Sandra Niessen is an Anthropologist, Department of Human Ecology, University of Alberta. Ann Marie Leshkowich is Assistant Professor of Anthropology, College of the Holy Cross. Carla Jones is Vernacular Modernities Postdoctoral Fellow, Emory University.

'This is a very good book that will be read with great appreciation by people who understand the importance of fashion in the web of human society.'Fashion Theory 'This book will be useful to readers (or fashion theorists) who are interested in understanding globalization of Asian dress from anthropological, sociological, political and historical perspectives.'Myoung Kim, University of Wisconsin, in International Textile and Apparel Association newsletter (Jan 06)

• Contents Notes on Contributorsvii Acknowledgmentsix Introduction: The Globalization of Asian Dress: Re-Orienting Fashion or Re-Orientalizing Asia?1 Carla Jones and Ann Marie Leshkowich 1Three Scenarios from Batak Clothing History: Designing Participation in the Global Fashion Trajectory49 Sandra Niessen 2The Ao Dai Goes Global: How International Influences and Female Entrepreneurs Have Shaped Vietnam's "National Costume"79 Ann Marie Leshkowich 3Korean Alterations: Nationalism, Social Consciousness, and "Traditional" Clothing 117 Rebecca Ruhlen 4Designing Diasporic Markets: Asian Fashion Entrepreneurs in London139 Parminder Bhachu 5National Colors: Ethnic Minorities in Vietnamese Public Imagery159 Hjorleifur R. Jonsson and Nora A. Taylor 6Dress for Sukses: Fashioning Femininity and Nationality in Urban Indonesia185 Carla Jones 7Fashion-Nation: A Japanese Globalization Experience and a Hong Kong Dilemma215 Lise Skov Afterword: Re-Orienting Fashion Theory243 Sandra Niessen Index267

Sandra Niessen is an Anthropologist, Department of Human Ecology, University of Alberta. Ann Marie Leshkowich is Assistant Professor of Anthropology, College of the Holy Cross. Carla Jones is Vernacular Modernities Postdoctoral Fellow, Emory University.

'This is a very good book that will be read with great appreciation by people who understand the importance of fashion in the web of human society.'Fashion Theory 'This book will be useful to readers (or fashion theorists) who are interested in understanding globalization of Asian dress from anthropological, sociological, political and historical perspectives.'Myoung Kim, University of Wisconsin, in International Textile and Apparel Association newsletter (Jan 06)

• Contents Notes on Contributorsvii Acknowledgmentsix Introduction: The Globalization of Asian Dress: Re-Orienting Fashion or Re-Orientalizing Asia?1 Carla Jones and Ann Marie Leshkowich 1Three Scenarios from Batak Clothing History: Designing Participation in the Global Fashion Trajectory49 Sandra Niessen 2The Ao Dai Goes Global: How International Influences and Female Entrepreneurs Have Shaped Vietnam's "National Costume"79 Ann Marie Leshkowich 3Korean Alterations: Nationalism, Social Consciousness, and "Traditional" Clothing 117 Rebecca Ruhlen 4Designing Diasporic Markets: Asian Fashion Entrepreneurs in London139 Parminder Bhachu 5National Colors: Ethnic Minorities in Vietnamese Public Imagery159 Hjorleifur R. Jonsson and Nora A. Taylor 6Dress for Sukses: Fashioning Femininity and Nationality in Urban Indonesia185 Carla Jones 7Fashion-Nation: A Japanese Globalization Experience and a Hong Kong Dilemma215 Lise Skov Afterword: Re-Orienting Fashion Theory243 Sandra Niessen Index267