01876nas a2200241   4500000000100000000000100001000000100002008004100003653002100044653002000065653002300085653002100108653001900129653007400148100001600222700001500238245016700253856014900420300001000569490000900579520103300588022001301621       2022                            d10aRomanian peasant10aEthnic identity10aheritage community10anational costume10apeasant attire10atraditional Romanian women’s blouse with embroidery on the shoulder1 aA. Hulubaș1 aI. Repciuc00aBeyond a Social Phenomenon: The Ia and the Valorification of a Cultural Identity Pattern [Dincolo de un fenomen social: ia și valorificarea unui tipar identitar]  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85134724579&doi=10.51391%2ftrva.2022.05.04&partnerID=40&md5=7df6184cd876506f8d7e12c20ef81680  a21-290 v20223 aThe paper aims to explain the concept of “identity” by drawing the intricate cultural and political history of an important piece of the Romanian peasant attire. Involved and instrumentalized within various political and cultural identity programs, traditional clothing was exhibited by ethnographers, anthropologists, cultural activists for a long time as an identity landmark meant to display racial differences, national stereotypes, and social hierarchies. The Romanian peasant attire was thus transformed from a community internal practical and symbolical object to an ethnic and then national identity tool. More recently, the national project of inscribing the traditional Romanian female blouse with embroidery on the shoulder on the UNESCO Representative List of the Intangible Cultural Heritage is an opportunity for various stakeholders and promoters to reuse and commodify this clothing piece within their own cultural and commercial programs and to redefine and redesign the concept of “heritage community”.  a02550539