Alexandra Cruchinho is a Full Professor and Researcher at the School of Communication, Architecture, Art and Information Technologies of the Lusófona University o- Centro Universitário de Lisboa, since January 2021. She is an integrated researcher at the Centre for Research in Applied Communication, Culture and New Technologies (CICANT) DOI 10.54499/UIDB/05260/2020 (https://doi.org/10.54499/UIDB/05260/2020). She completed her PhD in Textile Engineering – Design Management, at the University of Minho, with a dissertation on “Design – The continuous construction of competences”, in December 2009. She completed a Master’s degree in Art Theory at the Faculty of Fine Arts of the University of Lisbon and a degree in Visual and Technological Education, Primary School Teachers, at the School of Education of the Castelo Branco Polytechnic Institute, in 1999. She undertook international training in Art Direction for Fashion at Central Saint Martin’s – University of the Arts London. She has been teaching in higher education in the area of Design, Fashion Design and Photography since 1999. Since 2000, she has been coordinating different 1st and 2nd Cycle Studies, namely in the areas of Design, more specifically in the area of Fashion Design. She is currently the director of the BA and MA in Fashion Design and Production at Universidade Lusófona – Centro Tecnológico de Lisboa and the BA in Fashion Design and Production at Universidade Lusófona – Centro Universitário do Porto. Since 2000, she has coordinated several initiatives in the area of Fashion, namely the organisation of Fashion Shows, both at the academic level and at the professional level with several national designers in the main fashion weeks. Her photography work, both fashion and artistic, has also been a constant feature of her professional career. Her line of research is directed towards Fashion Design – Production, Fashion Photography and Editorial, Contemporary Fashion Design, Cultural heritage and sustainability in fashion. In the areas of intervention and research, she has been invited to take part in thematic panels, round tables, moderations and is a member of the Scientific Committee of various national and international conferences.