SWAIA initially established a native fashion competition to officially celebrate and acknowledge artists who craft traditional regalia. Originally titled the Indian Costume Competition, this inaugural event was designed primarily as a more formal way to provide an educational and entertaining experience for those attending the Santa Fe Indian Market.

It was renamed in the 1980's to the Fashion Contest, and in1990 was again renamed to be known as the Indian Clothing Contest.

The contest was forever changed in1991 with Jeri Ah-be-hill's addition to the SWAIA board of directors. Ah-be-hill (1933-2015 Kiowa-Comanche) was a prominent figure in Native American attire and fashion and brought an unprecedented level of expertise and enthusiasm to the event. As part of her board responsibilities, Ah-be-hill's vision resulted in a total remaking of the event, showcasing traditional and contemporary styles of clothing from North American Indigenous Nations.

Ah-bi-hill stated, "The SWAIA fashion contests transformed over time due to Native women taking on a stronger role in shaping and assigning value to fashion as a form of artistic expression."

Under her leadership as its director, what was once a minor entertainment after thought has transformed into one of the highlight events of the Santa Fe Indian Market. And in so doing, what is now known as the Native American Clothing Contest has become the World's largest Native American Fashion show.

Tribal fairs and markets evolved into essential centers for the cultivation of Indigenous regalia, style, and craftsmanship, distinct from mainstream American fashion circuits. The transition of SWAIA’s fashion contests from the mid-1980s through the early 1990s—from “Costume Competition” to the “Traditional Native American Clothing Contest”—reflects the growing role of Native American women in elevating fashion as a respected artistic and cultural discipline. 

The realm of Native American fashion design stands at the crossroads of modernity and tradition, finding itself navigating the complexities of contemporary consumer culture while remaining rooted in rich cultural legacies. As designers strive to carve out a space in a world captivated by trendy, sometimes flashy, statement pieces, there exists a profound tension between the allure of everyday wearable fashion and deeply held significance of traditional Indigenous regalia. This dialogue between two distinct clothing visions not only highlights the challenges faced by designers but also underscores the importance of cultural preservation in an ever-evolving fashion landscape.

As we move forward and recognize the changing times, we also acknowledge a new shift from the Native American Clothing Contest to the Native American Regalia Showcase, reflecting a more profound cultural significance and a change in how Native American identity and traditional dress are understood and respected. This change highlights a move away from viewing Native dress merely as clothing for competition toward recognizing the cultural, spiritual, and personal significance embedded in regalia.