Abstract
The fashion scene in Africa is characterised by an outpouring of talent, with contemporary designers reinterpreting traditions and creating innovative silhouettes by combining fabrics in new and exciting ways. In Zambia, the trend is also witnessing an exciting phase of expansion and evolution, particularly with the growing interest of young men openly wearing stylish Chitenge outfits. As the proliferation of outfits continues to diversify on the market, this emerging demographic of men are becoming more conscious and mindful about how they present themselves through dress. The rising movement in the twenty-first century revolves around moving away from dominant dress conventions and giving fashion-conscious men a voice. This study, therefore, concentrates on millennials spending a lot of time and energy embracing vibrant, divergent men’s Chitenge outfits. The study gleans insights from ten in-depth semi-structured interviews among male students between 24-29 years pursuing higher education at the University of Zambia, located in Lusaka, the capital city of Zambia. The study investigates the meaning of wearing outfits made from an African fabric known as the Chitenge in Zambia. The cloth embodies socially constructed gendered norms and is traditionally only worn by women within a sociocultural context. However, young men are increasingly wearing outfits made from this cloth, ultimately challenging the gender status quo and meanings associated with the Chitenge. The study concludes that Chitenge outfits allow the respondents to communicate their identity. These young men also believe there are no right or wrong ways to wear Chitenge outfits in response to the navigation of gender norms. They are thus moving away from hegemonic masculinity expectations and are crafting a personal sense of style through fashion and reimaging expressions of masculinities in conservative Zambia. The findings point to contemporary gender-blurring shifts illuminated through the lived experiences of these millennials.
M.A. (Communication Studies (RD))