A few years ago, clothing with national patterns was worn only on holidays. Now Kazakh brands offer a modern interpretation of the national costume, and ethnic elements are becoming part of everyday collections, attracting attention not only in Kazakhstan but also abroad, reports Orda.kz.
An Orda.kz correspondent spoke with Nurai Sakh, founder of the brand Sakh, to understand why interest in ethnic fashion continues to grow and what role it plays in shaping the modern image of Kazakhstan.
According to the designer, ethnic culture today can hardly be called just another fashion trend. Kazakh fashion has moved past the stage of looking to foreign collections and is beginning to find its own style. "I wouldn't call it a trend in the usual sense. Rather, it's a natural phase in the development of Kazakh design. We are gradually moving away from direct copying of global trends and starting to form our own visual language. National culture is becoming not a decorative element but a source of meaning and inspiration. Today, designers work not only with ornaments but also with the philosophy of nomadic culture, symbolism, the plasticity of the costume, and craft techniques. It is this conscious approach that allows us to create modern design while preserving cultural identity," said Sakh.
The designer also noted that perceptions of clothing with national patterns have changed. Previously, it was seen as part of stage costumes or traditional celebrations, but now it is chosen for everyday wear. "There is a demand for a modern interpretation of cultural heritage. People want to wear items that reflect their identity but remain relevant every day. The consumer has become more conscious: they are interested not only in the aesthetics of the product but also in the story it tells," said Nurai Sakh.
Interest in modern ethnic fashion is also growing outside Kazakhstan. According to Nurai Sakh, foreign audiences are attracted not so much by the ornament itself as by the story it carries. "Today, the global fashion industry values uniqueness much higher than following global trends. Kazakh design attracts interest thanks to the combination of modern form and cultural content. People pay attention to patterns, textures, silhouettes and always ask about the meaning behind each element," said Sakh. She added that it is the story that makes a collection memorable.
According to the designer, clothing is today becoming a way to tell the world about a country. Through modern collections, Kazakhstan can be shown differently — not only through traditional costume but also through contemporary culture. "Fashion has long ceased to be exclusively a clothing industry; today it is a tool of cultural communication. Through collections, designers can tell the world the story of a country, introduce traditions, and shape a modern image of Kazakhstan. Ethnic fashion has great potential as part of the creative economy and cultural tourism," says the designer.
Sakh also believes that the possibilities of Kazakh culture are much broader than the familiar national patterns. Modern fashion has so far used only a small part of the traditional heritage. "The potential of Kazakh culture is much wider than using ornaments. Traditional textile techniques, the symbolism of ancient patterns, cutting features, natural materials, and the philosophy of nomadic life are insufficiently explored. It is important not just to quote individual elements of the national costume, but to reinterpret them through modern design. It is this approach that allows us to create collections that look relevant while preserving cultural value," she believes.
Looking at how attitudes toward national clothing are changing, ethnic fashion in Kazakhstan is gradually ceasing to be part of festive culture only. Today, designers are increasingly turning to traditions to reinterpret cultural heritage, make it understandable to modern people, and revive interest in traditions that have been partially forgotten over time. According to Nurai Sakh, this approach allows us to maintain a connection with history without turning it into a museum exhibit. National fashion is thus gradually becoming a way to tell the world about modern Kazakhstan. Earlier, media reported that clothing and accessories with ethnic motifs are gaining great popularity among young people in Kazakhstan.