The rebrand of Southern and Eastern Asian culture into mainstream fashion

How have we become so focused on personal style but can’t seem to appreciate authenticity? I thought I’d turn my screen time into something more productive with this blog, and discuss one conversation I’ve seen across social media these past few weeks: how Asian culture has once again been rebranded in the West, this time in clothing. This blog will focus predominantly on examples from Southern to Eastern Asia. I was recently looking for a dress for a formal event, and came across loads with a matching scarf or shawl, draped in various ways across the model’s décolletage. After having seen Lady Diana’s 1987 Blue dress at Cannes film festival, I had always loved the style. So after further research, my algorithm had identified my interest in it and pushed more options to me, including discussions surrounding it. I hadn’t realised this was a ‘trend of the summer’ so was amidst heated discussions online. The trending scarf, or as some had inaccurately labelled it ‘Scandi...