To begin my Intercultural Fashion assignment, I have been delving into research studies relating to cross-cultural fashion and their prominence in an ever globalizing world. Particularly insightful studies relating to this subject are those by writer Ted Polhemus. ‘Exploring Cultural Heritage in a Global World’ (Brand, 2006) brings to life the idea that both regional and national brands are ‘ethnographic sketches’ or projections of alternative, hypothetical ways of life.
Indian designer Manish Arora believes that fashion should be rooted in local culture yet fulfill international taste criteria. He achieves this by using bright colours reminiscent of Sari’s, India's national costume. He also combines parodies of Indian popular culture with clothing- however the silhouette and form of the designs adheres to international fashion trends, such as basic, western T-shirt. The result is a mix of Indian details and youthful clothes in accordance with the latest international trends in fashion.
Above: Manish Arora, Autumn/Winter 2015-16 (Stylep, 2015)
Manish Arora demonstrates that his roots are a vital part of distinguishing his brands image – and the separation him brand and an international fashion market. His designs simultaneously create an appeal for the cultural designs, yet also create somewhat of a ‘mythical expectation’ which separates India from other cultures – a Utopian vision.
It is this concept of geographic brands within a global market which has enabled me to grasp an understanding of why Japanese consumers desire typically English fashion products.
REFERENCES
Brand, J., Teunissen, J., & Centraal Museum. (2006).Global fashion, local tradition: On the globalisation of fashion (2nd ed.). Woodbridge;Warnsveld;: Terra - Lannoo.
Stylep, 2015. Manish Arora, Autumn/Winter 2015-16 [Image]. Retrieved from http://www.stylep.com/paris-fashion-week-manish-arora/.
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