In today’s fast-paced fashion industry, cultural heritage has become an overlooked casualty. The designs we see on the runway or in high-street shops often carry deep, untold stories—stories that originate from indigenous communities and generations-old traditions. Unfortunately, these stories are rarely told, let alone credited.
What Is Cultural Heritage in
Fashion?
Cultural heritage includes the customs, textiles,
techniques, and symbolism passed down through generations within a community.
Whether it’s the handwoven fabrics of the Zapotec people in Mexico or the
intricate beadwork of the Maasai in Kenya, these elements reflect the soul of a
people. When fashion brands borrow these motifs without context, credit, or
compensation, they are not celebrating culture—they are exploiting it.
The Harsh Truth: Appropriation Over
Appreciation
Fast fashion brands are often the main culprits. They
repackage centuries-old artistry into trend pieces that are mass-produced,
poorly made, and sold at a fraction of the price the original artisans could
never afford. Consider the Native American patterns on high-street garments or
Indian sari prints appearing in resort collections with zero mention of their
origin. These acts aren’t innocent—this is cultural appropriation masked as
design.
One glaring example is the legal action taken by Mexico’s
Ministry of Culture against Zara and Patowl for using traditional designs from
indigenous communities without consent. These weren't just generic
patterns—they were specific, regionally significant designs from communities in
Oaxaca and San Juan, yet no recognition or compensation was provided to the
original creators.
North-South Divide: A One-Way Street
Cultural appropriation in fashion often flows from the
Global South to the Global North. Artisans from economically vulnerable regions
see their craft industrialized and sold by luxury houses or fast fashion
giants, who often profit massively while giving nothing back. The communities
that birthed these art forms are left out of the picture—economically,
socially, and culturally.
The Illusion of Recognition: The
Problem With “Social Washing”
In response to increasing consumer awareness, brands have
begun marketing themselves as “sustainable” or “socially responsible.” But
often, these claims are performative. A brand may feature an artisan in a
photoshoot or donate a tiny percentage of profits to a charity while pocketing
millions. This is called social washing—a deceptive tactic used to mask
unethical practices.
The Better Alternative: Slow and
Ethical Fashion
Unlike fast fashion, ethical brands emphasize collaboration,
transparency, and mutual respect. They pay artisans fair wages, highlight the
origins of each design, and foster long-term partnerships. Each piece tells a
genuine story and promotes sustainability—not just environmental, but also
cultural and social.
Slow fashion prioritizes quality over quantity. Handmade garments
are crafted with care, time, and traditional techniques, resulting in pieces
that are timeless, not trendy. It also reduces overproduction, which fast
fashion brands like SHEIN worsen by producing over 8,000 new items daily.
Why It Matters
When brands exploit cultural heritage, they aren’t just stealing patterns—they’re erasing people’s histories, identities, and livelihoods. True cultural appreciation in fashion involves credit, collaboration, and compensation. As consumers, it’s our responsibility to ask: Where did this design come from? Who made it? And who profits from it?
Fashion is a powerful form of expression. Let it reflect not
just your style but your ethics. Support brands that uplift the voices behind
the fabric, not those who silence them for profit. Choose slow fashion. Choose
fair fashion. Choose fashion that honours culture, not exploits it.