According to the Bureau of National Statistics, approximately 2.6–2.7 million people over 60 live in the country today—approximately 13–14% of the population—and this proportion continues to grow. The growing number of elderly people is changing the social landscape: the older generation is no longer an invisible group and is increasingly participating in cultural life, including on the catwalk.

At the same time, the fashion scene itself is developing: over 300 professional designers work in Kazakhstan, at least 40–50 of whom are purposefully developing ethnic styles, combining traditional patterns, handcrafted techniques, and modern cuts. This creates a unique niche where the country's national identity becomes a competitive advantage on global markets.
A striking example is the "Alemdі tanqaldyrqan qazaq azhelerі" project, in which women aged 60–74 take to the catwalks of Paris and Milan with collections inspired by Kazakh traditions. Such initiatives not only break age stereotypes but also act as "soft power": through fashion, Kazakhstan communicates to the world its respect for its roots and its willingness to engage in cultural dialogue.

Thus, the growing number of senior citizens, the active development of ethnic design, and the appearance of elegantly mature Kazakh models on international catwalks are shaping a new image of the country—young in spirit but culturally mature, where the past and future merge in a single visual language.

Against this backdrop, the story of Raushan Anuarbekova, designer and ideologist of the "Kazakhstani Culture of Kazakhstan" project, is particularly symbolic. In a country where the number of people over 60 already exceeds two and a half million and continues to grow, she was the first to bring elegantly mature women onto the global catwalk, turning them into ambassadors of Kazakh culture. Working at the intersection of tradition and modern trends, Anuarbekova doesn't just create collections, she shapes a new cultural narrative: Kazakhstan is capable of surprising the world not only with young talents, but also with mature feminine energy, wisdom, and beauty that knows no age limits.
This year, the project is hitting the European catwalks for the fourth time, and its participation is timed to coincide with
Kazakhstan's International Day of Older Persons. This gives the shows a special symbolic resonance, emphasizing society's respect for the older generation and their role in shaping the country's cultural identity.
The editors of Qazaq Culture spoke with author and designer Raushan Anuarbekova about culture and national fashion, as well as the project's mission.
Raushan, your project "Kazakh Fashion and the Future of Kazakhstan" is hitting the European catwalks for the fourth time. What, in your opinion, is the main cultural mission of this project for Kazakhstan and the world?
- Our project embodies the idea of ​​respect for our roots while simultaneously demonstrating that Kazakhstan is open to the world and a dialogue of cultures. It's important to us that through our catwalks, people in Europe and other countries see not only clothing but also a philosophy—the beauty of age, the depth of tradition, and the power of feminine energy.

In an era of globalization, when fashion often standardizes looks, we demonstrate the opposite: how a national code can be not a constraint, but a source of inspiration for global catwalks.

Kazakhstan today stands at the intersection of East and West, and our project embodies this role as a cultural bridge. It proves that respect for our own roots doesn't hinder us from being modern; on the contrary, it makes the country more interesting to the world. Elegant women of a certain age who take the stage become a living symbol of the continuity of generations: they carry the memory of the past, but they themselves move forward, exploring new spaces and inspiring the youth.
Through fashion, we create more than just clothing collections; we convey a social message that maturity is a value, and tradition is a potential for development, not a museum exhibit. It is precisely this combination—depth and relevance—that today attracts the interest of the European public, who seek in fashion not only aesthetic pleasure but also cultural meaning.
You also focused on elegantly mature women. Why did they become the face of your collection? What does this say about Kazakhstani society and its values?
We want to show that beauty and dignity know no age. These women are the keepers of traditions, family values, and cultural memory. Their participation emphasizes that Kazakhstani society values ​​wisdom, experience, and spiritual wealth, and fashion becomes a way to convey this to the world.
If you recall, since ancient times, in Kazakh society, it was precisely these women who were sought for advice; their word carried weight when deciding important family and even social issues. They were considered bearers not only of worldly wisdom but also of a special spiritual power capable of guiding their younger siblings and strengthening their lineage.
Today, their appearance on the catwalk continues this ancient role: they don't simply display clothing, but rather convey an invisible thread of continuity, linking the past and the future.

Why do they appear on the catwalk? Their participation underscores the value of wisdom, experience, and inner richness in Kazakh society, and fashion, in this case, becomes not just a beauty industry but a tool for cultural dialogue that speaks to the world about the value of age and the depth of national traditions.
Let's talk about the "Ak Marzhan" collection; it is based on national style. How do you combine Kazakh traditions with modern fashion trends to appeal to global catwalks?
- We use traditional patterns, natural fabrics, and images from Kazakh life and culture, but we combine them with modern cuts, current colors, and silhouettes. Thanks to this, our collections speak to the world in the language of fashion, while remaining deeply Kazakh.
According to the Ministry of Labor and Social Protection, today more than 11% of Kazakhstan's population is elderly. Their active participation in cultural projects is becoming an important trend that not only supports national identity but also changes perceptions of age. It's worth noting that your project can already be called a cultural brand for Kazakhstan. How, in your opinion, do such initiatives influence the country's image internationally?
- That's nice to hear. I think our success is due to the fact that the project reflects modern Kazakhstan—a country with a rich heritage that knows how to show it in a new light. Such initiatives shape a positive image of the country, generating interest and respect on the international stage. At the same time, the state plays a key role—from organizational support to the creation of international cultural platforms. Fashion is not only an industry but also an important part of the national code, so attention to it is essential.
Could your experience become a model for other regions of Kazakhstan, revealing their unique cultural codes through fashion?
- Absolutely. Kazakhstan is a vast country with a rich diversity of traditions, crafts, and styles. If we combine this potential, we can create projects that will further enhance our culture's presence on the global stage.
According to the Kazakhstan Association of the Fashion Industry, the number of designers working in ethnic styles has grown by almost a third over the past five years, and European venues' interest in Kazakhstani collections is steadily growing. You've been representing Kazakhstan on global catwalks for many years. How has the perception of Kazakhstani fashion in Europe changed over this time?
When we first appeared on European catwalks, Kazakh fashion was something unknown to many. Today, it is viewed with interest and respect, recognizing its freshness and unique aesthetic that distinguishes us from other countries. It's important to understand the need to develop infrastructure: hold full-fledged fashion weeks, launch educational programs for designers, and create collaborations with international brands. I believe Kazakhstan has the potential to become a platform for cultural dialogue through fashion. How important is it to involve regional designers and artisans in such projects?
- It's crucial. Regional artisans create unique handcrafted pieces that are a living legacy. Their participation makes the projects deeper and more authentic.
We talk a lot about cultural development. Speaking of you personally, what was the main source of inspiration for creating a project with such an unusual group of participants?
- I was inspired by the women themselves—their energy, their desire to be beautiful and useful to society, their openness to new ideas. I realized that fashion can give them a voice on the global stage. And, of course, my mother: I'm happy that she was able to witness the project's inception.
Looking at your creative path, one could say that you've effectively become a cultural ambassador for the country. How do you feel about this personal responsibility?
- I always feel a tremendous responsibility, because through our collections, people learn about Kazakhstan. For me, this is both an honor and an incentive to work even harder to represent the country with dignity. Finally, what new ideas do you dream of implementing to continue surprising the world with Kazakhstani fashion?
I want the project to continue uniting generations, regions, and cultures. My immediate plans include collections that will further enhance the dialogue between tradition and modernity. I want the world to continue to be amazed by Kazakhstani fashion.