Sharon Hughes

Dr Sharon N Hughes

Senior Lecturer

Department of Fashion , School Of Arts And Creative Industries

With over 20 years of experience in fashion marketing and brand management, Sharon has worked with fashion brands and retailers such as Chanel, Jeffrey Campbell, Macy's, and Limited Brands. She is also an internationally recognised speaker, and former lifestyle and inspiration writer for the award-winning blog, Career Girl Daily. Sharon currently consults with boutique brands globally in marketing strategy and brand design through her consultancy, Global Enterprise Marketing and Management.

As a fashion studies educator since 2011, she has worked with colleges and universities in the UK, US, Indonesia, Portugal and Dubai with a speciality in digital marketing and communications, and innovation and technology. Moreover, she is quite passionate about critical studies in fashion and beauty.

Areas Of Interest

  • Exploring black and brown narratives in fashion and arts curriculum
  • The evolution and evaluation of Black Beauty
  • Cultural production of black female fashion and beauty consumers
  • Digital media influence on race and gender
  • Sociology of black fashion consumers
Sharon Hughes

PUBLICATIONS

Academic Journals

  • Black Beauty: Views, Perspectives and Representations. Critical Studies in Fashion and Business (Special Issue). June 2025.

Articles (Online and Print)

  • The history of Black British fashion is explored in an exciting new exhibit. The Conversation. September 2023
  • Raf Simmons to close: a fashion marketing expert explains how it lost relevance. The Conversation. December 2022.

Book Section

  • Mitterfellner, Olga.(2019) Fashion Marketing and Communication: Theory and Practice Across Fashion, Case Study: Marketing Strategy of Donna Sharp. Routledge.   

TEACHING

BA (Hons) Fashion Marketing and Communication

Shape trends and transform brands with BSc (Hons) Fashion Marketing at the University of East London. Explore comprehensive courses for aspiring fashion marketers.

Find out more about fashion marketing

Publications

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