Madeleine Marcella
Title: Dr
First Name: Madeleine
Surname: Marcella-Hood
Position: Lecturer
Telephone: +44 (0)1224 263893
Linkedin: LinkedIn Icon

Duties and Responsibilities

Madeleine is Head of Year 1 for the BA (Hons) Fashion Management course at Robert Gordon University. 

She coordinates the Fashion Business module, which aims to introduce students to the study of fashion, exploring its history and evolution throughout the 20th century. 

She also coordinates Managing in the Creative Industries, which is delivered to first year Fashion Management, Events Management, PR and International Tourism Management students. This module aims to introduce students to the basic principles and theories of management in a creative context and includes a live project element in the form of a fashion exhibition event.

Academic Background

Madeleine’s PhD explored the construction of Scottish identity amongst fashion and style influencers on Instagram.

PG Cert Research Methods (Robert Gordon University, 2016)

Fellow of the Higher Education Academy

MSc Project Management (Robert Gordon University, 2013)

APMP (Association for Project Management, 2013)

First Class BA (Hons) Corporate Communication (Robert Gordon University, 2009)

Research Interests

Madeleine won an IFFTI initiative award in 2019 for her research into Scottish identity and fashion.

Madeleine has published research exploring the use of project management tools and techniques amongst fashion SMEs in the North East of Scotland. Scottish fashion and the issue of contemporary Scottish identity are areas of interest. 

Madeleine’s PhD explored the construction of Scottish identity amongst fashion and style influencers on Instagram.

In addition, she supervises undergraduate and postgraduate dissertations, predominantly in the areas of fashion communication and social media. 


Marcella-Hood, M. (2020). Instagram versus reality: the design and use of self-curated photo elicitation in a study exploring the construction of Scottish identity amongst personal style influencers on Instagram. Qualitative Research, online first.

Marcella-Hood, M. (2020). Scottish fashion influencers: constructing a style identity on Instagram, International Journal of Fashion Studies. 7(1), pp. 73-96.

Marcella-Hood, M. (2019). Scottish style: the construction of national identity and place amongst Scottish fashion influencers on Instagram. Presented at the 21st International Foundation of Fashion Technology Institutes (IFFTI) annual conference 2019 (IFFTI 2019): fashion ID, 8-12 April 2019, Manchester, UK. Manchester: Manchester Fashion Institute [online], paper 151. Available from:

Marcella-Hood, M. (2019). Exploring contemporary illustrations of Scottish identity through a study of Scottish fashion influencers on Instagram. Scottish Affairs, 28(4), pp. 367-394.

Marcella, M. and Rowley, S. (2015). An exploration of the extent to which project management tools and techniques can be applied across creative industries through a study of their application in the fashion industry in the North East of ScotlandInternational Journal of Project Management, 33(4), pp.735-746.  

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