A Professor in Marketing and Sustainable Business, Natascha is a researcher, Senior Fellow of the HEA and National Teaching Fellow with a background in luxury fashion and intercultural creative education. Her research focuses on sustainable fashion and conscious consumption including cultural heritage, social enterprise and the intersection of sustainable fashion practices and wellbeing. Natascha was Principal Investigator on the research project ‘“Wow! I did this!” Making Meaning through Craft: Disrupting the Craft Canon’ that developed a Living Lab methodology to measure the cultural value and wellbeing attached to craft by racially minoritised communities.