The Transformation of Social Values in The Meaning of Traditional Bridal Attire For Bugis Makassar Women by Mua (Makeup Artists) in Makassar City

Abstract

Bugis Makassar traditional bridal fashion is not just a dress worn by the bride-to-be, but as a symbol that has requirements with cultural meanings and traditional values. This research is a qualitative descriptiveresearch that aims to explore the transformation of social values in the meaning of traditional Bugis Makassar bridal fashion by MUA (makeup artists) in Makassar city. This research uses observation, observation, interview and google form methods with several MUA communities in Makassar city. Research data was taken from websites, scientific journals, with the research subjects being 5 mikeup artists. The data analysis technique used is qualitative presentation. The results showed that social values are reflected in several aspects, such as fashion designs that are modified from traditional to modern models, changes in interpretation of meaning and symbols of the traditional clothing of Bugis Makassar. Despite efforts to maintain cultural authenticity, pressure from the market, fashion development trends and the desire of brides-to-be to look more modern often cause a shift in the meaning and values of the traditional bridal attire. The importance of education and in-depth understanding of cultural meanings and values for mikeup artists to maintain the balance between innovation and local wisdom culture. Thus, this research contributes to the discussion on cultural preservation in the context of modernisation and globalisation, and provides recommendations for mikeup artists in their professional practice.