The Culture of Elegance

The Role of Fashion in International Relations and Communication

Abstract

Although the canonisation of fashion diplomacy is still in progress, it is increasingly emerging as a subject of scholarly discourse. This growing attention stems from the fact that in an ever more globalised world, soft power is exerted across “softer” domains. Simultaneously, there is a pressing need for novel pathways that foster unity and mutual respect while avoiding the scepticism often directed at traditional diplomatic practices. Fashion diplomacy may be understood as a complex social code capable of transmitting meaning, while also functioning as a site of intercultural mediation that encompasses both cultural and economic dimensions. This study explores the practical application of fashion diplomacy among Hungarian diplomats serving in diverse geographical and cultural contexts. Drawing on responses from seventeen Hungarian embassies, the research maps the role of dressing in diplomatic practice and examines the extent to which it is employed as a strategic instrument. The findings suggest that the significance of attire is recognised across all cultural contexts under investigation; however, notable differences emerge in the degree and manner of its application. Fashion diplomacy appears most prevalent among diplomats stationed in Western cultural settings, whereas in the Middle East its use is shaped by lower levels of female participation and prevailing social constraints. The research further addresses the distinctive role of female diplomats and engages with the issue of cultural appropriation. Overall, the study concludes that fashion diplomacy constitutes an effective tool for communication and image-building, contributing meaningfully to diplomatic success across varied cultural environments.