Olga Gurova

olga.gurova@laurea.fi

+358 50 436 9318

Unit

Master's Degrees

About me

Olga Gurova, a sociologist by background, is a Principal Researcher specializing in the circular economy and consumer citizenship. Her research interests include sustainability, markets, consumption, and fashion, as well as a broader set of issues related to diversity, equity, and inclusion, and social justice. She enjoys working on large-scale applied projects with various stakeholders from industry, municipalities, and communities.

Education

PhD (Cultural Studies), MA and BA (Sociology)

Projects

Baltic2Hand

VISU: The village of sustainable clothing

Publications

Articles in peer-reviewed journals

Aliabieva, L., Gurova, O., & Kucher, I. (2025). Mending Matters: Cultures and Contexts of Clothing Repair. Fashion Theory. 29(7), 889-897 (Editorial introduction to special issue) https://doi.org/10.1080/1362704X.2025.2574160
Gurova, O. (2024). Practice theory approach to Gen Z’s sustainable clothing consumption in Finland. Young Consumers, 25(3), 289–307.
Vänskä, A., Mickelsson, S., Morozova, D., Härkönen, H., Gurova, O., & Pirjatanniemi, E. (2023). Arctic childhood in data-driven culture: Wearable technology and children’s right to privacy in Finland. Critical Studies in Fashion and Beauty, 14(2), 263–285.
Vänskä, A., & Gurova, O. (2022). The Fashion Scandal: Social media, identity and the globalization of fashion in the 21st century. International Journal of Fashion Studies, 9(1), 5–27.
Morozova, D., & Gurova, O. (2022). How the Practice of Commercializing Comes Together and Falls Apart in a Market of Wearable Technologies. Journal of Consumer Culture, 22(3), 674–691.
Morozova, D., & Gurova, O. (2021). Being like Others Versus Being Different: Wearable Technology and Daily Practices of Consumers 50+ in Finland and Russia. International Journal of Consumer Studies, 45(6), 1335–1356.
Gurova, O. (2021). In Search for a Moneymaking Machine: Policy Towards Fashion in Finland. International Journal of Fashion Studies, 8(1), 45–66.
Gurova, O. (2021). Many Faces of Patriotism: Patriotic Dispositive and Creative (Counter-)Conduct of Russian Fashion Designers. Consumption, Markets & Culture, 24(2), 169–193.
Gurova, O., Merritt, T., Papachristos, L., & Vajakaari, J. (2020). Sustainable Solutions for Wearable Technologies: Mapping the Product Development Lifecycle. Sustainability, 12(20), 8444.

Book

Vänska, A., & Gurova, O. (2024). Understanding Fashion Scandals: Social Media, Identity and Globalization. London: Bloomsbury Academics, 248 p.

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