The Influence of Youth Culture on Fashion Trends in Ghana: A Sociocultural Analysis

Abstract

This study sought to explore the youth culture that shapes fashion trends in Ghana; social, cultural and economic factors that determine fashion trends amongst the youth. The study used case study under qualitative research method; Interview and Focus Group Discussions, conducting a survey among the Ghanaian Youths of 18-30 Years. It became clear that youth fashion as indicated in the findings is a product of a synchronization of the global, traditional, social media, peer group and economic forces. Today young people are so motivated by western media and celebrities and their fashion that they stick to these fabrics only during occasions like weddings and funerals where traditional outfits such as Kente and batakari are embraced. There was also some evidence of gender blurring in fashion, meaning that youth who appeared androgynous broke the gender stereotypes of dressing code. In addition, fashion choices were significantly determined by costs stating that (obroni wawu) second-hand clothes were embraced through economic constraints by the youths. The study recommended encouraging the usage of fashionable and quality local materials in fashion designing and using social networks for the marketing of local fashion. In all, this qualitative study helps to understand the current state of fashion in Ghana calling for the emergence of youth fashion entrepreneurship to foster the new culture and economy.