HANDCRAFTED TRADITIONS IN THE GLOBAL FASHION MARKETPLACE: THE ECONOMIC AND CULTURAL STRUGGLES OF PUNJABI EMBROIDERY

Abstract

The rapid expansion of the fast fashion business is posing a growing threat to Punjab, Pakistan's centuries. Old cultural heritage, especially its traditional needlework, which includes Phulkari, Kasuti, and Aari stitching. This study examines the difficulties Punjabi needlework artists encounter in international marketplaces, emphasizing the tension between mass-produced, low-cost fast fashion and slow-stitch tradition, a labor-intensive, culturally rich activity. The study uses a mixed-methods approach, including case studies, literature reviews, and interviews with craftsmen, to investigate the socioeconomic and cultural hurdles that prevent Punjab's hand-embroidered textiles from competing globally. Important conclusions show that the dominance of fast fashion has resulted in cultural

Appropriation of traditional designs, dwindling demand, and the exploitation of workers. Inadequate regulatory assistance and restricted market access further marginalize rural artisan communities. Nonetheless, there are chances thanks to online marketplaces, ethical fashion campaigns, and legislative measures meant to protect cultural heritage and guarantee workers receive just remuneration. By offering workable ideas to close the gap between traditional craftsmanship and contemporary market needs, this study adds to the conversation on sustainable fashion, cultural preservation, and artisan empowerment. It emphasizes how, in an increasingly industrialized world, governments, non-governmental organizations, and foreign buyers must work together to preserve Punjab's needlework legacy. Keywords: Punjabi embroidery, rapid fashion, slow stitch, artisan empowerment, sustainable textiles, Pakistan, and cultural heritage