2025, Vol. 10, No. 4. - go to content...

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Sukhova A.A., Shafigullina N.M. National cultural codes in clothing decoration. Journal of Clothing Science. 2025; 10(4). Available at: https://kostumologiya.ru/PDF/09TLKL425.pdf (in Russian).

National cultural codes in clothing decoration

Sukhova Aleksandra Andreevna
Kazan National Research Technological University, Kazan, Russia
E-mail: alexandras321@mail.ru
ORCID: https://orcid.org/0000-0002-4283-7779
RSCI: https://elibrary.ru/author_profile.asp?id=792193

Shafigullina Nargiza Mudarisovna
Kazan National Research Technological University, Kazan, Russia
E-mail: shafigullinanargiza@yandex.ru

Abstract. The problem of preserving nationalities and languages in Russia is one of the key social and cultural challenges facing the state. Each people has a unique culture, traditions, and language, which are part of the cultural heritage of our country. The reasons for the loss of national languages include modern technologies and mass media, which promote the spread of global cultures and languages, leading to the gradual displacement of local languages; assimilation and a lack of interest among young people in their native languages. To preserve nationalities and languages, comprehensive measures are necessary, including government support programs, educational initiatives, and the promotion of national culture among the population. Modern fashion has become a platform for expressing cultural identity and preserving national characteristics. The use of modern technologies and creative approaches has allowed the creation of a new form of traditional clothing adapted to the conditions of the contemporary world.

The article is dedicated to studying the influence of national cultural codes on the process of decorating contemporary clothing. The authors examine key elements of national culture, such as ornaments (geometric, floral, zoomorphic, anthropomorphic, epigraphic), colors, symbols, and fabrics used in the traditional costumes of various peoples of Russia, particularly the Tatar people. Special attention is paid to how designers adapt traditional motifs to modern styles while preserving the uniqueness of the national color. The market for contemporary designer clothing from popular Tatar brands, which incorporate various cultural codes into their apparel — ornaments, symbols, inscriptions — is also reviewed.

Keywords: cultural code; ethno-fashion; ornament; inscriptions; decorating methods; national costume; brands

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