Performing Eurasia in the textiles and clothing businesses along the Silk Road

The article looks at the processes, metaphors and politics of the “Silk Road” as an ideological concept and the ways in which “authenticity” is actively constructed, implemented and performed as a strategy for development by government, non-governmental agencies and business owners. Case studies from Uzbekistan, Tajikistan and Kazakhstan are touched upon and material from interviews, observations and examples from material culture presented. This project seeks to analyse: the culture of the textiles business in Central Asia and how this operates at the seams of national-ethnic identity within the Eurasian context; the formal and informal business practices of the everyday, operating within the discourses of economic development; and how consumer culture may be interrogated as a means for performing identity at the local and global perspectives. Contemporary intersectional approaches to understanding the business of textiles and fashion in Central Asia should redress the marginalisation of academic efforts across multiple disciplines to unite the region inwardly and outwardly and call for an integrated approach to considering both the cultural and economic value of handmade textiles, which acknowledges and makes visible the role of the artisan, the designer, the entrepreneur, the retailer and all the stages that exist in the value chain between production the final consumer. The precursors to the current framework of research necessarily lie in the work of scholars of development and industrialisation established during the Soviet period. Their expertise must be called upon to enrich the perspective presented here, which is focused on contemporary craftsmanship and enterprise in Central Asia and how current practices in design and business may offer fruitful opportunities for development of the New Silk Road project, both intellectually and economically.