Designers and artists from Uzbekistan shared their vision of the country's fashion market: what to pay attention to, which brands set trends and why vintage and ethno-style are so popular.
Kamila Erkaboyeva, London, art worker, @artynumpty
About me
I am originally from Tashkent, with roots in the Fergana Valley, but have been living in London for over 16 years. I work in tourism, culture, art and fashion, shoulder to shoulder with the tourism and culture ambassador of Uzbekistan in the UK. I also promote our culture through events.
I was surprised and hurt that many people do not know about my homeland, my roots and culture. That is why I had a desire to tell you about it. I used to have to give geography lessons to both children and adults, pointing out on the map where Uzbekistan is. Now I do it for myself with a chapan, which I wear on the streets of London. I also love storytelling. I try to do it beautifully, to tell those who have not heard of Uzbekistan before about the country.
Style in Uzbekistan today
People are no longer afraid to experiment. This is both a plus and a minus. I mean a lot of people who mix street style with traditional elements. I sympathize with that. After all, it's both sustainable and economical!
I love how people express their culture through different details and accessories.
About trends
People today are looking for something they can wear for years to come and then pass on to their children. We used to have that in our families too, but it wasn't considered fashionable. Now many people collect and cherish their things.
Fashion in Uzbekistan is adapting to the mentality and to the new style of thinking, choosing the green method. It is much more interesting to show how you can wear one thing in different ways. Stylization is the main trend today.
I like the brands: ECOJONlab, Anor Living, Anie Embroidery T-shirt and Nadi.uz.
Dilnoza Umirzakova, Tashkent, designer, founder of Anor, Anor school, @dilnozaumirzakova
About me
I come from the city of Tashkent. Besides my brand, I am also the author of Uzbekistan Fashion Week, Grand Fashion Week projects, Chairman of the Union of Young Designers.
Style in Uzbekistan today
Today in Uzbekistan the concept of style is a combination of different looks, modern trends and Uzbek classics. It is impossible to predict which style is gaining popularity.
People in Uzbekistan choose color, mixing different national elements. In Tashkent, people prefer to dress in more relaxed, classic or casual styles. Other regions, such as Samarkand, have their own style and dress etiquette. But the fashion industry is invariably oriented towards Uzbek motifs. Almost all designers who are active and successfully building a business use national elements and details.
About trends
The fashion industry market has been changing recently. This is facilitated by the opening of new shopping centers. More and more global giants of the fashion industry are entering our market. This naturally affects local brands: their quality, prices and assortment. In the coming years, we can expect more foreign brands to appear in Uzbekistan, which will have a positive impact on Uzbek fashion.
Brands I would like to mention are J.Kim, Moel Bosh, Lali, Dildora Kasimova, Iroda Agzamhoja, Saadi, Madina Kasimbayeva.
Zuhra Inat, Tashkent, founder and designer of Moel Bosh brand, @zuhra.inat
Style in Uzbekistan today
Style in Uzbekistan encompasses a wide range of influences, from traditional Uzbek heritage to modern global trends. The country's fashion industry focuses on combining unique traditional textile trends, such as hand embroidery and hand-woven Uzbek silk, with modern trends and technologies.
Despite the countries' desire for globalization, fashion is moving into local cultures. More and more brands are turning to local producers and fabrics. People are attracted to clothes that are hand sewn using traditional techniques. This is not so much a fashion trend as a conscious approach to shopping and caring for the world around them.
Recently, one can see the influence of anti-globalization fashion trends such as vintage and ethnic style.
About trends
The fashion market in Uzbekistan is gradually developing, attracting the attention of international brands that are expanding into this promising market.
Among the local brands I would single out the following: Madina Kasimbaeva, Saida Amir, Anor, Saadi Etno, Dildora Kasimova, Lali, Mursak, Taisiya Chursina, Zulfiya Sulton, Nigora Hashimova.