A Visionary in Fashion and Lifestyle Culture
Prof. Dr Eugenijus Skerstonas, an expert in lifestyle culture and a prominent academic, has dedicated over a decade to shaping the future of fashion professionals at Kazimieras Simonavicius University (KSU). His insights and passion have not only influenced students but also elevated the discussion about fashion in Lithuania.

Fashion is a phenomenon that evokes wonder and admiration, says Prof. Skerstonas, reflecting his deep appreciation for the transformative power of fashion. As the author of ten books on lifestyle culture and a public intellectual, he brings a wealth of knowledge and enthusiasm to the classroom.

Encouraging an Appreciation for Appearance
The professor advocates for a nuanced understanding of fashion’s role in society, countering the perception of it as superficial. “Our behaviour and appearance are important. If we wish to present ourselves as true Europeans, we must encode this aspiration in our attire,” he explains. He believes appearance reflects a nation’s identity and economic standing, asserting, “The better we look, the better we live.”

While he observes significant improvements in how Lithuanians dress, Prof. Skerstonas encourages further efforts. He also applauds young people for seeking individual styles: “Today’s youth do not blindly follow fashion trends. They create their own unique styles by incorporating elements from the past, such as Art Deco.”

A Unique Programme at KSU
The Fashion Industry programme at KSU stands out for its innovative and holistic approach, covering rarely taught subjects such as fashion psychology, appearance culture, and costume history. “Our thematic coverage is extensive. At KSU, we address topics that are not discussed in other universities’ programmes,” says Prof. Skerstonas.

He is particularly proud that the programme was accredited for seven years in 2024, calling it “a significant recognition of our maturity and competitiveness in the European higher education context.” Students who have experienced fashion education abroad have often noted that KSU’s programme is “more engaging and comprehensive.”

Preparing Specialists for a Dynamic Industry
The programme focuses on communication, business, and marketing aspects of fashion, preparing students for diverse roles in advertising, personal styling consultancy, and management. Prof. Skerstonas emphasises the industry’s growing demand for specialists who can analyse consumer behaviour, understand fashion trends, and apply fashion psychology.

“We talk extensively about consumer behaviour research and fashion psychology, preparing specialists who are already in demand. These professionals are crucial for working with renowned global brands in Lithuania,” he explains.

He also sees potential for collaboration with major retail chains, which, in his opinion, should play a more active role in shaping the industry. “It’s hard to understand why major shopping centres are not active social partners. They could contribute to shaping the profiles of specialists and provide employment opportunities“.

Facing Global Challenges in Fashion
As the fashion industry faces issues such as sustainability, overproduction, and climate change, Prof. Skerstonas underscores the role of universities in preparing specialists who can adapt to these challenges. “Universities must collaborate closely with strong commercial sectors to ensure graduates are equipped to meet the demands of the evolving job market,” he says.

Discover more about the innovative Fashion Industry programme at KSU and explore how it prepares students for career opportunities in one of the world’s most dynamic industries by visiting KSU’s Fashion Industry programme.