Fashion activism and styles in South Asia as represented on social media

Abstract

This study investigates activism as a powerful force for social and environmental change in South Asian fashion industries, specifically those in Pakistan, Bangladesh, and India. It defines the characteristics of fashion activism within regional contexts and explores the manifestation of fashion activism in a range of styles and practices. By combining a qualitative literature review with social media analysis, this study evaluates the role of activism in fashion and reveals that fashion serves as a vital medium for advocating social change while fostering a sense of community and identity among marginalized groups. The key findings indicate that social media is crucial for amplifying activist messages, encouraging stakeholder collaboration, and raising awareness regarding urgent social issues. In contrast to prior studies, which have primarily focused on a single topic, this research encompasses a comprehensive spectrum of activism within the fashion domain, examining critical themes such as cultural identity, gender equality, economic empowerment, and environmental justice. The findings suggest that fashion activism catalyzes significant transformations beyond conventional metrics, promoting a holistic framework for understanding social justice and sustainability. Furthermore, this study highlights the transformative potential of the fashion industry in driving social progress and emphasizes the need for further research to better understand these movements.