INTRODUCTION

Culture and fashion have always gone hand in hand. Fashion is a kind of reflection of the prevailing culture in a given community, it allows you to express your values, as well as show your cultural affiliation. Fashion is unique in every culture, including when it comes to Europe. Colours are also not insignificant; through colours people can express themselves, their emotions and convey important messages to others. They are also an important and integral part of marketing, including fashion marketing, and we should be aware of this. In this submodule, we will discuss the importance of culture and colours in fashion, as they can have quite different meanings in different parts of the world.