Cultural Identity in Motion: How Youth are Adopting Block Print in Everyday Fashion

Abstract

This research investigates the growing adoption of block-printed textiles among youth and its implications for cultural identity and contemporary fashion. Block printing, a traditional handcrafted technique with deep historical roots, is being reinterpreted by young consumers who integrate it into daily wear, blending heritage aesthetics with modern style. Through an analysis of fashion trends, social media influence, and sustainable consumption practices, the study demonstrates how youth use block-printed garments to express individuality, cultural pride, and ethical values. The findings highlight the dynamic interplay between tradition and modernity, positioning block printing as a living craft that continues to shape cultural identity in motion.

Introduction

Block printing is one of India’s oldest and most culturally significant textile crafts, practiced across regions like Rajasthan, Gujarat, and Madhya Pradesh, each known for distinctive motifs and natural dye techniques. Traditionally used for sarees, dupattas, and home décor fabrics, the craft reflects local stories, beliefs, and artistic heritage. In recent years, however, block printing has undergone a transformation as younger consumers embrace it for its sustainability, handmade appeal, and cultural authenticity. This shift has brought block-printed textiles into modern fashion through shirts, dresses, co-ord sets, and Indo-Western silhouettes, bridging rural craftsmanship with contemporary urban style.

Process

The block-printing process includes fabric preparation, dyeing, printing using carved wooden blocks and chemicals to create patterns, and drying.

Problem Identified

During fieldwork in Ujjain, it was observed that artisans largely produce traditional items that appeal mainly to older buyers. Meanwhile, survey results show Gen Z is interested in block-printed clothing but finds current designs too traditional or repetitive for everyday wear. This highlights a gap between traditional craft practices and modern aesthetic preferences, indicating the need for fresh, minimalistic, and contemporary design approaches to keep the craft relevant.

Literature Insights

Research by Preetha (2024), Pandey (2022), Garg & Singh (2020), Edwards (2016), and Saha (2024) collectively shows that block printing is evolving through:

• Innovative motifs, colors, and layouts

• Sustainable, eco-friendly production

• Modern silhouettes that appeal to youth

• Cultural expression and identity

• Digital media promotion through platforms like Instagram and Etsy

These studies emphasize that block printing survives and thrives by adapting to changing fashion trends while preserving its cultural roots.

Methodology

A qualitative research approach was used to understand how block printing is merging with youth fashion.

• Research Design: Descriptive and exploratory, focusing on how artisans maintain tradition while experimenting with modern designs.

• Primary Data: Field visits, workshop participation, artisan interviews, and discussions with youth to learn their preferences.

• Secondary Data: Books, journals, fashion reports, and online sources related to textile crafts and sustainable design.

• Analysis: Thematic analysis identified key themes—heritage preservation, sustainability, modern adaptation, and youth engagement.

Conclusion

This research shows that block printing is more than just an old craft — it’s a living part of India’s culture that continues to change with time. During the study, it was clear that young people are giving new life to this traditional art by using it in casual and everyday fashion. They see block-printed clothes as something that connects them to their roots while also matching their modern style. Artisans, on the other hand, are trying to keep traditional methods alive while also experimenting with new designs and colour ideas that appeal to today’s youth. The study also found that block printing fits well with the idea of sustainable and handmade fashion, which many people now prefer. By mixing old techniques with fresh ideas, this craft is finding its place in the modern world again. In short, block printing has moved from being something traditional to something trendy and meaningful. It represents both cultural pride and creativity — showing how tradition can grow and stay alive when people continue to value and adapt it.

References

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Copyright

Copyright © 2025 Dr. Amrita Rajput, Harshita Meena. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.