The commodification of ethnicity: Vlisco fabrics and wax cloth fashion in Ghana
In this article, we position ethnicity at the heart of the marketplace in contributing to a more complex and multifaceted understanding of identity formation and commodification. We approach the commodification of ethnicity on two, interconnected levels in a globalizing world of fashion. We unravel the designs and discourses of the corporate company and textile producer Vlisco, based in the Netherlands, as well as the practices and ideas of fashion designers in Ghana who make abundant use of wax cloth fabrics. Of central concern in this article is how a corporate company and fashion designers in their designs and narratives unite an understanding of (fashion) identity as both ‘African’ and cosmopolitan, as an individual and collective expression. It is clearly not our intention to applaud these processes of commodification uncritically, fuelled as they are by global capitalism. Yet we do want to approach them as creative processes in all their complexity.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
Document Type: Research Article
Affiliations: 1: University of Amsterdam, The Netherlands 2: VU University Amsterdam, The Netherlands
Publication date: April 1, 2015
More about this publication?
- The International Journal of Fashion Studies is a scientific peer-reviewed journal that fosters the worldwide diffusion of Fashion Studies. Fashion Studies is an interdisciplinary field of research that has been producing an extensive repertoire of theories, analyses and enquiries.
- Editorial Board
- Information for Authors
- Subscribe to this Title
- Intellect Books page
- Ingenta Connect is not responsible for the content or availability of external websites