Curating Digitization System: Digitizing Value-driven practices of Intangable Cultural heritage Fashion for Nation branding and Safeguarding

Abstract

This thesis explores the concept of Nation Branding and its influence on sustainable development through the digitization of a country’s Intangible cultural heritage (ICH) resources, to enhance the Saudi brand spiritual identity and Safeguard ICH fashion. focusing mainly on ICH fashion craftsmanship. Fashion is a crucial aspect of a country’s visual identity, it’s a source of pride for a country’s people, reflecting its traditions and values, contributing to both its economy and culture. However, in the case of Saudi Arabia rebranding and digital transformation, we notice a gap as there is limited access to information regarding Saudi ICH fashion on the internet, specifically relating to its intangible values that drives its fashion design aesthetics and functionality. This creates a gap in communication and connection between the Saudi Fashion identity and its digital generations fashion identity. the researcher is proposing a digitization system to establish and sustain an accessible digital point for craftsmanship and driving values of Saudi CH fashion on the internet. To address this issue, the research methodology employed a curative-innovative digitizing system, incorporating a qualitative Hybrid design using exploratory, historical documentation, and information design methods. Information design stage was in partnership with The Royal Institute of Traditional Arts (TRITA). As it was established as part of the Saudi Vision 2030 initiative to safeguard and educate Saudi Arabia’s culture for new generations as well as to promote its heritage with the world. It is important to note that the project section of the research represents the author’s opinion and is not endorsed by the Royal Institute of Traditional Art. Furthermore, it should be emphasized that this is a hypothetical scenario reflecting only the researcher’s perception. Moreover, the project part investigated Sustainability as driven-value to test the efficiency of the methodology, and choose Najd, the central region women’s fashion as scope to investigate it, and Al-Miqtaa costume craftsmanship as digitization sampling. The research findings confirm the validity of this digitizing system and highlight the value-driven nature of Saudi CH fashion, representing rooted and active values that can be a competitive advantage for the Saudi economy and branding archetype. Additionally, as part of the sampling project, it has been validated that sustainable design-thinking is deeply embedded in the Saudi society’s inheritance, resulting from the economic and environmental challenges they faced.