Rachel Matthews

Rachel Matthews is Senior Lecturer and Programme Leader for Fashion Business courses at Manchester Fashion Institute, specializing in fashion communication and consumer culture. Her research examines fashion mediation, brand narratives, and sustainable consumption practices.

Matthews' interdisciplinary work investigates how fashion discourses shape consumer behavior and brand perceptions, with particular focus on digital mediation, cultural appropriation in fashion, and sustainability communication. She employs discourse analysis methods to study fashion media and brand communications.

Her current research explores the role of social media influencers in sustainable fashion advocacy and the impact of digital twins on consumer perceptions of fashion products.