Olga Gurova

Dr. Olga Gurova

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Research Focus & Metrics

Academic Career Length

11Years (2016-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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14 October 2020 in Sustainability
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Journal Article
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OGOlga Gurova
Olga Gurova
TMTimothy Robert Merritt
Timothy Robert Merritt
EPEleftherios Papachristos
Eleftherios Papachristos
JVJenna Vaajakari
Jenna Vaajakari
Wearable technologies involve the integration of technology into clothing or accessories to bring new functionalities for people on the move. Many examples of wearables are emerging, from simple fitness tracking watches to electronics deeply embedded into garments for multi-touch sensing and control for personal music players. Without careful development, wearables can have a negative impact on the environment due to increased production of electronic components, increased e-waste from abandoned devices, and increased energy usage. We examine environmental sustainability issues through a review of recent research and cases across three broad areas including the fashion industry, information and communications technology (ICT), and wearable technologies. In the analysis, we examine stages in the product life cycle and identify the unique issues for each sector, including the extraction of materials, production process, distribution of products, use, and disposal of products that have reached the end of their life. The findings are gathered as implications for design so that researchers, educators, designers, developers, and product managers will gain an overview of the issues related to environmental sustainability. Related examples of products and prototypes are provided to enable informed choices during the design and development of wearables that are more environmentally sustainable.

19 February 2024 in Young Consumers
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Journal Article
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OGOlga Gurova
Olga Gurova
Purpose: This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation. Design/methodology/approach: This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data. Findings: This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion. Practical implications: The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop. Originality/value: The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.

15 September 2016 in Journal of Consumer Culture
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OGOlga Gurova
Olga Gurova
DMDaria Morozova
Daria Morozova
This article takes the idea of a critical approach to sustainable fashion and applies it to the practices of clothing designers and seamstresses in the Kallio neighborhood of Helsinki, Finland. These practices are described by the umbrella term “sustainable fashion.” The main questions are how do clothing designers and seamstresses practice sustainable fashion, what challenges do they face, and how do they interpret these challenges. The article offers an empirical definition of “sustainable fashion,” discusses innovative practices of sustainable fashion design in an urban context, considers the tensions within this production concept, and examines ways in which designers address and resolve such tensions. The article contributes to the discussion of a critical approach to fashion, sustainability, and entrepreneurialism in contemporary urban culture.

26 January 2021 in International Journal of Consumer Studies
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DMDaria Morozova
Daria Morozova
OGOlga Gurova
Olga Gurova

12 June 2018 in Cultural Studies
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Journal Article
Open access
OGOlga Gurova
Olga Gurova
DMDaria Morozova
Daria Morozova
This article explores the careers of young fashion designers as entrepreneurs in Russia. It discusses entrepreneurial experiences and labour practices of fashion designers in the context of precarity: that is, the structural conditions characterized by a lack of social, economic and emotional security caused by a shift of responsibilities for the labour market from the state to the citizens. The article takes the perspective of designers’ agency and answers the question of how young fashion entrepreneurs deal with such structural conditions using state support, community support, organizational practices and emotional management. The article also focuses on creative labour in the broader context of the circumstances of a creative class in an authoritarian state. We argue that in today’s Russia, the discourse on the creative class is perhaps more important than the discourse on precarity, since belonging to the creative class is a source of political identity for fashion designers. The issue of precarity, then, can become a further basis for solidarity and political action. The research draws from 21 in-depth interviews with fashion designers and experts conducted in the cities of Moscow, St. Petersburg and Novosibirsk between 2015 and 2016.

1 April 2022 in International Journal of Fashion Studies
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Journal Article
Closed access
AVAnnamari Vänskä
Annamari Vänskä
OGOlga Gurova
Olga Gurova
During the latter part of the 2010s, many fashion brands – e.g., Gucci, Burberry, Dolce & Gabbana, Prada, Dior – have been caught up with scandals and called out for racism, cultural appropriation and other types of insensitivity towards vulnerable groups. This article will unpack, through critical analysis of some of these examples, the changing landscape of the ‘fashion scandal’ in the late-2010s. We understand fashion scandals as the fuel of fashion. They are debated in social media and they are controversial actions, statements or events that cause strong emotional responses. Even though scandal has been proven effective in fashion marketing for decades, and despite it is still frequently used, there might be a change on the way. Our examples suggest that with the rise of social media and its so-called ‘citizen journalism’ the tactics of creating scandals may have lost their lustre and can easily turn against the brand. We will also discuss new tactics that brands have adopted to escape undesired scandals by establishing new roles such as the ‘diversity consultant’.