From Heritage to Hybrid: Generation Z's Approach to Traditional Attire

The study explores Generation Z’s perceptions, attitudes, and preferences toward traditional attire in the context of evolving cultural identity and contemporary fashion trends. With increasing globalization and digital media influence, traditional clothing is being reinterpreted by younger generations, leading to shifts in its cultural relevance and usage patterns. The research examines the relationship between traditional attire and factors such as cultural identity, emotional attachment, confidence, and social expression, while also identifying gender-based differences in preferences. The study adopts a quantitative research design and is based on primary data collected from 120 respondents belonging to Generation Z using a structured questionnaire. Statistical tools such as percentage analysis, chi-square test, Friedman ranking test, and factor analysis were employed for data analysis. The findings reveal that socio-economic variables such as education, occupation, family size, and number of earning members significantly influence attitudes toward traditional attire, whereas demographic factors like age, gender, and area do not show significant association. The Friedman ranking results indicate clear gender-based preference patterns, with female respondents showing a stronger inclination toward culturally rooted attire such as cotton and silk sarees, while male respondents prefer simpler and more functional traditional garments. Factor analysis identified four key dimensions cultural identity and heritage, emotional attachment, confidence and social expression, and modern adaptability and comfort which together explain a substantial proportion of variance in attitudes. The study concludes that Generation Z does not reject traditional attire but selectively adopts and reinterprets it based on comfort, practicality, and modern aesthetic preferences, offering valuable insights for fashion designers, marketers, and cultural policymakers to promote traditional clothing in ways that align with contemporary youth expectations while preserving cultural authenticity.