Fatima Mushtaq2025-11-262025-11-262024https://escholar.umt.edu.pk/handle/123456789/12903The core of this paper is about the relationship between fashion and culture, with an evil eye as a symbol. It looks at the connections through fashion studies, cultural anthropology and consumer behavior. The study aims to help readers understand why the evil eye is culturally significant in the fashion world— and how it influences consumer perceptions and actions based on this cultural background.The first part explores where the evil eye came from historically and culturally: looking at how it found its way into clothing plus other embellishments all across different geographies such as Turkey, Greece and the Middle East. We take a detailed look at these regions' varying symbolism and mythologies surrounding the evil eye, which show up as vastly divergent due to their unique cultural evolutions: creating an intricate tapestry befitting an ancient emblem's centuries-old history.The evil eye motif has a long history but now taken and given new meanings in today’s fashion which this study then delves into It looks at how this symbol finds its way into fashion design and branding, and the later connections with consumers. The research takes a multi-pronged approach: qualitative and quantitative analysis through detailed interviews, surveys among consumers on selected fashion items as well as visual observations. These methods aim at capturing a broad picture of consumer perceptions and actions towards the evil eye symbol used in present day fashion trends.Two key themes in the paper are fashion as a means of cultural expression. How it can be exploit to create identities by wearing what we wear. The relationship between the preservation of tradition and the promotion of innovation in fashion design is explore in detail. In particular, it looks at how old symbols take new life in today's world— an exploration that leads us down paths revealing what donning an evil eye emblem might mean psychologically for those who wear it (as well as how such symbols influence social dynamics).In addition, the work examines ethical considerations in relation to clothing choices where production methods frequently go hand in hand with superstitions such as bad eyes. The question arises as to what value we place on the preservation of culture through clothing while at the same time ensuring that it continues to be socially acceptable: producers and consumers need to maintain their own business, but also demand for culturally relevant products, which are ethical.This thesis contributes significantly to academic discussions on fashion studies, cultural anthropology and consumer behavior by providing a nuanced view of the cultural importance as well as consumers' perception of evil eyes in fashion. This work is not only intend to enhance the study of cultural symbols in fashion, it also serves as a guide for industry when dealing with the complicated issue of culture appropriation versus appreciation.enThesis