The timeless silhouette : Maltese motifs & symbols in fashion design

Abstract

Maltese national symbols and motifs are used by an increasing number of fashion designers in Malta. The impact of the use of symbols on customers of fashion and the reasons for their use by designers has been studied in other countries but never in Malta. In this work there is an attempt to study the views of the customers and designers on the use of national motifs in fashion design. A questionnaire was sent to consumers through social media, and interviews were performed with four designers who use Maltese national motifs and symbols. There were 243 consumer respondents. Most participants had clear understanding of national symbols and motifs. A quarter of respondents believe these motifs belong in fashion and two-thirds claimed they would buy clothes carrying them mostly claiming for nationalistic or branding reasons. The vast majority believe that their use is celebratory and not the sale of national identity. Most of the respondents believed that their use is appreciation but one third believed that there is appropriation as well as appreciation. The consumers and designers suggested that these icons contribute to create a community, even in other countries, and that they promote tourism. The designers agreed with the consumers that their presence in fashion is celebratory, represents national identity, creates a community, and influences how they are perceived. The designers use them because they are inspired by their surroundings. They think it might be a trend, but they believe it promotes sales. In conclusion, the consumers and the designers believe that national symbols and motifs belong in Maltese fashion designs. They celebrate national identity, branding and are used as an appreciation rather than appropriation. The Maltese designers’ inspiration from Maltese iconography helps the sales both in Malta and abroad and gives the consumers a design that they want.