Ethnic fashion in Kazakhstan has long gone beyond the stage of festivals and theatrical stages. Today it is a relevant, dynamically developing segment of the fashion industry, which combines traditions, crafts and modern style. Ethno-fashion is becoming not only a cultural code of the nation, but also a commercially successful trend, the interest in which is growing both inside the country and abroad.

Since the 2010s, there has been a growing interest in national identity in clothing in Kazakhstan. The start of this movement was given by designers who are able to rethink the traditional Kazakh costume - not as a museum exhibit, but as a source of inspiration for everyday and evening fashion.

Today, many designers have become style icons and try to reflect the main features of the Kazakh ethno-style in their works - national ornaments (қошқар мүйіз, өрнек, ирек), use felt, suede, leather, silk, and focus on handmade embroidery.

The editors of Qazaq Culture have made a selection of top designers so that you can find your own items with unique design and national flavor.

Aigul Kassymova

One of the main ambassadors of ethno-fashion in Kazakhstan. Her collections combine elements of Kazakh aesthetics and high fashion. Aigul actively works with silk, brocade, jacquard, and uses complex hand embroidery. Her items are willingly bought by stars and politicians, and shows are held at Astana Fashion Week and Almaty Fashion Day.

Saltanat Baimukhamedova (Salta)

The founder of the SALTA brand is one of the first who began to promote ethnic chic in the prêt-à-porter format. Her outfits easily fit into the urban wardrobe, while maintaining an ethno-soul. The brand has participated in foreign shows in Paris and Milan.

Kamshat Bekenova (KAMSHAT)

A designer who focuses on sustainable production and textile recycling. Her works contain many motifs of nomadic culture, folklore, Turkic symbolism. Kamshat actively cooperates with artisans from the regions, reviving forgotten techniques.

AYA BY BAPANI (Aya Bapani)

Aya Bapani is one of the main visionaries of ethno-fashion in Kazakhstan. Her brand AYA by BAPANI has gained fame far beyond the country thanks to a bold, philosophical approach to Kazakh aesthetics. Each element of clothing is a metaphor, a visual symbol, a coded story.

Note that niche showrooms and multi-brand stores are gradually appearing in large cities of Kazakhstan, where ethno-designers with a budget line are represented.

QAZAQ REPUBLIC - a concept store with an emphasis on made in KZ - from street clothing to ethno-motives.

TIU by Kazakh designers (Astana): promotes young designers, including ethno-brands.

SAUKELE Atelier: a boutique of headdresses and wedding looks with a historical emphasis.

NOMAD Fashion Hub: a cultural and exhibition space where shows, pop-up markets and sales of limited collections are held.

Kazakh designers have begun to actively participate in international fashion exhibitions, which indicates that they are starting not just to sell things, but to tell stories of family, region, and craft through them. This causes an emotional attachment in the buyer.

Ornaments and motifs are increasingly being adapted for digital content, AR filters, NFTs and collaborations with game designers. The designers themselves, feeling the demand, create schools and workshops, passing on knowledge to the next generation, creating personnel for the industry.

In conclusion, we add that ethno-fashion in Kazakhstan is not just fashion. This is a way to talk about your culture, identity, history in the language of modernity. Despite the challenges, this segment has great potential: from strengthening the country's brand to a real contribution to the economy through exports and the development of creative industries. The main thing is to support the initiative, combine traditions and technologies, and make the ethno-code accessible, wearable and recognizable.