Our research in central Sardinia has highlighted the richness of local intangible cultural heritage (ICH), particularly in traditional artisanal craftmaking of textiles, garments, and accessories. These practices are not only living expressions of cultural identity but also assets that connect with contemporary dynamics in creative industries, fashion, and cultural tourism. Indeed, while globalization and e-commerce have transformed markets, many cultural products retain their highest value and authenticity when purchased and experienced in the very places where they are created.
An interesting contribution comes from the initiative of UN Tourism and USI – Università della Svizzera italiana – which promotes the role of fashion in creating sustainable and engaging cultural tourism experiences.
According to this study, the fashion ecosystem can play a vital role in cultural transmission as well as in the economic empowerment of cultural creators connected to fashion.
In fact, on one hand, high fashion increasingly seeks inspiration from local traditions, embedding them in global collections. In the other hand, due to the international visibility and reputation of high fashion designer at world level, these products can act as powerful cultural ambassadors, spreading the image of unique territories worldwide. They open pathways to discovering museums, exhibitions, folklore, performing arts, and indigenous creators, while nurturing the imagination of potential tourists and strengthening Europe’s cultural diversity.
Among many examples of links between high fashion and promotion of territories, one meaningful is that of Dolce & Gabbana, conducting a 2 years full immersion study with a dedicate team to “capture” the spirit of the place (the “genius loci”) in the region of Puglia.
In 2023 they presented a collection inspired by the specific internal area
known for the ancient traditional houses, the “trulli”.
In Sardinia, despite the richness of tradition and the presence of artisanal craftmaking practices — some of which are unique worldwide — no examples of connections between high fashion designers and the territory have yet been documented.
We think that actively promoting such connections and collaborations could provide a strong boost for local communities, fostering the creation of new sustainable jobs, particularly for women.
