William A. Cantú is a teaching assistant at IPAM LisboaIADE - Universidade Europeia, Portugal, and invited lecturer at MSKPU, Poland. At the University of Lisbon, he is a PhD student in the program of Culture and Communication (Trends Studies); researcher at CEAUL and member of the Laboratory of Trends and Cultural Management. At Universidade Europeia, he is associate researcher at IPAM Lab Lisboa, assistant researcher at UNIDCOM and was the coordinator of the Pre-University Programme. He holds a Master in Design and Visual Culture from IADE – Creative University and a BA in Design. His main research interests are related to Trend Studies; Coolhunting; Cultural Mediation; Strategic Communication; Visual Culture; Fashion Theory and Branding. He has published articles on Consumer Culture and Trend Studies, highlighting three book chapter on Brand Culture, Fashion and Trend Studies published by Springer. He has been participating in research projects while developing activity as an independent designer and lecturer. As an independent designer, he developed projects from several countries, which brought him closer to the universe of entrepreneurship, creativity and innovation. He is the author of a book about trends (Trend Studies and Branding), which is the result of his master research regarding trends, fashion branding and communication. Also, he has been curating diverse exhibitions and has been participating in various artistic projects.

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