My Extended Project: Multicutural Fashion

Celebrities http://elle.co.za/solange-knowles-2/ -Elle Magazine SA, (November 2012) http://www.youtube.com/watch?v=1TQYv3CuCMA - Pussycat Dolls - Fashion Rocks clip, (September 2008) http://www.teenvogue.com/fashion/spring-trends/2011-01/tavi-gevinson-interviews-gwen-stefani - Teen Vogue (2011) by Tavi Gevinson http://www.maggiesemple.com/blog/2013/09/02/fashion-india-uk/ -Semple Women Fashion Stories, (September 2013) http://www.religionfacts.com/hinduism/things/bindi.htm -(2004-2014) Religion Facts http://www.youtube.com/watch?v=YNYWNe3h0xU -Selena Gomez MTV Movie Awards (2013) Magazines Zen Magazine ARISE Magazine OHM (wedding show) Magazine Asian Women Magazine Anokhi Magazine Designers Fashion the whole story - Marine Fogg (2013) The Fashion Book- Phaidon (1998) http://in.reuters.com/article/2011/02/25/uk-givenchy-lvmh-idINLNE71O02H20110225 Charmian Kok (2011) http://madamenoire.com/211551/vogues-first-fashion-week-in-africa-highlights-renewed-interest-in-the-continent/3/ ‐ Nana Ekua Brew-Hammond (2012) http://fashion.telegraph.co.uk/news-features/TMG7968011/Michelle-Obama-wears-Duro-Olowu.html Hilary Alexander (2010) Background Fashion: the whole story- Marnie Fogg The Cutting Edge: 50 Years of British Fashion, 1947-1997- Amy de la Haye (1998) http://www.emmacornes.co.uk/blog-posts/a-brief-history-of-tweed/ Emma Cornes (2013) http://www.cotton.org/pubs/cottoncounts/story/ Unknown Reference http://www.sheepcentre.co.uk/wool.htm Unknown Reference http://www.adireafricantextiles.com/res01.htm Duncan Clarke (2011) http://www.contemporary-african-art.com/african-textiles.html Bronwen Evans (2010-2013) http://www.ibike.org/africaguide/textile/textile1.htm David Mozer (1995-2014) http://blog.africaimports.com/wordpress/2008/10/african-fabrics-the-history-and-background-part-1/ Wayne (2008) http://en.wikipedia.org/wiki/Clothing_in_India Unknown Reference Jewellery https://www.google.co.uk/search?q=origin+of+south+jewelry&safe=vss&tbm=isch&source=lnms&sa=X&ei=VtVgU97mAceqO8nygZAF&ved=0CAYQ_AUoAQ&biw=1440&bih=783#q=origin+of+south+asian+jewelry&safe=vss&tbm=isch&facrc=_&imgdii=_&imgrc=SA-PqG-DYG3JSM%253A%3BwLA7pri7YMUiaM%3Bhttp%253A%252F%252Fupload.wikimedia.org%252Fwikipedia%252Fcommons%252Ff%252Ff0%252FBride_by_prakhar.jpg%3Bhttp%253A%252F%252Fen.wikipedia.org%252Fwiki%252FSouth_Asian_wedding%3B2816%3B2112 – Images of South Asian Jewellery https://www.google.co.uk/search?q=origin+of+south+jewelry&safe=vss&tbm=isch&source=lnms&sa=X&ei=VtVgU97mAceqO8nygZAF&ved=0CAYQ_AUoAQ&biw=1440&bih=783#q=origin+of+african+jewelry&safe=vss&tbm=isch&imgdii=_ -Images of African Jewellery. www.historyofjewelry.net - Guillaume Blanchard, (2004) http://www.allaboutgemstones.com/jewelry_history_early_man.html - AllAboutGemstones.com (2012) http://daagina.com/Indina_Jewellry_History.pdf - Page 1 Unknown Reference http://uk.ask.com/question/what-is-the-history-of-bead-jewelry Unknown Reference http://www.unitiqueartfromafrica.com/africa/african_jewelry_history.htm Unknown Reference In South Asian & African, is fashion westernised http://www.londonspovertyprofile.org.uk/indicators/topics/londons-geography-population/londons-population-by-ethnicity/ Trust for London and New Policy Institute (2010-2014) British Fashion Culture – Why Can’t they be Diverse? http://resources.woodlands-junior.kent.sch.uk/customs/questions/clothes.htm Mandy Barrow (2013) http://www.theguardian.com/culture/gallery/2011/jul/10/10-best-british-youth-cultures#/?picture=376607425&index=9 Wayne Hemingway, The Observer, (2011) http://www.notjustalabel.com/editorial/londons_fashion_week Clare Green (2013) http://www.nottinghampost.com/British-Fashion-Council-welcomes-cultural-diversity/story-12264698-detail/story.html This is Nottingham (2011)

South Asian Interview

African Interveiw

The initiation of the project title can from a brainstormed idea. I wanted to figure out why supermarkets like Tesco have become more multicultural but the fashion industry remains western. The project has answered the question; why is London fashion not as multicultural as the city? From the interviews and survey results conducted, it is clear that the society have confidence that there is a stigma attached to multicultural fashion. However the people that was interviewed state it would create awareness of the different cultures, if fashion industries incorporated it in a more traditional ways. A problem that occurred for the South Asian interviewees is that with the small element of their fashion that is included in the western fashion industry is offensive and disrespectful to their culture. Nevertheless if fashion industries include more traditional and tastefully clothing, it may be seen as disrespectful. London fashion is taken from different cultures, but has been westernized which probably makes the stigma attached to the society to bring multicultural fashion greater. The jewelry is just one aspect of this. Many think fashion will not became multicultural in the future, yet there is still a small amount of people who have hope that it will be multicultural in the future. With the way the British fashion culture has changes over the decades it is possible that fashion may evolves, as celebrities, designers and cultural magazines are influencing a minority of the cultural minorities fashion. Why is London fashion not as multicultural as the city? There three mains for this; As South Asia and Sub-Saharan part of Africa are developing the have move from traditional aspects to modern (western) elements. Making this one of the main reasons there are only a minority of people from the two cultures still wearing the traditional clothing. Also there is a huge stigma attached; which seems to be the biggest reason as people of different cannot seem to get out of the funk that people may question why they are dress a particular way. Lastly the people of the culture find it utterly disrespectful to wear their cultural garment in a country with different cultural values and traditions. Also, when others wear their cultural garment it is disrespectful so it is best to be westernized in the city of London.

This dissertation was to explore why is London fashion not as multicultural as the city? With people’s different point of views on why fashion in London is or is not multicultural, was interesting to see because going into this project with a bias point of view, made the different views and opinions changed the mindset behind this project. It was very important to find out about the various values and traditions of each culture; British, South Asian and Sub-Saharan African; which contributes to why London fashion is or is not multicultural. The traditions and values of the fashion, mean something worthy of wearing in the cultures researched, it was importnt to know the origin of what you are wearing because it can also influence what you wear. Additionally, the counter arguments created a better idea for people, as it shows them that there is both sides of the argument and it is not one sided. Overall the project went well; it was detailed and touched on every inspected of multicultural fashion involving the three cultures chosen. An improvement would be to have answered the question (title) more directly instead of branching out so much to different aspects of the project. Also, an improvement would be to not be so biased going in to a project because it may have affected the outcome of this project.

According to the Survey Monkey result many people who took it believe that London fashion is multicultural already however just under half of the people who took the survey believe it is not. The majority of respondent says they would wear African fabrics and South Asian fashion, this suggests that people do not have a problem with the diversity of fashion it is most likely within the fashion industry is not evolving enough to the society. More than half of those who answered the question think there is a stigma attached to cultural garments being wore as street wear which is strange because of the previous question, they claimed they would wear other cultures garment, so why is there a stigma for people to wear they own traditional wear? Furthermore fashion should be all about the individual and how they feel they want to express themselves through clothing.

This is the response of my survey monkey questionnaire. I have 17 responses however some questionnaires are invalid as people skipped some questions.

London is a very western modern society. The people of London mostly wear jeans and a t-shirt or shirt. British fashion went through various eras; Dandies and Flapper, Teddy boys, Mods, Skinheads, Hippies, Glam Rocker, Punks, Goths, New Romantics and lastly Soulies, Disco, Ravers – that have a music influences which is clearly portrayed by the names of the eras. The only one that had some type of African and South Asian elements of influences was Dandies and Flapper in the 1920s. Sarah Mower, a journalist and ambassador for the British Fashion Council noted how “London has developed its reputation as a supporter of the future of fashion by being open to ideas and innovation from everywhere — as a city we are multi-cultural, our art colleges are a magnet for international students and we are always thrilled to be able to get the first glimpse of the new”. Many articles claim that they except that London fashion is becoming more culturally diverse. If this is the case why is there not many items of clothing sold that is culturally diverse. This question remains unsolved.

An agrument on the top of many peoples heads is- if the people of South Asian and Africa’s fashion are westernised, why would their cultures textiles/fashion come to a fashion capital like London. Although, South Asian and African conutries’ fashion have become more westernised, that doesn’t mean it is entirely westernised, there is still a living generation that wear the traditational wear. However this generntion in African and South Asia is an ageing populaion. Conversely the traditional wear is wore amougst the people that live in villages and towns of African and South Asian countries. Despite the villages and towns, the cities of the two contients are to an extent westernised in their street wear. Many would argue that, they are adapting to the western culture. As for differnet cultures coming to one of the fashion capitals, London which is also a multicultural city. According to ONS, Census from 2011, it shows that 45% of London's population is White British, 15% are from other white groups. The other 40% of the poplation are Mixed Heritage, Indian, Pakistani, Bangladeshi, Black African, Black Caribbean and Other. London’s poverty profile states ‘The ethnic mix is only one way of looking at diversity in London.’ By merging the ethnicity minorities cultural fashion into London fashion, it will be great marketing stragety for the fashion industries. It is important to remember that fashion is a matter of choice, taste and experience. So African and South Asian countries fashion become westernised, it is possibly due to those three factors. Additionally, influenetial sources like TV, Celebrities, Magazines can all change a person’s view on fashion.

According to Unitiques Art for Africa, African jewellery dates back to about 75,000 years ago, the oldest jewellery known is shell beads which were discovered in a cave in South Africa.Tribal Africa jewellery was also made from natural material. There were various materials which were used for fashion.

Jewellery of South Asian women is numerous, ranging from earring, necklaces for adorning their hair, feets & hips. 5000 years ago, the art of jewellery spead widely because India became one of the highest producers of jewellery. South Asia has an endless supply of precious materials.

The first jewellery was made from natural material icludig animal teeth, bone, various shells, carved stone and wood. The use of jewellery was soon adapted for purely asethetic or for the use of religious and spiritual symbolisation. Developmet of early jewellery can be roughly divided across four anciet civillisations - Egypt, India, Greek and China. As mankind progressed, jewellery was used as a symbol of wealth and status, as well as to protect against harm, ward off evil and heal airments. In actual fact fashion is uncoverly diverse.

The first interview that I conducted was on African fashion and with Alex and Demi, upcoming African designers. It was very informative on the diverse culture in the industry as of present. As upcoming designers they have to have an eye for fashion. Their view on the fashion industry today has to be ‘different’ and stand out in a crowd. They talk about the boundaries of culture in high street shops making it hard to just buy African inspired fashion. A key point mentioned was that; the UK is now becoming increasingly diverse due to more celebrities and famous people integrating a range of cultures into their wardrobes. This creates awareness and opens doors for regular people to embrace worldwide fashion. From the interview, I realised that both Alex and Demi shared the same very precise ideology that London should be exploring, embracing and employing every branch of the African fashion industry. The interview with the South Asian London students, Jaya and Shivani explain how important their culture’s traditions are to them and is not something that can be modified without the South Asian community taking offense. The clothing South Asians choose to wear often has an underlying meaning, for example, for a funeral everyone must wear white as it symbolises life is colourless. Unlike the interview with the Africans about fashion, the Asian interviewees felt like it’s a sign of disrespect for the British to wear their cultural garments as street wear because it has gone from being worn for tradition reasons to being worn for fashion. Also their garments are heavy and expensive designed only to be worn on special occasions. Wearing it all the time will ruin it. A main argument was that when it comes to Asian fashion, they are stuck in a cycle. Wearing their traditional garments has a negative stigma attached in the Western world, this could be due to lack of knowledge of the culture. However, because this stigma makes them feel uncomfortable, they are more likely to hide their culture and thus awareness of their culture is still lacking. From the interviews I have conducted, I can conclude that African people have a more care free mind set on tradition and culture of their garments and are proud of it being spread. Whereas South Asians, whilst proud, don’t want their culture and traditions of their clothing to fade into fashion in the western society.

Givenchy