The commodification of ethnic cultural symbols in the fashion industry has profound implications, not only for consumer culture but also for the identities of the communities from which these symbols originate. Once deeply embedded in local culture and traditions ethnic symbols are increasingly decontextualised for mass consumption, risking erosion and commodification of cultural identity. The commodification of symbols has long been a central topic in Sociology; however, within the field of marketing, it remains a relatively emerging area of study. Despite the growing prominence of ethnic fashion in global markets, there remains a substantial research gap in understanding the impact of commodification on both the cultures of origin and the broader fashion industry. This chapter addresses the research gap by examining how fashion brands decontextualise ethnic symbols, often disregarding their cultural significance, and explores the tension between commercialisation and commodification. This chapter makes two significant contributions to the study of cultural commodification in the fashion industry. First, it extends the theoretical understanding of this phenomenon by presenting an Analytical Framework: Commodification of Ethnic Cultural Symbols in Fashion. This framework provides a structured approach to examining the transformation and appropriation of cultural symbols within global fashion systems. Second, this chapter offers practical and strategic solutions aimed at guiding industry practitioners towards fostering social sustainability. Through this dual focus on theoretical advancement and practical application, this chapter bridges critical gaps in existing scholarship while promoting sustainable practices in the industry.