Expertise

Feel free to contact me for comments within my areas of expertise: circular economy, sustainability, consumption and consumers, fashion and textiles.

Most recent presentations (please feel to invite me to present on these topics)

Publications aimed at general public

(based on my film, interviews, presentations or articles)

Kortesalmi M., Gurova O., Maamies T., Pöyry P. & S. Vassinen (2024) ’Mikä mukavalta tuntuu’ – nuorten aikuisten pohdintoja kestävästä vaatetuksesta (‘What feels comfortable’ – young adults’ reflections on sustainable clothing), Laurea Journal, https://journal.laurea.fi/mika-mukavalta-tuntuu-nuorten-aikuisten-pohdintoja-kestavasta-vaatetuksesta/#e3500de8

Pöyry P., Gurova O., Kortesalmi M., Maamies T. & S. Vassinen (2024) Kestävän vaatetuskulttuurin edistäminen vaatii muutoksia systeemisellä tasolla (Promoting sustainable clothing culture requires changes at systemic level), Laurea Journal, https://urn.fi/URN:ISBN:978-951-799-708-9

Kuuluvainen S., Antola S. & O. Gurova (2024) Mitä asiakkaat haluavat tekstiiliteollisuudelta – secondhand-kuluttajapersoonat valottavat asiakkaiden tarpeita (What customers want from the textile industry – secondhand consumer personas shed light on customer needs), https://urn.fi/URN:ISBN:978-951-799-708-9

Svaetichin K. (2024) Vi är moralpoliser som styr med våra likes och pengar: Så uppstår en modeskandal (A moral police ruling with likes and money: This is how a fashion scandal arises), YLE, https://svenska.yle.fi/a/7-10064191

Prits E., Gurova O. (2024) Crafting Consciousness in Fashion: An Upcycling Workshop for Gen Z, Laurea Journal, https://journal.laurea.fi/crafting-consciousness-in-fashionan-upcycling-workshop-for-gen-z/#0e531d5f.

Prits E., Gurova O., Kortesalmi M. (2023) Design thinking workshop as an educational nudge for sustainable fashion consumption, Laurea Journal, https://journal.laurea.fi/design-thinking-workshop-as-an-educational-nudge-for-sustainable-fashion-consumption/#0e531d5f.

Prits E., Gurova O. (2023) Understanding Generation Z’s (un)sustainable fashion consumption: Insights from an Empathy Workshop for the VISU project, Laurea Journal, https://journal.laurea.fi/understanding-generation-zs-unsustainable-fashion-consumption-insights-from-an-empathy-workshop-for-the-visu-project/#0e531d5f.

Manakina A. (2021) Культурная аппроприация. Как избежать скандала, вдохновляясь чужой культурой (Translation of the title: Cultural appropriation. How to avoid a scandal when getting inspired by another culture?) https://beinopen.ru/special/local_cultural_appropriation?fbclid=IwAR2MYinsBsKfHFywKruURb3DpDrCvx8h4jC1oLV4egpoL0hKficqHd9PDRw

Fedorov A. (2021) Beneath the spy costumes, Black Widow tries to nail post-soviet style, GQ, https://www.gq.com/story/black-widow-post-soviet-style?fbclid=IwAR2JVaVudO-C3pPeXaF1nG3RyMTJo_tdQ4Q7ZnCqFwVreM_zW6QZIdlyfEI

Gurova O. (2020) В мире растет значимость эко-повестки. Российская индустрия с опозданием, но начинает опозновать важность sustainability (Translation of the title: The significance of sustainability grows in the world. Russian fashion industry has started to recognize it after delay), https://beinopen.institute/research/changes2020

Faaborg C. (2019) From Russia with love, Elle Denmark, http://mo.infomedia.dk/ShowArticle.aspx?Duid=e737b1e9&UrlID=6b1166c7-0e52-4fb3-bb32-3c88e33110fe&Link=

Gurova O. (2017) Как государство поддерживает модную индустрию в Финляндии (Translation of the title: How the state supports fashion industry in Finland), https://www.be-in.ru/blogs/39501-kak-gosudarstvo-podderzhivaet-modnuyu-industriyu-v-finlyandii/

Simm F. (2017) Dressed to kill …the environment, TheProspektMagazine, http://www.prospektmag.com/2017/01/dressed-kill-environment/

Gurova O., Morozova D. (2016) Interview with Hanna Riiheläinen, co-founder of R/H, http://www.be-in.ru/people/37705-hanna-riihelyajnen-soosnovatelnica-marki-rh/ (Translated from English into Russian)

Gurova O., Morozova D. (2016) Interview with Julia Männistö, founder and designer of mannisto.co, http://www.be-in.ru/people/37424-dzhuliya-myannistyo-osnovatel-marki-mannistoco/ (Translated from English into Russian).

Gurova O. (2016) В чем особенность патриотического феномена в моде? (Translation of the title: What does patriotism in fashion mean?), http://www.be-in.ru/ideas/37005-chto-takoe-patriotizm-v-mode/ 

Gurova O., Morozova D. (2016) Interview with Samu-Jussi Koski, founder and creative director of Samuji, http://www.be-in.ru/people/36981-samu-yussi-koski-osnovatel-i-kreativnyj-direktor-samuji/ (Translated from English into Russian).

Gurova O. (2016) Как развивается устойчивая мода в скандинавских странах? (Translation of the title: How sustainable fashion evolves in Scandinavia), 24.06.2016, http://www.be-in.ru/blogslist/36866-sustainable-fashion/ 

Heikkinen J. (2015) Kallio houkuttelee luovia yrittäjiä, Tieteestä & taiteesta, November 10 2015, http://tieteestajataiteesta.fi/kallio-houkuttelee-luovia-yrittajia/ (in Finnish).

Neyaskin G. (2013) “Когда я надеваю шубу, все знают, что я – русская” (Translation of the title: “When I wear a fur coat, everyone knows I’m Russian”), ru, April 2 2013, https://slon.ru/russia/mekh_brendy_i_leopardovye_printy_kak_uznat_russkogo_migranta_v_evrope-926525.xhtml (in Russian)

Abrahams M. (2006) Red stars and bras, The Guardian, Tuesday, February 21 2006,

Audiovisual materials

Artistic film “A Clothing Odyssey 2020” This is our short aspirational video is about a future of clothing and wearable technology. This artistic video was made together with visual artist Alisa Javits and PhD candidate Дарья Морозова. Unlike our previous video “Take it slow!”, which was done as a staged and scripted research-based film, this video is created as an arts-based research video, a quickly growing methodological genre that “adapts the tenets of the creative arts in social research in order to make that research publicly accessible, evocative, and engaged” (Chilton & Leavy 2014). We (Daria and me) have given to Alisa our articles, written for the project on wearable technology and sustainability, and references to prototypes of wearables developed by designers who engaged with us for this project in one or another way. We asked Alisa to use these materials for inspiration for the video. In the video you see the aspirational images created by Alisa and the real prototypes; they develop a narrative of a future of multifunctional clothing merged with technology, known as wearables.

Research-based film “Take It Slow! Sustainable Fashion for Local Community in Kallio, Helsinki”, trailer  Public screenings: Arkadia International Book store, Kallio library (Helsinki, Finland, 5.02 and 22.03.2016); Cleaning day program (Kyoto, Japan, 28.05.2016).

Public lectures

Мода для страны (Translation of the title: Fashion for a nation). Lecture at the New Holland creative space. St. Petersburg. May 2018 (in Russian).

Roundtables

Podcasts

Building ecosystem for sustainable fashion consumption culture: https://tiedejatutkimus.fi/fi/results/publication/0692016625

A talk about sustainable fashion with Olga Gurova for ‘Fashion victims’ podcast of the Fashion Theory journal https://music.yandex.ru/album/22643998/track/105026344?dir=desc&activeTab=about

Researcher’s website as a “business card”: Podcast with Olga Gurova https://podtail.com/en/podcast/-reachaaut/researcher-websites-as-business-cards-interview-wi/

Please, take a look at videos on my Youtube channel.