2025, Vol. 10, No. 3. - go to content...

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Zufarova A.R. Crafts and mass production: ways to popularize traditional crafts in the contemporary fashion industry. Journal of Clothing Science. 2025; 10(3). Available at: https://kostumologiya.ru/PDF/07TLKL325.pdf (in Russian).

Crafts and mass production: ways to popularize traditional crafts in the contemporary fashion industry

Zufarova Albina Ravilevna
Кazan National Research Technological University, Kazan, Russia
E-mail: alya170491@gmail.com
ORCID: https://orcid.org/0009-0007-1372-3100
RSCI: https://elibrary.ru/author_profile.asp?id=1281122

Abstract. There are many conflicting factors that affect the maintenance of various craft techniques. During the era of overconsumption, the products of the fashion industry were greatly simplified in favor of the market economy, the processes of urbanization exacerbated ethnic conflicts and these factors led to the lack of demand and even oblivion of many crafts as elements of cultural heritage. However, within the framework of sustainable development processes, they can become the basis for the formation of new technological processes aimed at using the remnants of industrial raw materials, upsycling principles, creating new methods of decorating used products, and much more.

The article is devoted to the study of the resurgent interest of the population in the cultural codes of peoples through handicraft techniques. The factors that determine this phenomenon and their relationship with the direction of sustainable development in the fashion industry are considered. The author has formed two relevant directions for the development and popularization of traditional crafts: the study of technology and the actualization of handicraft products.

Using the example of the Kazan seam technology, the processes of implementing the above-mentioned areas are considered, and examples of projects aimed at popularizing a craft product are given.

The author examines in detail the problems of preserving, transferring and introducing handicraft technologies into industry, and also provides examples of innovative approaches to analyzing handicraft techniques that can form the basis for creating new equipment.

The paper presents a number of proposals for the development of craft technologies.

Keywords: craft technologies; Kazan seam; sustainable development; popularization of crafts; fashion trends; cultural code; traditional crafts; innovations

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