Fashion has always been a reflection of culture, heritage, and identity. For centuries, traditional attire was deeply rooted in regional customs and influenced by local craftsmanship. However, with the rise of globalisation, the world of fashion has transformed drastically. Borders no longer confine styles, and designers, consumers, and trends have become interconnected on a global scale.

Throughout the 21st century, globalisation has significantly transformed the fashion industry, influencing production, design, and distribution processes. It has also reshaped consumer preferences and cultural identities. From the popularity of Indian sarees on international runways to the fusion of African prints with Western silhouettes, globalisation has made traditional fashion a shared experience across countries. It has influenced production, distribution, and consumer preferences, making traditional attire a part of mainstream global fashion.

This article explores how globalisation is reshaping traditional fashion, highlighting both the positive impacts and the challenges it brings. It examines how cross-cultural exchange, mass production, and sustainability efforts are transforming the way people perceive and wear traditional clothing.

1. The Influence of Globalisation on Traditional Fashion

a) Cultural Exchange and Fashion Fusion
Globalisation has enabled a free-flowing exchange of cultural aesthetics, allowing designers and consumers to draw inspiration from diverse traditions. As fashion weeks in Paris, Milan, New York, and Tokyo attract global attention, they serve as platforms where traditional motifs, fabrics, and techniques are reinterpreted in contemporary designs.

Designer Adaptations: Global luxury brands often incorporate traditional craftsmanship into their collections. For example:

  • Gucci and Alexander McQueen have featured kimono-inspired robes1, blending Japanese elegance with modern Western cuts.
  • Dior collaborated with Indian artisans2 to showcase hand-embroidered gowns inspired by traditional zardozi work.

Street Style Fusion: Global Street fashion increasingly features traditional elements in modern outfits. For instance:

  • Harem pants, influenced by the rich heritage of Asia and the Middle East, have become a staple in casual Western wear, symbolising fashion freedom and individuality.
  • African fashion has made a significant impact on the global stage. Its vibrant colours and unique designs are now featured on Hollywood red carpets and Paris runways, gaining widespread recognition. African ‘dashikis’ and colourful Ankara prints are now widely worn at music festivals and street events around the world, paired with contemporary accessories.

b) Cross-Border Fashion Trends
The speed at which trends spread today is unprecedented due to social media and e-commerce. What was once considered local attire is now worn and celebrated globally.

Fast Fashion’s Impact: Global fast fashion giants like Zara, H&M, and Forever 21 mass-produce ethnic-inspired styles, making them accessible to global consumers. However, this often results in simplified, commercialised versions of authentic attire.

Celebrity and Influencer Influence: Fashion influencers, celebrities, and pop stars play a major role in popularising traditional attire:

  • Beyoncé has been actively seen wearing African-inspired prints3, boosting their visibility and desirability in Western markets.
  • For the launch of Fenty Hair, singer and entrepreneur Rihanna wore jewellery by Indian designers Manish Malhotra and Sabyasachi4, showcasing their craftsmanship while unveiling her highly anticipated haircare line.

2. The Commercialisation of Traditional Fashion

a) Mass Production and Global Distribution
Globalisation has turned traditional fashion into a commercial product, making it widely available through mass production. While this boosts its accessibility, it can sometimes reduce the authenticity and craftsmanship of the original designs. However, the focus on cost efficiency and rapid production often leads to simplified patterns and lower-quality materials, diminishing the uniqueness of traditional garments.

Fast Fashion Adaptations: Large-scale production makes traditional fashion affordable but often compromises quality. For example:

  • Mexican ponchos, once handmade by local artisans, are now mass-produced in factories overseas and sold as festival attire, detaching them from their cultural origins.
  • Indian block print kurtas, once intricately handcrafted, are now digitally printed in bulk, losing their handmade authenticity.
  • Balinese batik sarongs, traditionally made using time-consuming wax-resist dyeing techniques, are increasingly machine-printed.

Global Availability: The wide distribution of traditional fashion pieces means they are no longer confined to specific regions. This widespread accessibility allows people from different cultures to appreciate and incorporate traditional styles into their wardrobes. However, it can also lead to the commodification of cultural attire, where its historical and cultural significance is often overlooked.

  • For example, Peruvian alpaca wool sweaters, once exclusive to local markets, are now sold online by retailers worldwide, making them accessible but reducing their exclusivity.
  • Similarly, Moroccan kaftans, traditionally worn for special occasions, are now mass-produced and sold globally as casual beachwear, diminishing their cultural essence.

b) Designer Collaborations with Artisans
On a positive note, globalisation has encouraged collaborations between global designers and local artisans, giving traditional fashion exposure on an international scale. These collaborations promote cultural heritage while supporting artisan communities. By bringing local craftsmanship to global platforms, such partnerships help preserve traditional techniques and create sustainable income opportunities for artisans. Additionally, they introduce consumers to the rich history and intricate skills behind cultural fashion, fostering greater appreciation and demand for authentic handmade pieces.

Examples of Successful Collaborations:

  • Indian designer Rahul Mishra partnered with Italian luxury brand Tod's5 to highlight the value of high-quality craftsmanship by showcasing the rich artisanal heritage of both countries.
  • Chanel worked with South Indian weavers to integrate their silk patterns into haute couture collections, promoting regional textiles on the global stage.
  • For its Cruise 2020 collection in Marrakech, Dior partnered with Moroccan artisans6 to design hand-embroidered gowns. The collection combined traditional Moroccan motifs with modern high fashion, showcasing regional craftsmanship on international runways.

Economic Impact on Artisans: These collaborations create job opportunities for local artisans, allowing them to showcase their skills and reach new markets.

  • In Rajasthan, India, local block printers have gained global clients through partnerships with ethical brands, helping preserve their craft.

3. The Rise of Sustainable and Ethical Fashion

a) Promoting Fair Trade and Artisan Empowerment
As globalisation exposes consumers to diverse cultures, it has also driven awareness around ethical and sustainable fashion. Consumers are increasingly seeking products that honour and empower local artisans.

Fair Trade Practices: Brands are promoting fair trade certification, which ensures that traditional garments are ethically produced.

  • Maiyet, a luxury brand, collaborates with artisans from India, Peru, and Kenya, offering fair wages and preserving local techniques.
  • People Tree, a sustainable fashion brand, works with artisans in Nepal and Bangladesh to promote eco-friendly, handwoven garments.

Impact on Artisan Communities: Fair trade practices provide artisans with better wages, improved working conditions, and greater economic stability, helping preserve their cultural heritage.

b) Reviving Traditional Craftsmanship
Global demand for authentic, handmade pieces has encouraged governments and fashion brands to invest in reviving dying crafts. This movement ensures that traditional skills are preserved for future generations.

Efforts in India: The growing global popularity of Banarasi silk sarees has led to renewed interest in traditional weaving. Fashion houses are now collaborating with Indian weavers to bring their creations to international markets.

Peruvian Textiles: In Peru, the demand for handwoven alpaca garments has surged globally. This has allowed rural communities to sustain their centuries-old weaving practices while gaining financial stability.

4. Challenges of Globalisation on Traditional Fashion

a) Cultural Appropriation vs. Appreciation
One of the biggest challenges of globalisation is the fine line between cultural appreciation and appropriation. While designers often draw inspiration from traditional fashion, they sometimes fail to credit the cultures they borrow from. However, some brands are setting a positive example by collaborating directly with local artisans, ensuring they receive credit and fair compensation. Ulla Johnson, for example, works with traditional weavers in India, highlighting their craft in her collections and promoting the native culture.

b) Loss of Authenticity
As traditional garments become widely commercialised, they often lose their cultural and historical significance. Mass production simplifies designs, making them more marketable but less authentic.

Examples of Cultural Dilution:

  • The Chinese qipao, once a symbol of modesty and elegance, is now mass-produced into revealing dresses for fast fashion retailers.
  • Navajo-inspired prints have become generic patterns in festival clothing, removing the cultural and spiritual meanings behind the original designs.

5. The Future of Traditional Fashion in a Globalised World

a) Tech-Driven Cultural Exposure
Technology is driving the globalisation of fashion even further. With virtual fashion shows, augmented reality (AR), and digital garments, consumers can experience and wear traditional styles in innovative ways.

Virtual Fashion Shows:

  • Fashion brands are hosting digital runway shows, making traditional fashion accessible to global audiences without physical borders.
  • For instance: For its Spring/Summer 2021 collection, Dior kicked off Paris Fashion Week7 with a globally livestreamed show, reaching audiences across a dozen platforms. The event attracted an impressive 95 million viewers, significantly surpassing the 12.3 million views from the previous Autumn/Winter livestream. On social media, the show gained massive traction, amassing 27 million views on TikTok and its Chinese counterpart Douyin. The hashtag #DiorSS21 also went viral, being used 360 million times on the popular platform Weibo, highlighting the show’s widespread digital impact.

Metaverse Fashion:

  • The Metaverse offers a new space for traditional fashion, where consumers can buy and wear digital versions of cultural attire in virtual environments.
  • For instance, the 2024 Metaverse Fashion Week,8 organised by the Metaverse Fashion Council, marked a significant step in blending fashion with the virtual world. The event provided brands with a platform to engage with consumers in innovative ways and experiment with virtual products. The edition featured renowned names such as Dolce & Gabbana, Hugo Boss, Etro, Tommy Hilfiger, Philipp Plein, and others, who showcased their digital fashion collections and immersive virtual experiences.

b) Embracing Diversity and Inclusivity
As globalisation reshapes fashion, there is a stronger emphasis on diversity and cultural representation. More brands are collaborating with designers from different cultures, celebrating and respecting their heritage. This growing inclusivity is also reflected in fashion campaigns, with models of various ethnicities, backgrounds, and body types being featured more prominently.

Additionally, global fashion events are increasingly highlighting indigenous and minority designers, bringing underrepresented voices into the spotlight. The fashion industry is not only promoting cultural appreciation but also encouraging consumers to explore and value styles from around the world by embracing diversity.

Representation at Fashion Weeks:

  • Events like African Fashion Week London promote African designers, giving them a platform to showcase traditional fabrics and designs. The event also raises awareness about the importance of preserving African craftsmanship and supporting local artisans.
  • The Met Gala 2018, with the theme ‘Heavenly Bodies’9, showcased religious and cultural fashion, blending history with contemporary style. The event featured intricate designs inspired by Catholic iconography, highlighting the influence of religion on fashion through elaborate and symbolic attire.
  • New York Fashion Week has also seen a rise in inclusivity, with indigenous designers such as Bethany Yellowtail using the platform to showcase Native American-inspired collections, promoting authentic representation in mainstream fashion.