The Role of Amazulu Traditional Attire in the Globalised Fashion Industry: A Content Analysis

Abstract

Recently, AmaZulu traditional attire of the Zulu people in South Africa has gained recognition and influence in the globalised fashion industry. As a part of South Africa’s rich cultural heritage, AmaZulu’s traditional clothing reflects the customs, beliefs, and identity of AmaZulu. In the globalised fashion industry, AmaZulu traditional attire has been incorporated into various aspects, including runway shows, fashion campaigns, and cultural festivals. Designers and fashion houses have drawn inspiration from AmaZulu traditional attire, integrating elements such as vibrant colours, intricate beadwork, and unique patterns into their collections. The purpose of this article was to discuss the role of AmaZulu traditional attire in the globalised fashion industry. A qualitative content analysis was adopted to guide this article using existing scholarly writings such as articles, book chapters, and theses. The findings of this article pointed out that AmaZulu traditional attires had specific shapes and designs that are rooted in cultural practices and beliefs. While the basic structure of the isicholo and isidwaba has been retained, modern adaptations often feature modifications to the silhouette and design. The findings of this article demonstrated that the global fashion industry often faces challenges in accurately representing traditional attire from different cultures. This article concluded by affirming that in an increasingly globalised world, there is a growing demand for diverse and authentic cultural representations. AmaZulu traditional attire offers a unique and distinct cultural identity that reflects the heritage of the Zulu people. This cultural diversity and representation appeal to fashion designers, consumers, and enthusiasts who are seeking something beyond mainstream fashion. Keywords: AmaZulu, Culture, Fashion Industry, Globalisation, Traditional Attire