Meet our staff

Penelope Norman

Course Leader, MA Digital Fashion Innovation | Senior Lecturer, BA (Hons) Fashion | Innovation Project Development Lead, Arts University Bournemouth and AUB Innovation StudioMA, PGCE-FE, BA
Email me: pnorman@aub.ac.uk

Overview

Penelope Norman is a pioneering force in digital fashion, serving as Course Leader for the MA Digital Fashion Innovation at Arts University Bournemouth (AUB) and as Innovation Project Development Lead at the AUB Innovation Studio. With a strong specialisation in 3D body scanning, digital pattern making, and sustainable fashion practices, Penny is dedicated to advancing the future of fashion through cutting-edge technology and ethical design methodologies.

As a representative of UK higher education at the CLO3D Academic Summit, Penny has shared valuable insights on the integration of digital fashion within both academic and industry contexts. With extensive experience in inclusive fashion, she is committed to developing ethical, sustainable digital pathways that drive positive change in the fashion industry.

A key focus of her work is leveraging technological advancements to drive social and environmental impact. With 80% of environmental impact occurring at the design stage, Penny strives to support designers in implementing digital methods that foster sustainability. Through her role at AUB’s Innovation Studio, she advances knowledge exchange, enhances digital design and production development, and contributes to creating inclusive and connected digital sizing systems—reducing over-sampling, minimising dead stock, and improving the overall user experience.

Beyond research and teaching, Penny actively secures grant funding and contributes to project bids with UKRI and other funding bodies. She plays a vital role in AUB’s innovation team, bridging academia and industry to unlock new opportunities for collaboration and meaningful change in digital fashion.

Headshot of Penny Norman, Award Leader

Contact:

Name: Penelope Norman she/her
Email: pnorman@aub.ac.uk
Phone: 07817638745
ORCID ID: 0009-0009-1376-5022

Qualifications

Qualifications

  • BA (Hons) Fashion Design and Technology
  • MA Digital Fashion Innovation - Distinction

Teaching Qualification

  • PGCE-FE

Teaching

  • Course Leader – MA Digital Fashion Innovation
  • Senior Lecturer – BA (Hons) Fashion
  • Supervision – MRes

Courses

Research

Research Interests and Projects

Recent research, published in the inaugural edition of the 3D Body Technology Journal, explores how digital techniques can enhance flawed sizing systems, reducing waste and returns while improving customer experience. Penny’s work has expanded to include the ethical and creative applications of AI in fashion workflows, with a particular focus on digital avatars and their role in the evolving fashion landscape.

https://doi.org/10.15221/24.46

Implementing Digital Fashion Pedagogy to Drive Sustainable Practices in Undergraduate Fashion Design Curriculum: Research Paper co authored internationally by Penelope Norman, Divya Jaitly and Anwar Khan

Atlas International Design Conference held on 1–2 September, 2023. https://www.atlasuniversity.edu.in/designconference2023/

Research Supervision

  • Supervision Master of Research. AUB students (MRes) 2023 to date.

My Research Gallery

Professional Engagement

In her role at the AUB Innovation Studio, Penny fosters academic and industry collaborations that propel innovation and impact. She is currently supporting AUB’s first Innovate UK Knowledge Transfer Partnership with Thrudark, where she leads initiatives in digital fashion, 3D scanning, virtual production, AI, biometric data, and body scanning technologies. Her industry expertise spans years of working with renowned brands such as Anna Scholz and Turnbull & Asser, alongside academic and research collaborations with Burberry, Vivienne Westwood, and Thrudark.

Bringing over 20 years of industry experience into fashion curriculums, Penny is committed to shaping a new generation of digital, sustainable, and innovative fashion graduates. She works closely with international universities to develop shared sustainable design curriculums and consults with industry partners on integrating digital fashion practices, VR showrooms, and sustainable, inclusive methodologies into production cycles.

Conferences and Panels

Creative and Digital Industries Conference 2024, Battle Lab, Dorset Innovation Park. Conference presentation: Collaborative Pathways to Industry Innovation.

https://www.thecollege.co.uk/college/news/creative-and-digital-conference-at-battlelab-held-at-dorset-innovation-park-connects-likeminded-professionals-in-key-networking-event

Integrating bespoke avatars into digital fitting methods to improve, fit and sustainability Penelope Norman

Atlas International Design Conference held on 1 & 2 September, 2023. https://www.atlasuniversity.edu.in/designconference2023/

Panel Member New Codes

As the industry changes at an ever more rapid pace, Michael Chung, CEO BrandEd (with Conde Nast College of Fashion & Design, New York Times School of Journalism, Sotheby's School of Art in its portfolio) chairs a discussion on how best to equip our young people with the skills they need to thrive in the emerging digital-first environment. Oct 2023

Clo Academic Month 2023 - Representing uk digital fashion in education.

&list=PLqL8Ymi3Z68C74FyWa3u53b4ERGh_Opp0&index=13

My Professional Engagement Gallery

Awards and Prizes

Notable awards/prizes

Grant Funding

InnovateUK Knowledge Transfer Partnership Round one 2024–2025

Memberships

Professional Memberships

AUB Environment and Sustainability Committee member

The purpose of Environment Committee is to monitor and promote sustainability in all its aspects by identifying, raising awareness of and championing good practice in environmental management and the use of non-renewable resources, and make recommendations to relevant committees.

Media Coverage

My Media Coverage Gallery