Clothing practices reflect the everyday decisions that people make about their individual and collective identity, their negotiation of class, age, gender, religion; and in the context of space, such as workplace to school, to home, and to a special occasion. Transnational fashion is therefore clearly embedded within local contexts. In London for example, a preference for ‘Indian clothing’ was justified on the grounds of practicality and comfort, while in India it was also preferred on the grounds of style, quality and fit. (Jackson et al 2007)
Therefore, Jackson et al argue that a variety of ‘global’ influences are indigenised within specific consumption contexts and that locally meaningful discourses shape individual consumption practices. Whilst fashion may be transnational in nature, crossing global borders, it is highly localised in terms of consumption.