Consuming and retailing fashion: South Asian diaspora negotiating clothing practices, identities and community making in Glasgow

Abstract

This article explores South Asian diasporic fashion retail spaces and sartorial practices in Glasgow. Drawing on ten months of ethnographic research, it investigates how fashion and clothing contribute to identity construction, community building, and cultural blending among British South Asians. Utilising patchwork ethnography and city walking, the article presents the lived experiences of shopkeepers and consumers, demonstrating the interplay of gender, migration, spaces, and religion in sartorial practices. The findings reveal that fashion and sartorial practices are not merely about personal expression but also about negotiating hybrid and multiple identities and fostering community solidarity amidst the challenges of migration and cultural preservation. The article also contributes to the broader discourse on transnational fashion, advocating for a decolonial perspective that addresses ethical, moral, and environmental sustainability within diverse fashion systems.

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