'In Fashion Advertising and Public Relations: A Historical and Sociological Perspective, Dr. Martina Topić-Rutherford grounds readers in a thorough understanding of the business of fashion. Through her extensive research, she demonstrates why education in the history and industry itself is critical to effective advertising and public relations. I found Chapter 3 to be quite fascinating, which provides a detailed history of 100 years of fashion trends. I also appreciated the fact that her book includes specific, engaging class activities to contribute to learning. This book will be an excellent resource for public relations and advertising students as well as apparel design and merchandising programs. After reviewing the book and the class activities, I wanted to be a student in Dr. Topić-Rutherford's class.'Marlene S. Neill, Professor, Baylor University, US'By writing this book, Martina Topić-Rutherford has joined an elite group of authors who can write with passion and, at the same time, are experts in their subject areas. By invoking a sociological lens, the book explains the role of PR in the fashion industry in its context: without the history, the changes in society, and the evolutions of habits (and the habitus), practicing fashion public relations would be impossible. That is why Fashion Advertising and Public Relations: A Historical and Sociological Perspective is an essential resource for PR students and fashion enthusiasts. Everyone already involved in fashion PR professionally should read this book, too. For them, the book will be an ultimate source of knowledge, providing an industry-standard practical insight. Martina has achieved one additional goal. After reading the book, you will see that the gap between the theory and the practice of PR becomes smaller.'Michał Chmiel, Senior Lecturer, Royal Holloway, University of London, UK'This is such a fascinating read, providing a captivating incursion into fashion advertising and public relations through a historical and sociological lens. This interdisciplinary perspective makes the whole journey of reading the book worthwhile, more so as it provides critical guidance and commentary. The Reflection boxes are particularly interesting, extremely useful either as individual reflection moments or class exercises. This book is a must-have for any communication student interested in fashion, as well as for any fashion enthusiast interested in communication!'Anca Anton, Associate Professor, University of Bucharest, Romania'The textbook Fashion Advertising and Public Relations: A Historical and Sociological Perspective, authored by Martina Topić-Rutherford, is an exciting journey into the world of fashion and fashion communication. It's a fascinating read that will interest not just students and academics but also fashion enthusiasts, journalists, and professionals. The book isn't just about how to communicate in fashion; it's about understanding the industry's rich history and trends, with special emphasis on distinctive advertising and PR practices in fashion. This textbook is a valuable resource that successfully bridges the gap between theory and practice, making it a must-read for anyone with an interest in the dynamic world of fashion communication.'Mirela Holy, Professor, Institute for Migration Research and VERN’ University, Zagreb, Croatia'A historical and sociological exploration of fashion history within the context of media, advertising, and PR industries, Fashion Advertising and PR: A Historical and Sociological Perspective, provides a wealth of resources and increases students’ knowledge of the fashion industry and its distinctive practices. Using a mix of journalistic and academic styles, and drawing on sources from academia, popular culture, research archives, and fashion magazines, this textbook will keep readers engaged and eager to learn more. Martina Topić-Rutherford provides readers with a wealth of knowledge and sources for further exploration. She meets her unique textbook objective of creating cultural capital for those who want to work in the fashion industry but don’t know where to start.'Ioannis Kostopoulos, Reader in Digital Marketing, Liverpool John Moores University, UK'Dr. Martina Topić-Rutherford creatively interweaves powerful industries – fashion, advertising, and PR – opening a new niche that successfully bridges academic insight with real-world business practice. Written in an inspired style and enriched with visual appeal, this groundbreaking textbook is an invaluable guide for students, lecturers, and practitioners alike. Thanks to its relevance and breadth, the book will also resonate with readers beyond academic and professional circles.'Marija Geiger Zeman, Senior Research Scientist, Institute of Social Sciences Ivo Pilar, Zagreb, Croatia'In "Fashion Advertising and Public Relations: A Historical and Sociological Perspective", Dr. Martina Topić-Rutherford critically examines the role of PR and its influence on the fashion industry for over a century. It is brilliantly presented through an interdisciplinary lens that examines the industry’s intersection with feminism, technology, social class, luxury branding, and the ever-shifting sources of social power. Readers will gain a profound understanding of why, and most importantly how the fashion industry has changed since the turn of the 20th century.'Kenneth Henrie, Assistant Teaching Professor of Marketing Penn State, University-Greater Allegheny, US'This book is a significant and timely contribution that addresses a long-standing gap in the study of Fashion PR. Beyond emphasizing the central role of PR and advertising in the fashion industry, it offers a compelling sociological perspective that deepens our understanding of the field. Its historically grounded analysis is both original and rigorous, while the carefully curated case studies provide invaluable opportunities to bridge theory and practice. A highly commendable addition to academic scholarship and professional development alike.'Anastasios Theofilou, Principal Academic in Public Relations, Bournemouth University, UK
