2023, Vol. 8, No. 4. - go to content...

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Bortnikova N.V. Traditional Udmurt motifs in modern women’s clothing: mechanisms of preservation and popularization. Journal of Clothing Science. 2023; 8(4). Available at: https://kostumologiya.ru/PDF/10IVKL423.pdf (in Russian).

Traditional Udmurt motifs in modern women’s clothing: mechanisms of preservation and popularization

Bortnikova Natalya Vyacheslavovna
Udmurt State University, Izhevsk, Russia
E-mail: bortnicova.natasha@yandex.ru

Abstract. The article is devoted to topical issues of preserving the traditional culture of the Udmurt people through the creation of author’s schools and holding various events aimed at preserving, adapting and popularizing the traditional Udmurt dress. It is noted that in the modern information space, the authentic traditional costume is gradually forgotten and disappears, taking with it a whole layer of information about a person and about the ethnic group as a whole. At the moment, the art of creating a traditional costume is at a new stage of development. Therefore, designers, using ethnic elements in modern clothing as a kind of code, are trying to understand it, decipher it, make it more accessible to the general public. In this connection, the author identifies three large groups of mechanisms aimed at preserving, adapting and popularizing the traditional Udmurt dress: people, organizations and various kinds of events, where a large role is assigned to the artist-master as a keeper and translator of folk traditions. Among them, Tatiana Nikitichna Moskvina and Darali Leli can be noted as innovators in forming a new look at folk clothing. They are the authors and organizers of many annual events. The opening of the Udmurt Dress Museum, the Udmurt Derem Studio, the National Modeling Agency Mademoiselle Oudmourte, the holding of the ethnofestivals Uchke mynestim Deremme!, Udmurt Fashion day, the Udmurt Fashion Festival El Nyl, Gerber, the holding of children’s camp shifts, etc. — all this contributed to the emergence of a regional holiday — National Costume Day. Since the national costume is a kind of indicator of each nation, its memory, its history. And the primary task that is set before the younger generation is to preserve and multiply the centuries-old memory of the people.

Keywords: traditional Udmurt costume; preservation of national traditions; ethnofestivals

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