The Rise Of Global Fashion Brands Threaten The Survival Of Traditional Cultural Attire.

The rise of global fashion brands and their influence on cultural attire is a dynamic topic rooted in globalization and cultural exchange. Traditional clothing, often steeped in history and symbolic meaning, represents the identity, heritage, and artistry of a community. However, the expansion of global fashion brands in the 20th and 21st centuries introduced standardized, mass-produced designs that dominate markets and influence trends worldwide. As global brands promote a homogenized aesthetic, traditional attire faces challenges in maintaining its relevance among younger generations drawn to modern styles. This trend coincides with urbanization, increased access to international media, and the integration of global consumer culture. Additionally, the affordability and accessibility of fast fashion often overshadow the time-intensive craftsmanship of traditional garments.