www.intellectbooks.com 131 CSFB 12 (1) pp. 131–149 Intellect Limited 2021 Critical Studies in Fashion & Beauty Volume 12 Number 1 HARRIETTE RICHARDS University of Melbourne Practices of cultural collectivity: Style activism, Miromoda and Māori fashion in Aotearoa New Zealand © 2021 Intellect Ltd Article. English language. https://doi.org/10.1386/csfb_00024_1 Received 31 July 2020; Accepted 6 September 2020 Keywords Aotearoa New Zealand decolonization Mｬori fashion Miromoda settler colonialism style activism Abstract Familiar narratives of fashion history in Aotearoa New Zealand recount the successes of Pｬkehｬ (New Zealand European) designers who have forged a distinctive fashion industry at the edge of the world. This narrative overlooks the history of Mｬori fashion cultures, including the role of ‘style activism’ enacted by political figures such as Whetu Tirikatene-Sullivan and collectives such as the Pacific Sisters who advanced the status of Mｬori and Pasifika design in the twentieth century. It also ignores the chang- ing nature of the New Zealand fashion industry today. One of the most significant recent initiatives to alter perceptions of fashion in Aotearoa New Zealand has been Miromoda, the Indigenous Mｬori Fashion Apparel Board (IMFAB), established in 2008. By championing the work of Mｬori fashion designers and prioritizing the values of te ao Mｬori (the Mｬori world-view), Miromoda is successfully contributing to the ‘decolonization’ of the New Zealand fashion industry. This article foregrounds practices of cultural