1. Introduction M. Angela Jansen, London College of Fashion, UK, and Jennifer Craik, Queensland University of Technology, Australia PART I: FASHION HISTORY REVISED 2. Neither East nor West: Japanese Fashion in Modernity Toby Slade, University of Tokyo, Japan 3. Fashion in the Chinese Context Christine Tsui, University of Hong Kong, China PART II: THE COMMODIFICATION OF CULTURAL HERITAGE 4. Being Fashionable in India in the Globalisation Era: Holy Writing on Garments Janaki Turaga, Independent Researcher, India 5. Exotic Narratives in Fashion: The Impact of Motifs of Exotica on Fashion Design and Fashionable Identities Jennifer Craik, Queensland University of Technology, Australia PART III: SELF-ORIENTALISM OR NATION BRANDING? 6. Ottoman Costume in the Context of Modern Turkish Fashion Design S akir z dog?ru, Anadolu University, Turkey 7. Beldi Sells: The Commodification of Moroccan Fashion M. Angela Jansen, London College of Fashion, UK PART IV: LOCAL CONSTRUCTS OF THE GLOBAL 8. History, Art, and Plastic Bags: Viewing South Africa Through Fashion Victoria L. Rovine, University of North Carolina at Chapel Hill, USA 9. Constructing Fashionable Dress and Identity in Bhutan Emma Dick, Middlesex University, UK PART V: CONCLUSION 10. Afterword: Fashion s Fallacy Sandra Niessen, Independent Anthropologist, The Netherlands Index