Haifaa Younus

'Threads of Tradition: Exploring the Integration of Mukesh Embroidery into Global Fashion' by Haifaa Younus

This thesis examines the incorporation of Mukesh embroidery, a traditional Pakistani skill, into the global fashion scene. An extensive research approach employs case studies, market analysis, artisan interviews, and a literature review to examine the historical, cultural, and economic aspects of Mukesh embroidery within the global fashion discourse. Beginning with an examination of its historical and cultural origins, the study examines how Mukesh embroidery evolved from a traditional method of embellishing to a highly regarded art form that embodies the cultural history of its artists. Case models exhibit a scope of combination strategies, from local area-driven ventures to widely discussed organisations among fashioners and Mukesh craftspeople. This demonstrates that the art can reach audiences all over the world and transcend national boundaries.