Purpose The purpose of this master’s thesis study is to investigate the fashion dynamics of an aesthetic, cultural meeting in fashion in order to identify key success factors when commercializing African hybrid fashion in a Western community.

Theoretical Perspective This study is based on fashion theory and explores both Western and non-Western cultural settings. Hybrid clothing expresses a playful exchange between the “traditional” and “contemporary” dress in the crossroads of different cultures. It is thus essential to start with looking at the fundamentals of fashion theory to understand how traditional dress turns into fashion and how hybrid fashion fits into today’s highly complex fashion system.

Method A comparative multiple-case study with an ideographic approach was used to identify unique features of two main cases: Senegalese fashion and Swedish fashion. In addition, two other cases (social settings) were investigated as part of the theory platform: Diasporic fashion in Paris and the African American market. The empirical data collection consists of a literature review of secondary sources. This study uses ethnographic research techniques and draws upon previous research within a large array of fields including ethnographic field work, cross-cultural studies, fashion theory, economics, politics, social sciences and psychology. The study also includes the author’s own work experience within the field of trend forecasting and fashion. Sources used include academic articles, fashion literature, encyclopedias, newspaper and magazine articles, TV-programs, web sites as well as other online resources.

Contribution This master’s thesis study suggests an elaborate fashion research approach for product development. For fashion brands who put cultural value at heart of their business strategies, this report may address useful insight for various professionals across the organization. By understanding the nature and dynamics of cultural hybrid fashion, brands can improve the way of working with style and trends. Adding content may bring value to the brand, define its positioning on the market, encourage indigenous markets, minimize the risk of cultural appropriation and, importantly, increase the sustainability of fashion. The study may furthermore contribute to the society by open up for reflection regarding the actual value of fashion.