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Moroccan garment design and consumption have experienced major shifts in recent history, transforming from a traditional craft-based enterprise to a thriving fashion industry. Influenced by western fashion, dress has become commoditized and has expanded from tailoring to designer labels. This book presents the first detailed ethnographic study of Moroccan fashion.

Drawing on interviews with three generations of designers and the lifestyle press, the author provides an in-depth analysis of the development of urban dress, which reveals how traditional dress has not been threatened but...

Modern Fashion Traditions questions the dynamics of fashion systems and spaces of consumption outside the West. Too often, these fashion systems are studied as a mere and recent result of globalization and Western fashion influences, but this book draws on a wide range of non-Western case studies and analyses their similarities and differences as legitimate fashion systems, contesting Eurocentric notions of tradition and modernity, continuity versus change, and 'the West versus the Rest'.

Preconceptions about non-Western fashion are challenged through diverse case studies...

Moroccan garment design and consumption have experienced major shifts in recent history, transforming from a traditional craft-based enterprise to a thriving fashion industry. Influenced by western fashion, dress has become commoditized and has expanded from tailoring to designer labels. This book presents the first detailed ethnographic study of Moroccan fashion.

Drawing on interviews with three generations of designers and the lifestyle press, the author provides an in-depth analysis of the development of urban dress, which reveals how traditional dress has not been threatened but...