Binding to custom control inside DataTemplate for ItemsControl

The problem is that you explicitly set the DataContext of your UserControl to itself:

DataContext="{Binding Mode=OneWay, RelativeSource={RelativeSource Self}}

Remove that assignment and write the ItemName binding like this:

<TextBlock Text="{Binding ItemName,
    RelativeSource={RelativeSource AncestorType=UserControl}}"/>

or like this

<TextBlock Text="{Binding ItemName, ElementName=ItemRowControl}"/>

Related