Friday, January 29, 2016
Saturday, January 16, 2016
There is debate among Muslims whether Dolce & Gabbana's recently released collection of luxury abayas is a form of cultural appropriation ('plundering') of the Muslim culture or a means of 'energising' it. We covered the issue of cultural appropriation when I was tutoring for an introductory paper on Media Studies last year and I think the Dolce & Gabbana abaya collection would make a great discussion for this topic.
To 'plunder' or culturally appropriate artefacts from their originating culture is to "strip away local meanings and introduce these goods into an alternative regime of value dominated by commercial interests" (Jenkins et. al 270). In other words, to use someone else's culture to make monetary gain from it. To 'energise' a culture, on the other hand, is to respectfully create visibility and awareness about a culture by educating others about it.
Dolce & Gabbana's line of abayas was without a doubt a calculated business decision. The Muslimah fashion industry generates billions of dollars let alone the luxury and high-end industry in Muslim countries. Fortune reported that Muslims spent $266 billion on clothing and footwear in 2013 and according to Sporazine the sale of personal luxury goods in the United Arab Emirates and other Gulf countries amounted to $8.7 billion in 2015. Dolce & Gabbana would be crazy not to try and tap into the Muslim market because their goal is after all profit maximisation. Let's not forget DKNY and Tommy Hilfiger released their respective Ramadan collections in 2014 because research reveals Muslims spend more during Ramadan than any other time of the year.