing Perspective

Lecture by Jacob Östberg

Contemporary fashion consumption is explored by Professor Jacob Östberg through the lens of Terminal Marketing – a critical perspective that foregrounds how marketing practices increasingly confront their own limits, exhaustion, and terminal conditions. While dominant theories of fashion emphasize creativity, innovation, and the endless production of meaning and identity, this seminar asks a more unsettling question: what happens when symbolic novelty begins to wear thin? Rather than treating these dynamics as failures, they will be approached as revealing moments.

In the frame of the Critical Fashion Practices course / Clizia Moradei

As part of the research project: Denim Washing. Water Footprint and New Materialism in Fashion. PNRR Mission 4 "Education and Research" – Component 2 "From Research to Business", Investment 1.2 "Financing of Projects Presented by Young Researchers." Supported by the C.M. Lerici Foundation funding.