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Nozdracheva, T.M., Shcheglova, T.M., Maltseva, E.F. Integration of elements of Russian and Chinese cultures into the design of modern clothing as a way to expand non-verbal communications. Journal of Clothing Science. 2024; 9(4). Available at: https://kostumologiya.ru/PDF/16IVKL424.pdf (in Russian).

Integration of elements of Russian and Chinese cultures into the design of modern clothing as a way to expand non-verbal communications

Nozdracheva Tatiana Mikhailovna
South-West State University, Kursk, Russia
E-mail: noztat@yandex.ru
RSCI: https://elibrary.ru/author_profile.asp?id=681380

Shcheglova Tatyana Mikhailovna
South-West State University, Kursk, Russia
E-mail: tatyana.sttd2014@yandex.ru
RSCI: https://elibrary.ru/author_profile.asp?id=947238

Maltseva Elizaveta Fedorovna
South-West State University, Kursk, Russia
E-mail: chupachupsa15@gmail.com

Abstract. The article notes the influence of events taking place in the world around a person on various spheres of public life, including fashion. The steady interest of representatives of Western European culture in Eastern civilization is emphasized, which led to the emergence of a trend in the development of culture «orientalism». The special place of Russia in the interaction of cultures of the West and the East is pointed out. The global processes of our era have actualized the intercultural interest of Russia and China, making relevant research in the field of interaction and dialogue between the cultures of these countries. This paper examines the possibility of using elements of traditional Russian and Chinese costumes in modern youth clothing as a way to expand non-verbal communications. The concept of the Miroslava collection has been developed, the motto of which is «The prosperity of mankind in the dialogue of cultures». The target audience of the clothing collection has been determined, and a marketing analysis has been performed to determine consumer preferences. When implementing a creative.

Keywords: the interaction of cultures of the West and the East; orientalism; traditional Russian and Chinese costumes; marketing analysis; integration of elements of national costume; design; collection of youth clothing

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