For South Asia, fashion and consumption have come to play an increasingly important role in the lives of young people and in the formation of youth cultures. Afghanistan, Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan and Sri Lanka have all, in related and distinctive ways, been producing confident young fashion consumers, who are proving to be an important market for fashion.This book explores South Asian youth cultures and fashion across the countries of this region and their diasporas from a transnational perspective. Through visual and textual analysis of film, photography and digital cultures, as well as ethnographic fieldwork, the expert contributors look at how gender, sexuality, class, the media and faith intersect with and style youth cultures. By establishing the heterogeneous nature of South Asia and its youth cultures, they also dismantle grand western narratives that tend to understand the region's diverse cultural modernity through the lens of homogeneity.

List of Images
List of Plates
Contributor Notes
Acknowledgements
Style, Fashion and Media in South Asian Youth Cultures - Lipi Begum, Rohit K. Dasgupta and Reina Lewis
1. Street Style vs. Style on the Street?: Two Interpretations of Indian Street Fashion - Arti Sandhu
2. Style-ish Girls and Local Boys: Young Women and Fashion in Chennai - Sneha Krishnan
3. Rituparno Ghosh, Sartorial Codes and the Queer Bengali Youth - Rohit K. Dasgupta and Kaustav Bakshi
4. In/Visible Space: Re?ections on the Realm of Dimensional Affect, Space and the Queer Racialised Self - Raisa Kabir in conversation with Lipi Begum and Rohit K. Dasgupta
5. Faces of Subversion: Queer Looks of India - Sunil Gupta and Charan Singh
6. Designing for 'Zippies' and the Madness of Bhootsavaar: On Commercially In?ected Artistic Nationalism and Branded 'Subcultures' - Tereza Kuldova
7. Trouser Wearing Women: Changing Landscape of Fashion among Free Trade Zone Factory Workers and Contemporary Political Tensions in Sri Lanka - Sandya Hewamanne
8. Changing Fashions of Bhutanese Youth: Impacts on Cultural and Individual Identity - Paul Strickland
9. Matching Clothes and Matching Couples: The Role of Dress in Arranged Marriages in Kathmandu - Sarah Shepherd-Manandhar
10. 'Of Course It's Beautiful, but I can't Wear It!': Constructions of Hindu Style among Young Hindustani Women in Amsterdam - Priya Swamy
11. Bras are not for Burning: The Bra and Young Urban Women in Delhi and Bombay - Lipi Begum
Index

Lipi Begum is Programme Leader in Fashion Management at the Winchester School of Art, University of Southampton, UK. Formerly lecturer in Marketing and Branding at the London College of Fashion, University of the Arts London, she has worked as a global consultant for the ready-made garment sector in Bangladesh. She is developing her research practice in gender, South Asian consumer cultures and fashion creative industries.
Rohit K Dasgupta is lecturer at the Institute for Media and Creative Industries, Loughborough University, UK. He is the author of Digital Queer Cultures of India (2017) and is co-editor of Masculinity and its Challenges in India (2014) and Rituparno Ghosh: Cinema, Gender and Art (2015).
Reina Lewis is Centenary Professor of Cultural Studies at London College of Fashion, University of the Arts London, UK. Her books include: Muslim Fashion: Contemporary Style Cultures (2015); Rethinking Orientalism: Women, Travel and the Ottoman Harem (I.B. Tauris, 2004), Edited volumes include: Modest Fashion: Styling Bodies, Mediating Faith (I.B. Tauris, 2013); Gender, Modernity and Liberty: Middle Eastern and Western Women's Writings: A Critical Reader (with Nancy Micklewright, I.B. Tauris, 2006), and Feminist Postcolonial Theory: A Reader (with Sara Mills, 2003). Reina Lewis co-edits with Elizabeth Wilson the Dress Cultures Series at I.B. Tauris and the Cultures in Dialogue series with Teresa Heffernan.