Multicultural Fashion… Stirrings of Another Sense of Aesthetics and Memory (original) (raw)

'What can brown do for you?': Indo Chic and the fashionability of South Asian styles

Since the late 1990s, fashions, yoga and other trends that feel uncannily 'Indian' have become ubiquitous in popular media. Through a multi-sited analysis of advertisements and fashion spreads, we examine how Indiannness becomes a fashionable mode of representing exoticized cool and commodifiable difference at the same time that South Asian bodies are increasingly rendered suspect by the mechanisms of xenophobic nationalism, specifically targeted against South Asians. We examine fashion spreads in popular fashion magazines like Glamour, advertising campaigns for OPI and Cover Girl cosmetics against cultural production including Monica Ali's Brick Lane, thus suggesting the legacy of Indo Chic has been reworked by South Asian diasporic cultural producers to present an alternative vision of capital, kinship and diasporized identity.

'What Can Brown Do for You?': Indo Chic and the Fashionability of South Asian Inspired Styles

Since the late 1990s, fashions, yoga and other trends that feel uncannily 'Indian' have become ubiquitous in popular media. Through a multi-sited analysis of advertisements and fashion spreads, we examine how Indiannness becomes a fashionable mode of representing exoticized cool and commodifiable difference at the same time that South Asian bodies are increasingly rendered suspect by the mechanisms of xenophobic nationalism, specifically targeted against South Asians. We examine fashion spreads in popular fashion magazines like Glamour, advertising campaigns for OPI and Cover Girl cosmetics against cultural production including Monica Ali's Brick Lane, thus suggesting the legacy of Indo Chic has been reworked by South Asian diasporic cultural producers to present an alternative vision of capital, kinship and diasporized identity.

Ethnic Appropriation in Fashion: a dialogue or an invasion?

This essay contends that ethnic dress has become a commodity devoid of meaning in western fashion and it will trace this through the way in which fashion designers and journalists have been appropriating ethnicity in relation to promoting it as a commodity to satisfy consumer behavior. In order to examine this phenomenon it is necessary to establish what constitutes as ethnic dress and what kind of meaning it holds in its original context. When discussing meaning of clothing, references to both Malcolm Barnard (2002, 2007) and Roland Barthes (2006) will serve as a pivot for the central argument. Using Edward Said’s (1995) theory of orientalism the reader will understand why ethnicity has been extensively used in fashion which will then be followed by a study and break down on the changes that designers make to the meaning in accordance to their design process. The essay will end with a discussion on the need for a conscious appropriation of ethnicity in terms and how a post-modern approach could serve to update the fashion vocabulary into the years to come.

fashioning diaspora: beauty, femininity, and South Asian American culture

Feminist Review

Vanita Reddy assembles and analyses a multi-format archive in Fashioning Diaspora: Beauty, Femininity, and South Asian American Culture. Employing examples from South Asian, especially Indian, and South Asian diasporic literary texts, movies and live performances, Reddy provides insights on how beauty and fashion make space for new racialised subject formations, feminist and queer femininities in particular. Resonating with queer South Asian diaspora studies scholar Gayatri Gopinath's work, these racialised subject formations are embodied subjectivities that create diasporic non-hegemonic sensibilities, desires, pleasures and affects. Reddy deploys beauty and fashion as analytics, showing how discourses of beauty and its meanings operate as technologies of governance and animate and perform social relations. The author deploys affect as a tool to speak about epistemologies of beauty and what they do rather than referring us to what beauty isaesthetic or sexual capital, commodities, style, aesthetic judgment or pleasure, etc.-as is often the case in sociological studies of beauty. And what beauty does, as affect, as discourse and as epistemology, Reddy argues, is to recall material histories and ontologies of migration. Reddy explains that both beauty and fashion often seem to be ideal technologies of the neoliberal market, where individualism, self-care and fitness, and consumer citizenship reign. However, one of her major moves in Fashioning Diaspora is to reveal the power of the beauty and fashion economies, that is, economies naturalised as feminine and too often rendered apolitical or, at best, in her words, 'juxtapolitical'. Beauty and fashion, although marked as frivolous by normative, hegemonic discourses, in fact have strong and enduring consequences. In Chapter 1, for example, Reddy uses the novel Jasmine by Bharati Mukherjee as a case study to show how beauty functions as an assemblage, 'an aggregation marked by the radical difference, and even seeming incommensurability, of its components' (p. 19). Beauty in this case is seen as both a promise and a limit for the protagonist, who aims at self-fashioning a notion of belonging in the diaspora as an undocumented immigrant in the United States; beauty serves as an agent and tool for recognition and inclusion in a manner that state-sanctioned citizenry does not grant undocumented people. Jasmine's interactions with the underground Indian hair market in New York provide the novel's reader a glimpse into a global market of Indian female beauty. It becomes clear that in order for beauty to operate effectively, that is, in order for it to be legible and eligible for trade, it has to remain plain, as unmarked as possible, far from the fetish that commonly accompanies feminine, racialised beauty. If the processes of racialisation, gender exploitation, labour and migration become transparent for consumers, then beauty ceases to be profitable, and the immigrant's access to belonging in the diaspora likewise evanesces. Similarly, feminist review 116 2017

GENDER, COMMUNITY IDENTITY & NORMS REGARDING WOMEN'S SARTORIAL CHOICES: RESPONDING TO DESIGNER SABYASACHI'S REMARKS ON THE SARI FROM AN ANGLO-INDIAN PERSPECTIVE

International Journal of Anglo-Indian Studies, 2018

In this paper I draw on accounts of women teachers from the Anglo-Indian community to respond to a debate that occurred in the Indian media in 2018 regarding the representation of the sari as the 'national dress'. This debate occurred following the comments of celebrated fashion designer Sabyasachi Mukherjee at Harvard University, USA, where he stated that Indian women who do not know how to tie a sari should be ashamed of themselves. Mukherjee went on to equate the sari with national identity, thereby otherising the sartorial traditions and cultural identities of many linguistic, regional and religious minorities in India including Anglo-Indians. Mukherjee's position is not isolated. It is seen that women's bodies often become the sites on which national and community identities are inscribed. For instance, until a few years ago, some Anglo-Indian schools in Bangalore required women teachers from the community to wear Western dress. Based on women teachers' accounts I argue that popular and powerful figures like Mukherjee attempt to inscribe national or community identities on the bodies of women by prescribing their clothing choices. Although women themselves evoke different strategies to conform with or to challenge these prescriptions, this enactment of agency does not always protect their identities from being threatened by majoritarian tendencies and leaves them vulnerable to harassment and prejudice.

Full paper -Fashion beyound borders IFFTI 2011 -Multicultural identities Indian Sari -Dec 2011.pdf

The Sari (a rectangular length of fabric 6 / 9 yards) continues to be an integral garment draped by the Indian woman since the Harappan times. India continues to be a melting pot of myriad cultures. The Indian women have maintained their identity through their dress-the Sari amidst all these cultural & socio political exchanges. As the civilizations developed and expanded in the different geographic regions of the Indian subcontinent; various regions/subcultures evolved the sari draping style which gave a very unique regional identity to the wearer. Till about the 1970's the Indian women wore the sari draped in their regional style. The sari consumption pattern has changed; they have given up their traditional saris for cheaper mill made ones due to various reasons. It is a very versatile garment; one size fits all and has a sustainable life cycle. Ethnic craft sustenance design directions & vintage fashions have created a gradual shift towards the handloom and hand embroidered masterpieces of Indian crafts persons. The sari fashions have become more inclusive, where there is fashionable sari to suit every pocket, taste and occasion the party wear sari, the black cocktail sari, bridal sari, designer sari etc. The sari is a symbol of womanhood in Hindu culture. It is a unique drape which imparts a customized style expression to each individual woman, reflecting her activity, moods in an effective way & also conveys her socioeconomic status. The multicultural identities and the inferred communication of sari is presented in this paper highlighting how the sari has reinvented its drape, embellishment, fabric & coordinating garment has altered. The frequency of wearing has varied periodically but it remains in vogue and women in each fashion era continue to decode it in their own unique way.

Gender, Community Identity and Norms Regarding Women’s Sartorial Choices: Responding to Designer Sabyasachi’s Remarks on the Sari from an Anglo-Indian Perspective

2018

In this paper I draw on accounts of women teachers from the Anglo-Indian community to respond to a debate that occurred in the Indian media in 2018 regarding the representation of the sari as the ‘national dress’. This debate occurred following the comments of celebrated fashion designer Sabyasachi Mukherjee at Harvard University, USA, where he stated that Indian women who do not know how to tie a sari should be ashamed of themselves. Mukherjee went on to equate the sari with national identity, thereby otherising the sartorial traditions and cultural identities of many linguistic, regional and religious minorities in India including Anglo-Indians. Mukherjee’s position is not isolated. It is seen that women’s bodies often become the sites on which national and community identities are inscribed. For instance, until a few years ago, some Anglo-Indian schools in Bangalore required women teachers from the community to wear Western dress. Based on women teachers’ accounts I argue that p...