A La Mode De Qatari – Fashion as Intercultural Communication

This research investigates the role of fashion diplomacy in fostering intercultural communication in Qatar. While the literature extensively discusses the importance of intercultural communication and soft power, there exists a notable gap concerning the utilization of fashion diplomacy as an intercultural tool. This study aims to address this gap by exploring Qatar’s fashion diplomacy efforts using the theoretical frameworks of soft power, cultural diplomacy, and sports diplomacy. The study adopts a case study approach, employing a qualitative methodology including semi-structured interviews with 10 VCUarts professors and students/alumni. Through this approach, the study identifies two main findings. Firstly, Qatar's fashion initiatives are positioning it as an intercultural hub, evident through its fashion initiatives within sporting events, representation in the fashion industry, and successful fashion events attracting both local and international audiences, promoting intercultural exchange. Secondly, the findings showcase that two factors are hindering Qatar from excelling in its fashion diplomatic efforts: the closure of the VCUarts Fashion Design department and the lack of investment in fashion infrastructure.

These factors could potentially result in a restrained involvement of Qatari fashion innovation, indicating a lack of emphasis on fashion as a tool to enhance Qatar's soft power and engage with diverse cultures. This research makes a significant contribution to academic discourse by introducing the concept of fashion diplomacy and exploring its potential to emerge as Qatar's next soft power tool, while also positioning Qatar as a central hub for intercultural exchange facilitated by fashion.