The Role of Amazulu Traditional Attire in the Globalised Fashion Industry: A Content Analysis
Katlego T. Motubatse and Sakhiseni Joseph Yende 
Issue: Vol.4 No.11 Article 3 pp.1345 -1355
DOI: https://doi.org/10.38159/ehass.20234113 | Published online 10th November, 2023
© 2023 The Author(s). This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
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
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Katlego T. Motubatse is pursuing her Ph.D. in the Faculty of Arts and Design Department of Fashion at the Tshwane University of Technology, specializing in intimate apparel. Alongside her academic pursuits, she holds a position as a Part-Time Lecturer in Design Studies at both Tshwane University of Technology and Inscape Higher Education. Katlego is deeply passionate about research, particularly focusing on Mastectomy Bras. Her commitment to advancing knowledge in this field is reflected in her dual role as a student and educator, contributing to the academic community and addressing critical aspects of design, comfort, and functionality in the context of mastectomy apparel.
Dr. Sakhiseni Joseph Yende is an emerging distinguished young scholar currently affiliated with the University of Western Cape in South Africa, where he serves as a postdoctoral fellow in the Department of African Language Studies within the Forensic Linguistics and Multilingualism division. His academic trajectory has been marked by remarkable achievements and substantial contributions to various aspects of the performing arts, with a particular emphasis on opera.
Motubatse, Katlego T. and Yende, Sakhiseni Joseph. “The Role of Amazulu Traditional Attire in the Globalised Fashion Industry: A Content Analysis.” E-Journal of Humanities, Arts and Social Sciences 4, no.11 (2023): 1345 -1355. https://doi.org/10.38159/ehass.20234113
© 2023 The Author(s). Published and Maintained by Noyam Journals. This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
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