The first workshop in the “Pamplona es moda” series of activities was held at the University of Navarra, an “ quotation ” that brought together fashion designers, entrepreneurs, members of the Pamplona City Council, and professors and students from design.

During the session, Carlos Naya, director from the School of Architecture, focused on the cultural dimension of the fashion industry in conjunction with the launch of the Degree at design, to mark its tenth anniversary. “At the university, we seek an in-depth, academic, and cultural approach to fashion,” explained Naya.

“ design contributes to transforming the way we inhabit the planet in fields such as architecture, fashion, and design. It’s not about designing anything specific; it’s about designing everything—designing the world—in accordance with the Bauhaus’s ‘ model ’.”

Behind the Fashion Industry

For her part, Marta Torregrosa, director of ISEM and professor at the University of Navarra’s School of Business and Management ( School of Communication ), invited the audience to consider fashion from a business perspective. Within the fashion value chain, Torregrosa mentioned the “seven professions behind a technical trench coat,” ranging from the product manager—who decides what the brand sells and to whom based on the climate—to the brand manager, who is dedicated to giving meaning to brands and telling stories, thereby giving meaning to the products:

This process demonstrates that the fashion industry “brings together talent from other disciplines” and combines creative and technical profiles, allowing “dressing to be a way of inhabiting our bodies and reality”—something that is anthropologically significant, he noted.

New Business Models: “Ready-to-Wear” and “Upcycling” Trends

The session concluded with a “ colloquium ” in which the attendees participated. During the conversation, a “ discussion ” emerged regarding the future of fashion and its new business models, as well as the tensions generated by brands such as Nude Project, which combines the sweatshirt business with a podcast aimed at young people.

In addition, trends toward faster consumption—such as “ready-to-wear” and a lack of awareness about fabric quality—steered the conversation toward new forms of consumption, such as secondhand fashion and the “upcycling” of clothing.