2024, Vol. 9, No. 3. - go to content...

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Vasilenko E.V., Lopasova V.S., Barsukova N.I., Vasilenko P.G. Embroidery of a women’s Kuban costume — identification of identity to create a territorial brand. Journal of Clothing Science. 2024; 9(3). Available at: https://kostumologiya.ru/PDF/11IVKL324.pdf (in Russian).

Embroidery of a women’s Kuban costume — identification of identity to create a territorial brand

Vasilenko Elena Vladimirovna
Moscow State University of Technology and Management
named after K.G. Razumovsky (First Cossack University), Moscow, Russia
V.V. Zhirinovsky University of World Civilizations, Moscow, Russia
E-mail: elenalopasova@mail.ru

Lopasova Valeria Sergeevna
V.V. Zhirinovsky University of World Civilizations, Moscow, Russia
National Design Institute, Moscow, Russia
E-mail: leralopasova@mail.ru

Barsukova Natalia Ivanovna
National Design Institute, Moscow, Russia
E-mail: bars_natali@mail.ru

Vasilenko Pavel Gennadievich
Moscow State University of Technology and Management
named after K.G. Razumovsky (First Cossack University), Moscow, Russia
E-mail: pavelvasilenko@list.ru

Abstract. The article examines the features of the folk costume of the Kuban Cossacks as possible constructive elements of the brand in the context of creating territorial branding. Defining the identity of the territory in the theory of the modern urban environment contributes to the formation of social, economic and tourist attractiveness for residents and visitors of the city, which allows you to create a unique image of the place.

The brand allows you to evaluate the potential and tourism opportunities of the region and promote them. The city’s logo should represent it as open in every sense in order to attract more tourists. And this sign should contain everything that the city can tell the world community about itself — about the comfort of life, about friendliness towards the environment, business, design, that this is a beautiful city.

The traditions of folk art, namely traditional costume, which for centuries fed the creative thought of the designer, artist, architect, synthesized the achievements of different cultures, offering ready-made edited visual elements in various styles, replicated through application in various spheres of culture and art of modern society. The emphasis is on embroidery, which is analyzed not only as a means of decorating clothes, but also from the perspective of semiotics. The analysis of the main types of ornaments: geometric, floral, zoomorphic, anthropomorphic, epigraphic, revealed a system of stable symbols and signs capable of being graphic elements of logos and brands.

Keywords: folk costume; embroidery; design; territorial brand; ornament; Kuban Cossacks; clothing decoration

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