#WacondaCameToSlay — Is Black Panther movie more than just entertainment?

When Serena Williams donned a Black Panther style outfit at the French Open, she was not the only one inspired by the African clothing in the Black Panther movie. But, ‘What attracts consumers, most of whom have not even been to Africa, to wear African garb?’ And more generally, ‘What motivates these consumers to represent and pay homage to Africa on their body?’ We argue that consumer desire to represent resistance to social injustices, to connect with the Motherland, and to educate others about African American history are three motives that underlie the observed consumer behavior.

Article

Historicizing and authenticating African dress: diaspora double consciousness and narratives of heritage and community

Journal

Consumption Markets & Culture

cO-AUTHOR

Elif Izberk-Bilgin