FROM LOCAL TO GLOBAL: THE JOURNEY OF AJRAK IN CONTEMPORARY FASHION AND GLOBAL MARKETS

Abstract

This study explores the transformation of Ajrak, a traditional textile rooted in Sindhi culture, into a globally recognized element of contemporary fashion. Employing a qualitative research approach, the study utilized document and media analysis to trace Ajrak’s journey from cultural heritage to modern fashion trends. The findings reveal that Ajrak symbolizes identity, tradition, and craftsmanship, while its adaptation into modern garments and accessories reflects innovation and sustainability. Digital platforms and fashion media have played a crucial role in promoting Ajrak internationally, though concerns about cultural appropriation, commercialization, and authenticity remain. The study identifies six key themes, including heritage preservation, fashion integration, global visibility, commercialization risks, media representation, and documentation of its evolution. The research emphasizes the need for ethical practices, fair recognition of artisans, and cultural sensitivity in fashion industries. It concludes that Ajrak’s global journey is a testament to cultural resilience and offers insights into balancing tradition with modernity in global markets.

Keywords: Cultural Heritage, Contemporary Fashion, Media Representation, Textile Globalization and Indigenous Craft