Fashion has always played a vital role in how individuals present themselves and integrate into society. From individual emblems to globally recognized trademarks, fashion has proven that it does not only survive the pressure of time but elegantly flourishes because of it. As such, when local folklore becomes an internationally recognized symbol, campaigns that raise awareness and give credit to local craftsmen have the potential to develop a meaningful basis for establishing new brands and fighting cultural appropriation.
This paper aims to address the role of campaigns in promoting folklore and ethical fashion by using the case study La blouse Roumaine. The first part is a historical synopsis, depicting the role of folklore in symbolism and tradition. The second part focuses on theory, arguing that fashion can be used as an instrument for both cultural diplomacy and the promotion of narratives. The third part covers the case study of La blouse Roumaine. From the expansion of globalized capitalism to marketing and public relations strategies, the case of the Romanian blouse stands out because of its impact on the fashion industry and Romanian society. It is interesting to observe how the #GiveCredit campaign emerged, and if it truly mattered. From Matisse to YSL and the creation of Bihor Couture, the paper presents the story of the Romanian blouse as an international label associated with fighting cultural appropriation.