Paper short abstract:

In addition to causing the economic development of the whole city, the initiation of the organized work of hand-made woolen garments, which included over 2000 Zlatibor knitwear, also implied a change in stereotypical family relations in this area.

Paper long abstract:

The work revises the process of commercialization of tradition in the case of fashion production "Sirogojno style" - which, using the segments of traditional thesaurus, created a visual identity recognizable on the domestic and foreign market in the second half of the last century. In addition to causing the economic development of the whole city, the initiation of the organized work of hand-made woolen garments, which included over 2000 Zlatibor knitwear, also implied a change in stereotypical family relations in this area. Growth production and distribution of hand-made triangles provided to rural women, until then exclusively related to family households and without personal income, the possibility of earning one's own earnings, thereby changing the traditional picture of the role of women in both the family and the wider community. The emancipation of a rural woman took place in several directions and at various levels of social and family relations.