Ivana Simic, a graduate of the Master of Science in Business Administration with a major in Innovation Management at SUPSI, is one of the three winners of the Ticinomoda 2026 Competition, an award dedicated to the best Bachelor’s and Master’s theses in the fashion, clothing and accessories sector. Organised by the Ticinomoda association, the award recognises work that contributes to the development of knowledge and professions within the sector, supporting applied research and innovation in a constantly evolving field. Winners may choose between a cash prize of CHF 3,000 or free enrolment on a CAS course within the Master’s in Fashion Innovation programme run by Ticinomoda and SUPSI.

The awards ceremony took place on 19 May 2026 at the LAC in Lugano, as part of the Ticinomoda General Assembly, attended by leading representatives of local and international fashion companies. In this context, Ivana presented her work to the audience gathered for the occasion, outlining the results of her research and engaging with the Technical Committee and the Competition Judging Panel, comprising Marina Masoni (Chair), Giorgio Delpiano (Vice-Chair), Alberto Riva, Alessandro Vincenzi, Andreas Frei, Roberto Lombardi and Ugo Boveri.

The award-winning thesis, entitled “Fast Fashion and Impulsive Consumption: Generation Z Behaviours and Intervention Strategies” and supervised by lecturer and researcher Monica Mendini, investigates the mechanisms driving impulsive consumption among young people of Generation Z, exploring the role of social media, psychological dynamics and fast fashion marketing strategies. The work also proposes possible interventions to encourage more conscious and sustainable purchasing behaviour, offering useful insights for both companies in the sector and institutions involved in consumer education.