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Fashioning Cultural Equity: A study of the materials, practices, products and consumers of fashion company Afriek
Stockholm University, Faculty of Humanities, Department of Media Studies, Fashion Studies. Stockholm University, Faculty of Humanities, Centre for Fashion Studies.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

In today’s globalising world, cultural differences are often exacerbated and exploited for commercial purposes. Recently, various transnational fashion companies have arisen that aim to soothe such cultural tensions, establishing cross-cultural dialogue through the production of fashion. This thesis explores how one of such companies, Afriek, may bridge cultural differences through the production of garments made of African kitenge cloth, in a crosscultural collaboration between The Netherlands and Rwanda. In this study, the company is regarded not as a homogenous, profit-directed entity, but as a complex network of mutually affective human and non-human actors. Through a material culture study of kitenge and ethnographic interviews with Afriek’s team and consumers, their encounters and interactions are located. These are analysed with Homi Bhabha’s concepts of Third Space and cultural hybridity, concepts that challenge cultural binaries. In a transnational and cross-cultural journey past Afriek’s materials, practices, products and consumers, this thesis positions Afriek as a company that productively and affirmatively engages with existing cultural diversity through fashion.

Place, publisher, year, edition, pages
2019. , p. 69
Keywords [en]
Fashion, cultural difference, fashion company, transnationalism, materiality, materialism, affectivity, agency, Third Space, cultural hybridity, African print cloth, kitenge, fashion production, fashion consumption
National Category
Other Humanities not elsewhere specified
Identifiers
URN: urn:nbn:se:su:diva-170349OAI: oai:DiVA.org:su-170349DiVA, id: diva2:1331656
Available from: 2019-06-27 Created: 2019-06-27 Last updated: 2019-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf