<![CDATA[Perkembangan globalisasi dan dominasi visual budaya populer menyebabkan menurunnya kedekatan Gen Z terhadap aksara Sunda sebagai warisan budaya lokal, khususnya di Kota Bandung. Kondisi ini menegaskan perlunya media alternatif yang mampu menghadirkan aksara daerah secara relevan bagi generasi muda. Penelitian ini bertujuan menganalisis keefektifan penerapan aksara Sunda dalam desain fesyen modern sebagai media pengenalan kembali dan pelestarian budaya di kalangan Gen Z Kota Bandung. Penelitian menggunakan pendekatan deskriptif kualitatif melalui analisis visual formal dan wawancara mendalam terhadap 10 narasumber Gen Z serta satu informan pendukung praktisi fesyen, dengan studi kasus utama pada brand Aksara karya Shadrina dan Ramadhan yang menerapkan teknik block printing. Hasil penelitian menunjukkan bahwa aksara Sunda dalam fesyen modern diterima secara positif ketika diolah sebagai motif visual yang dominan dan terintegrasi dengan desain. Fesyen terbukti berfungsi sebagai media pemantik kesadaran budaya. Oleh karena itu, penelitian ini merekomendasikan strategi desain inovatif, berkelanjutan, dan kolaboratif dalam industri kreatif lokal.Kata kunci: aksara Sunda; desain fesyen modern; pelestarian budaya; Gen Z; Kota Bandung---An Analysis of the Effectiveness of Sundanese Script in Modern Fashion Design for Cultural Preservation among Gen Z in Bandung City. The advancement of globalization and the visual dominance of popular culture have led to a declining familiarity with Sundanese script among Gen Z as a local cultural heritage, particularly in Bandung City. This condition underscores the need for alternative media capable of presenting regional scripts in ways that are relevant to younger generations. This study aims to analyze the effectiveness of incorporating Sundanese script into modern fashion design as a medium for cultural reintroduction and preservation among Gen Z in Bandung City. The study employs a qualitative descriptive approach through formal visual analysis and in-depth interviews with ten Gen Z informants and one supporting informant from the fashion industry, with the primary case study focused on the brand Aksara by Shadrina and Ramadhan, which utilizes block printing techniques. The findings indicate that Sundanese script in modern fashion is received positively when treated as a dominant visual motif that is integrated into the overall design. Fashion is demonstrated to function as a medium for stimulating cultural awareness. Accordingly, this study recommends innovative, sustainable, and collaborative design strategies within the local creative industry.Keywords: Sundanese script; modern fashion design; cultural preservation; Gen Z; Bandung City]]>
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