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<p>This article examines how Hindu women in Italy negotiate identity at the crossroads of devotion, gender norms, and consumer culture. Drawing on ethnographic cases—from Miss Bangladesh Italy 2018 to the 2025 Durgā Pūjā in Rome—the analysis shows how dress, ornament, and ritual performance shape women’s agency in diasporic and transnational Hindu communities. It also considers Gen-Z desi influencers who connect Italy and South Asia online, reinterpreting tradition while reproducing or contesting ideals of beauty and ‘whiteness’. By linking ritual aesthetics to global markets, the article argues that contemporary Hindu femininities in Italy emerge where ritual expression, fashion, and transnational belonging meet.</p>

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Between Devotion and Consumption: The Material Culture of Hindu Femininity in the Italian Diaspora

  • 期刊论文

  • 发表日期：

    2025年6月1日

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  • Marianna Ferrara

摘要

This article examines how Hindu women in Italy negotiate identity at the crossroads of devotion, gender norms, and consumer culture. Drawing on ethnographic cases—from Miss Bangladesh Italy 2018 to the 2025 Durgā Pūjā in Rome—the analysis shows how dress, ornament, and ritual performance shape women’s agency in diasporic and transnational Hindu communities. It also considers Gen-Z desi influencers who connect Italy and South Asia online, reinterpreting tradition while reproducing or contesting ideals of beauty and ‘whiteness’. By linking ritual aesthetics to global markets, the article argues that contemporary Hindu femininities in Italy emerge where ritual expression, fashion, and transnational belonging meet.