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I'm Marsaili Mainz, an ESRC-funded PhD Candidate at the University of Strathclyde, Business School, Marketing Department.  I research consumer culture and the commercialisation of motherhood. I am also a photographer of 20-plus years.

Latest News

  • Highly Commended in The Image of Research, University of Strathclyde Competition, 2024,

  • Presenting at Gender, Markets, Consumers (GENmac) Conference, June 2024 Edinburgh.

  • 1st place in recognition of an outstanding Doctoral Colloquium poster at the 11th International Research Conference in Marketing, at the University of Strathclyde Business School, 2024.

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Research Focus: Unmasking Feminine Ideology in Consumer Culture, Markets, and Consumption through the lens of the  Fashion-Celebrity-Media
alliance using Visual Methodologies.

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From pioneering fast fashion strategies at Amazon and celebrity marketing photography at Getty Images to spearheading digital e-commerce and marketing campaigns. My journey over two decades has converged; as a Consumer Culture PhD researcher, I critically analyze gender and race representations in visual culture while also critiquing the pervasive influence of celebrities and the mimicry of consumption.


I navigate the intricate intersections of media, neoliberal feminism, and identity. Focusing on the commercialisation of motherhood identity projects. As a result, consumption practices become critical to understand and analyse.


I'm on an ambitious mission to reframe and evolve the narratives surrounding the fashion-celebrity-media alliance and its impact on mothers' identities and consumption practices.


Join me on this enlightening journey. Together, we can shape a new vision for sustainability and mindful consumption.

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Highly Commended of Preserving our Planet category showcasing research focused on lessening the impact of human activities on the environment.

Dressing Our Way To Extinction II

Funding: Economic and Social Research Council (ESRC)


This image reveals the stark dichotomy between the glamour of fashion and its hidden repercussions. This research explores how the fashion industry impacts environmental degradation and the pressure of self-presentation projects under the pursuit of perfection perpetuated by the media-fashion-celebrity alliance. The challenge lies in unravelling these complex connections to illustrate why reforming our consumption habits is vital for a sustainable and equitable future.

Marsaili Mainz_Runner Up Images of Research, University of Strathcylde, 2023

Winner of Responsible Research Category at the Images of Research, 2023: Hope for Humanity Engage Event at the University of Strathclyde.


Dressing Our Way to Extinction I

The rise of fast fashion has fuelled mass
 consumption and a thoughtless throwaway attitude towards clothing. Responding to the demand it has created, the fashion industry churns out cheap clothing at a huge cost to the environment. Our research aims to break the vicious cycle; by empowering the consumer with knowledge and the ability to reduce demand, the industry could be forced to adopt a more sustainable approach to fashion.

Image: © 2023 Marsaili Mainz.  Collaborators: Retoucher: Damian Shields. The Model Team. Main Model: Anna Freemantle.

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First Place Certificate for Outstanding Doctoral Colloquium Poster, May 2024


​At the 11th International Research Conference in Marketing, at the University of Strathclyde, Business School.

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