This analytical research examines the transformative interplay between traditional societies and modern fashion, focusing on India. Fashion, deeply rooted in cultural heritage, has evolved into a medium of personal expression, blending traditional and contemporary elements. The study explores the impact of globalisation, industrialisation, and social media on consumer behaviour and fashion trends. A secondary research methodology was adopted, utilising data from research papers, news articles, fashion magazines, and statistical reports. The findings highlight the pivotal role of social media in democratising fashion, reshaping consumer behaviour, and promoting cultural fusion. Influencers, campaigns like saree styling, and handloom revival have emphasised preserving heritage while embracing innovation. Key recommendations include adopting digital technologies such as Augmented Reality, Virtual Reality, and Artificial Intelligence to enhance consumer engagement, promoting ethical and sustainable practices with transparent supply chains, and collaborating with local artisans to safeguard cultural heritage. The research underscores the necessity of balancing modernisation with respect for cultural values to ensure inclusivity and sustainability in the fashion industry. It concludes that fashion bridges heritage and modernity, driving social change by fostering individuality and social inclusivity. By leveraging technology and preserving cultural identity, the fashion industry can continue to thrive, shaping a responsible and innovative future.
Yadav et al. (Tue,) studied this question.