Ugandans cultural elements as sources of inspiration for fashion designers in Kampala to create mordern outfits.

Abstract

The purpose of this research was to understand the relationship of fashion designers cultural values and elements, habitual inspirations preferred by the fashion designers to come up with modern outfits and also expand knowledge of Ugandan fashion designers experiences in creating modern outfits especially those who use cultural elements as inspiration. A qualitative approach with semi structured in-depth one on one long interviews was used to gain understanding of complex meanings held by participants and their cultural values. Samples of 5 Ugandan fashion designers who had a minimum of three years of experience as Designers and 10 individuals interested in the fashion industry were recruited using purposive sampling. Each interview took approximately one hour. At the beginning of the interview, participants were asked to fill out demographic background questionnaires to provide data including demographic information, significant life experiences that lead them to fashion industry and importance of skills for designing clothes using cultural elements. During the interview, participants were asked about the design process, inspirations and personal experience of flow. Seven themes emerged from the interview; (1) challenges fashion designer face (2) fashion as communication (3) fusion or western and Ugandan cultural elements (4) Global recognition of Ugandan fashion industry (5) Effects of imported second have clothing (6) role of cultural values (7) creative fashion design process. The findings suggest that cultural values and elements have a little influence in Ugandan fashion Designers creative process. All designers who participated in this study described the important influence of the fashion system in Uganda to become a successful designer domestically and internationally. Secondly, this study indicates that designers personal experience and cultural values serve as a source of inspiration and may have a direct result of increase in creative design ideas and hence global recognition. Few research studies have been conducted with respect to Ugandans fashion design industry especially on how cultural values have been a great inspiration to designers, the findings of this report may help extend knowledge of the relationship between cultural values and personal experiences with the creative process. It also adds on the existing literature and knowledge related to the relationship of how the fashion system, cultural values, personal experience influence the creative fashion design process. This study underscored the various existing cultural elements used by Designers in Kampala.