Thomaï Serdari receives the International Fashion Science Award 2024 for his contribution to the scientific study of fashion

Thomaï Serdari, an expert professor in luxury marketing and branding at NYU Stern, received the International Fashion Science Award (IFSA) 2024 in Madrid on March 13 for her important contributions to the study of fashion as a scientific discipline. This award, sponsored by Pedro del Hierro, recognizes the most influential academics who contribute to the construction of fashion as a multidisciplinary field of study.

Serdari, Academic Director of the MBA in Business: Luxury and Retail at the Leonard N. Stern School of Business in New York, has contributed to the teaching of luxury by integrating culture, design and business strategy. Her approach has been key to understanding the success of luxury brands that manage to combine cultural relevance and financial success.

"With Thomaï Serdari, we celebrate the intersection of creativity, academic rigor and strategic vision," said Teresa Sádaba, dean of ISEM and chair of the IFSA committee. "Her research and interdisciplinary approach have redefined how companies can connect with their consumers in the changing global luxury landscape."

A holistic approach to fashion

Professor Serdari, also editor of Luxury: History, Culture, Consumption magazine and creator of the popular podcast POPULUXE, shared her gratitude upon receiving the award: "Being nominated for and winning the IFSA is very exciting for me. First, because by instituting this award, a new field of research in fashion has been created. And second, because, my interest in culture and fashion has led me to approach research more holistically, without relying exclusively on data. I like to contextualize studies from different fields, and I am deeply honored to be recognized for this kind of approach."

The Jury's recognition and the collaboration of Pedro del Hierro

Since its first edition, IFSA has been possible thanks to the sponsorship of Pedro del Hierro. Laura Diaz, the brand's communication director acknowledged that "we are very proud to be able to support one more edition to the recognition and research excellence in the field of fashion for Professor Thomaï Serdari."

This award highlights the growing importance of research in fashion, a sector traditionally linked to creativity, but which is increasingly moving towards a future based on data, science and innovation.

The IFSA committee is composed of internationally renowned academics, such asTeresa Sádaba (ISEM Fashion Business School, University of Navarra), Arch. G. Woodside (Boston College, USA), Simone Guercini (Università di Firenze, Italy), Lorenzo Cantoni (Università della Svizzera italiana, Switzerland) and Francisco Iniesta (IESE Business School, Spain). A multidisciplinary panel that guarantees the recognition of research with both a theoretical and practical impact on the global fashion industry.