I am Dina Nivunhella, a recent Fashion Marketing graduate from the University of Southampton. Growing up in West London as a South Asian woman, surrounded by a vibrant and diverse community, shaped my interest in cultural identity, storytelling and cultural representation within the fashion industry. For my dissertation, I looked into the cultural appropriation of Indian embroidery within Western luxury fashion. My research emphasised how traditional techniques and the heritage of marginalised communities are often commercialised without credit or respect. It’s important to highlight how their craftsmanship is often erased or misrepresented in mainstream fashion. The project allowed me to investigate how Indian society is affected by this exchange, delving into topics such as colonisation, Western validation and where the line is drawn when it comes to cultural borrowing. I emphasised the importance of not only raising awareness around this issue, but also taking action by encouraging more fashion brands to collaborate with cultural sensitivity consultancies. I also proposed a journalism website aimed at both the public and industry professionals, providing access to the latest information and resources, while enabling brands to network and connect with agencies to support ethical practices. Throughout my degree, I have made the conscious effort to explore different cultures and the way they communicate through fashion. It demonstrated how influential marketing can be, and how it can be used as a tool for education and positive change. I aim to contribute to the world of fashion marketing by driving effective and responsible storytelling and helping brands engage with culture more authentically and respectfully.