How Kazakhstan’s designers are fusing tradition and sustainability to redefine global fashion

euronews (in English)

In this episode of Modern Nomads, we explore Kazakhstan's evolving fashion scene. Designers are fusing traditional craftsmanship with modern aesthetics and sustainability, creating a bold new identity for the country.

Transcript

00:00From its vast landscapes to its rich nomadic traditions, Kazakhstan's fashion scene is

00:06undergoing a dynamic transformation, blending heritage with modern designs and sustainability.

00:13Especially for you, Toa.

00:15Marvellous.

00:16Welcome to Kazakhstan, welcome to Modern Nomads.

00:25Better to begin this episode than Almaty, Kazakhstan's former capital.

00:29Today the city is home to several renowned designers who combine traditional fabrics

00:34and craftsmanship into striking modern garments.

00:37One such visionary is the ethno-designer Lygul Jan Tsarekova.

00:41For nearly two decades she's championed natural materials and the timeless motifs of Kazakh

00:46heritage.

00:47Lygul is part of a broader movement.

01:14Designer Aika Alema also draws inspiration from Kazakhstan's heritage, incorporating

01:19earthy tones and traditional handicrafts into her acclaimed garments.

01:24But it's her incubator-born nomad that's arguably had the biggest long-term impact.

01:29It's really rewarding to see someone prosper and to see someone make a living.

01:36That's why I created this school and we've helped them build their brand, develop their

01:41product, export, master e-commerce, set up their start-up and attract investors.

01:49To date the incubator has been a launchpad for around three and a half thousand creators.

02:11This new wave of fashion talent is helping to redefine Kazakhstan's identity.

02:38But this revolution isn't confined to individual designers.

02:41Change is sweeping retail here more generally.

02:45Young Kazakhs in particular are driving the demand for something different, which is opening

02:51the door to bold new brands.

02:56Founded in 2021, Global Nomads has quickly made its mark by blending traditional motifs

03:01with modern everyday designs.

03:04The company's emphasis on quality over fast fashion also reflects a deeper ethos, one

03:31rooted in the country's nomadic traditions.

03:58It's that sentiment which seems to resonate across Kazakhstan's design community.

04:19Kazakhstan has not only natural resources that are under the ground, but actually the

04:25and the intellectual ability to create a product that's innovative and based on our roots and

04:34talent.

04:35Okay, so look, Paul, this is a wedding headpiece, see, this is velvet, this is hand embroidered.

04:46Kazakhstan's creative awakening not only honors its nomadic roots, but also perhaps offers

04:51a vision for how the global fashion industry can better embrace sustainability and cultural

04:57authenticity.

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