DefinePK

Abstract

Sartorial synthesis is blending the elements of different cultures and traditions in fashion statements to create aesthetic and innovative designs. The study explores dynamic surface of cross-cultural fusion in Pakistani Fashion by focusing on the integration of traditional surface patterns, motivations, techniques and acceptance of Pakistani culture on the western ready-to-wear silhouettes. The literature expresses the identity of culture with design innovations and research gaps. It provides the understanding of various practices and perspectives of designers and artists working on the cross-cultural fusion fashion. The objectives include the identification of factors, reasons, key patterns and techniques used by the selected brand, i.e.: Rastah, Nukta and Farmaish. The acceptance of fusion fashion is analyzed by identifying the evolution, continuation or declination of the trend. Methodology involves the analysis of creative process, strategies, challenges and processes involved in cross-cultural fashion. For this purpose, qualitative method has been underlined with document analysis and convenience sampling by taking in-depth interviews. Data analysis includes examination of themes and codes to align data for key findings and results. The results of study reveal the importance of cultural celebration, expression and acceptance of the fusion concept in Pakistani Fashion industry. Consumer industrial aspect is also identified to indicate the continuation, evolution and declination of cross-cultural fashion. The study is a valuable insight as a transformation of sartorial synthesis that is shaping bridge of tradition and modernity adopted by the brands i.e.; Nukta, Farmaish and Rastah, presenting new era that is promoting cultural heritage, creativity of designers and design innovation.