Dangerous Designs: Asian Women Fashion the Diaspora Economies / Edition 1

Dangerous Designs: Asian Women Fashion the Diaspora Economies / Edition 1

by Parminder Bhachu
     
 

ISBN-10: 0415072204

ISBN-13: 9780415072205

Pub. Date: 12/18/2003

Publisher: Taylor & Francis

In late-1990s Britain, the salwaar-kameez or 'Punjabi suit' emerged as a high-fashion garment. Popular both on the catwalk and on the street, it made front-page news when worn by Diana, Princess of Wales and by Cherie Booth, the wife of UK Prime Minister Tony Blair.
In her ethnography of the local and global design economies established by Asian women fashion…  See more details below

Overview

In late-1990s Britain, the salwaar-kameez or 'Punjabi suit' emerged as a high-fashion garment. Popular both on the catwalk and on the street, it made front-page news when worn by Diana, Princess of Wales and by Cherie Booth, the wife of UK Prime Minister Tony Blair.
In her ethnography of the local and global design economies established by Asian women fashion entrepreneurs, Parminder Bhachu focuses on the transformation of the salwaar-kameez from negatively coded 'ethnic clothing' to a global garment fashionable both on the margins and in the mainstream. Exploring the design and sewing businesses, shops and street fashions in which this revolution has taken place, she shows how the salwaar-kameez is today at the heart of new economic micro-markets which themselves represent complex, powerfully coded means of cultural dialogue and racial politics. The innovative designs of second-generation British Asian women are drawn from characteristically improvisational migrant cultural codes. Through their hybrid designs and creation of new aesthetics, these women cross cultural boundaries, battling with racism and redefining both Asian and British identities. At the same time, their border-crossing commercial entrepreneurship produces new diaspora economies which give them control over many economic, aesthetic, cultural and technological resources. In this way, the processes of global capitalism are gendered, racialized and localized through the interventions of diasporic women from the margins.

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Product Details

ISBN-13:
9780415072205
Publisher:
Taylor & Francis
Publication date:
12/18/2003
Pages:
208
Product dimensions:
6.14(w) x 9.21(h) x 0.50(d)

Table of Contents

List of illustrations
Acknowledgements
Introduction1
Pt. ITravels of the suit9
1Cultural narratives of the suit11
2Ethnicized consumption25
Pt. IIDesign narratives37
3Pioneering fashion entrepreneur: Geeta Sarin41
4Second-generation design globalizer: Bubby Mahil56
5Selling the nation: revivalist Indian designer Ritu Kumar68
6Selling art clothes in classed markets83
Conclusion: national elites versus diaspora design entrepreneurs93
Pt. IIISuit marketers99
7Daminis: a commercial community mama's shops103
8Networking marketers of ready-made suits115
Pt. IVSewing cultures: sketching and designing131
9Diasporic sina-prona: sewing and patterning cultures134
10Designing diasporas through sketches142
Conclusion: disruptive markets from the margins169
Glossary174
Notes176
Bibliography185
Index190

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