ETHNIC VS. WESTERN ATTIRE IN THE PAKISTANI WORKPLACE: A STUDY OF IDENTITY, CULTURE, AND PROFESSIONALISM

Abstract

This qualitative study examines identity management of working women in Pakistan in the context of eastern and western dress forms. Bearing down on Lahore, Karachi and Islamabad, the studies delve into how cultural expectations, generational values and organizational norms seep into everyday choice in clothes. An interpretivist, phenomenological methodology underpinned the research design with extensive semi-structured interviews being carried out with women in a range of employment sectors, to expose their lived experience of dressing for work. Findings can be categorized into three themes: (1) Ethnic Wear as a Carrier of Tradition (2) The Perceived Professionalism of Western Wear (3) Alternating strategically and Dressing Hybrid. It found that, ethnic clothes are related to sensations of cultural authenticity and modesty, while western clothing is considered more efficient or powerful in corporate sphere.” But when done right, women move fluidly from one to the other, mixing or matching them, depending on when and how they feel like conforming, despite having little to do with the principles we then associate with “conformity” or “comfort.” Interdisciplinary in nature, this work is of relevance to gender, fashion and cultural discussions in South Asia, with a focus on the challenging process of negotiating tradition and modernity in a South Asian professional work context among Pakistani women. Background Introduction Dress, when worn in workplace context, and as the largest form of nonverbal communication, signifies affection, attitude, reference groups, and desire or un/attainability of achievement (Hofstede, 2001)