Critical Discourse Analysis of Hassan Sheheryar’s Interviews: Pakistani Fashion Designer (original) (raw)

2018, Arts and Social Sciences Journal

This paper intends to analyse the interviews of one of the most prominent Pakistani fashion designer Hassan Sheheryar Yasin, known as HSY. The study aims at plunging deep into the ideologies, values and societal trends set by the leading personas through the language they select to empower and market themselves as brand. Latent Themes and meaning with reference to individual, power and society will be analysed and discussed thoroughly. As Pakistani fashion industry is a blooming avenue it is beneficial to understand the important underlying motives. The palpable themes stemming from the critical analysis of the discourse were timelessness, classic and Elegant Fashion fusion endeavour, believing on fate, modern women perspective, self-appraisal, self-reliance and satisfaction, success and achievements, strong business, conservation of culture and concern for community. Seven interview scripts were taken from online fashion magazines websites. The six scripts from online resources were studied in-depth qualitatively by using critical discourse analysis technique based upon Norman Fairclough's assumptions. HSY emerged as strong cosmopolitan exercising great insight-based driving force to bind conservative fashion ideologies and modern needs together.