Abstract
The relevance of the study on ethnofuturism in Kazakhstan's fashion design lies in the theoretical and methodological justification for integrating the identity of national cultural values with the sustainable development of the authenticity of the nomadic style. The research aims to analyze the formation of ethnofuturism trends in clothing design using the example of the Kazakhstan brand Global Nomads. The scientific significance of the study is in determining its contribution to the integration of cultural heritage into contemporary fashion and the creation of innovative and competitive products in the global market. The practical significance of the research allows for identifying the effectiveness of the brand in preserving and adapting traditional elements of nomadic culture and symbolism within the context of global fashion trends, as well as its influence on the perception of Kazakh national identity and the cultural heritage of Central Asia. The research methodology encompasses fields of art studies, cultural studies, history, ethnography, fashion, design, clothing technology, sustainable development, and sociology. Key positions and conclusions were established regarding the ethnofuturistic approach to the design of the Global Nomads clothing brand, innovations in interpreting national traditions, the social and cultural significance of clothing, its influence on global fashion, and the economic aspect. The results of the study involve an analysis of the brand's tools that allow for adapting historical and cultural codes to create relevant and commercially successful clothing; opening new horizons in understanding the process of modernization and preservation of cultural heritage through fashion, which aids in creating competitive advantages and strengthening market positions. The value of the conducted research includes the analysis of ethnofuturism trends, with recommendations for utilizing sustainable technologies, fostering cultural dialogue, and enhancing the brand's social responsibility.