Global Influences on Traditional Wear among Generation Z in Saudi Arabia

Abstract

This study explores the intersection of global fashion trends and traditional dress among Generation Z women in Saudi Arabia, highlighting the influence of socio- cultural changes and Vision 2030 reforms. With the relaxation of restrictions on women since 2017, especially the freedom to choose public dress, this research investigates how these changes affect cultural identity. Using an interpretivist philosophy and inductive reasoning, semi-structured interviews with 13 Gen Z women from diverse income levels and geographical locations were conducted. Thematic analysis revealed key themes: the integration of modern elements into traditional attire, personal empowerment through fashion, and the balance between cultural expectations and contemporary styles. Urban and high-income women showed a tendency to combine global trends with traditional clothing, while rural and lower- income women maintained a strong preference for traditional attire. Despite increased autonomy, cultural and familial expectations continued to influence clothing choices. The study found that while Vision 2030 has enhanced personal empowerment for some, its impact is not uniformly felt. Resistance to global fashion trends among certain segments highlights the persistence of traditional values. The findings have significant implications for academics studying cultural globalization and policymakers aiming to promote gender equality. Future research should consider broader geographic regions and other age groups to provide a more comprehensive understanding. This study contributes to the understanding of how global influences interact with local traditions, shaping the evolving cultural identity of Saudi Gen Z women amidst socio-cultural transformations.