PRESERVING PUNJABI EMBROIDERY IN THE GLOBAL FASHION MARKETPLACE: ECONOMIC AND CULTURAL PERSPECTIVES

Abstract

The rapid growth of the fast fashion industry poses a significant threat to Punjab, Pakistan’s centuries-old cultural heritage, particularly its traditional needlework, including Phulkari, Kasuti, and Aari stitching. This study investigates the challenges faced by Punjabi needlework artisans in global markets, highlighting the tension between mass-produced, low-cost fashion and labor-intensive, culturally rich slow-stitch traditions. Employing a mixed-methods approach—incorporating case studies, literature reviews, and interviews with craftsmen—the research explores the socioeconomic and cultural barriers that limit the global competitiveness of Punjab’s hand-embroidered textiles. Key findings reveal that the dominance of fast fashion has led to cultural appropriation of traditional designs, declining demand, and exploitation of artisans. Limited regulatory support and restricted market access further marginalize rural artisan communities. However, opportunities exist through online marketplaces, ethical fashion initiatives, and policies designed to preserve cultural heritage and ensure fair compensation. The study offers practical strategies to bridge traditional craftsmanship with contemporary market demands, contributing to sustainable fashion, cultural preservation, and artisan empowerment. It underscores the importance of collaboration among governments, NGOs, and international buyers in safeguarding Punjab’s needlework legacy.