Creative Design: Graduate

Retaining Ethnic Identity in the Apparel Design of Modern Saudi Dress

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Abstract

The purpose of this research is to explore ways to develop new apparel designs for Saudi Arabian women that bridge the gap between outdated historic styles and modern, fashion-forward approaches to dressing. The FEA model provided an appropriate framework for analyzing the culture of the Saudi female as the intended consumer. It was used to contextualize the characteristics of Saudi ethnic dress for women, and to describe the characteristic aesthetic appearance of ethnic embroidery in the Hijaz region of western Saudi Arabia. The target consumer is the core of the FEA model. For this study, the target consumer is Saudi woman aged 25-35 years old, making her a contemporary woman who appreciates and respects historical and cultural values and expects these elements to be a part of her current clothing choices. This design was developed to demonstrate creative and innovative ways to incorporate ancient techniques in a contemporary design and to change how we view the current existing fashion paradigm. Specifically, from outdated, rigid designs to support consumers demand for a more unique, fashion trend products that inculcate craft culture.

Keywords: Design, Embroidery, Culture, Apparel

How to Cite:

Alotaibi, S. M. & Starkey, S., (2020) “Retaining Ethnic Identity in the Apparel Design of Modern Saudi Dress”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11853