Globalization and Cultural Identity: The Revival of Traditional Clothing in Central Asia
Abstract
This paper explores the influence of globalization on the enduring role of traditional clothing in Central Asia, with a particular focus on Uzbekistan. While globalization is often associated with cultural homogenization, this study examines the paradoxical revival of national attire such as adras and atlas garments, especially among younger generations. The research seeks to uncover the reasons behind the persistence and renewed popularity of traditional dress, its perception across different social groups, and the challenges it faces in the global fashion environment. The study adopts a mixed-methods approach, combining survey data from 48 respondents of various ages and genders with a semi-structured interview conducted with a long-standing fabric merchant at Tashkent’s Chorsu Bazaar. The findings indicate that younger respondents perceive traditional attire as stylish and culturally significant, though its use is mainly limited to ceremonial occasions. Women, more than men, expressed interest in purchasing and wearing traditional garments, reflecting both historical cultural roles and modern consumer interests. The merchant’s insights highlight that traditional clothing has never truly disappeared, but rather continues to evolve in visibility and function. Overall, the study concludes that traditional dress in Uzbekistan is not extinct but has been redefined, balancing heritage with modern identity in the context of globalization.