CULTURAL IDENTITY AND FASHION DESIGN THE ROLE OF COLOR PSYCHOLOGY IN CONTEMPORARY FASHION

Abstract

Fashion is not only a means of clothing the human body but also an important form of cultural communication through which individuals and communities express identity, values, history, emotions, and social belonging. In contemporary society, fashion designers increasingly combine traditional cultural elements with modern design concepts to create garments that are aesthetically appealing while maintaining connections with cultural heritage. Within this relationship, colour plays a particularly significant role because colours can communicate emotions, social meanings, cultural values, religious associations, and collective memories. The present study examines the relationship between fashion designing and cultural identity, with particular emphasis on the role of colour psychology in contemporary fashion design. The study explores how culturally meaningful colours influence the development of fashion collections, consumer perceptions, emotional responses, and the representation of cultural identity. A qualitative research approach is proposed, using a descriptive and exploratory research design. Data may be collected through semi-structured interviews with fashion designers, fashion educators, textile practitioners, and consumers, supported by visual analysis of selected contemporary fashion collections. Thematic analysis will be used to identify recurring patterns related to cultural symbolism, colour meanings, identity representation, contemporary adaptation, and consumer response. Existing research indicates that colour in clothing is connected not only with personal preference and mood but also with social acceptance, cultural context, identity, and everyday practices. Recent studies further demonstrate that traditional clothing, textiles, colours, crafts, and cultural motifs can be transformed into contemporary fashion while maintaining cultural significance. The study is expected to demonstrate that culturally informed colour selection can strengthen the connection between fashion design and cultural identity. It may also show that successful contemporary fashion requires a balance between cultural authenticity, creative innovation, consumer preferences, and responsible cultural representation. The research contributes to fashion studies by emphasizing colour as an important psychological and cultural design element and by highlighting the potential of contemporary fashion to preserve, reinterpret, and communicate cultural identity.