PARADIGM OF ETHNODESIGN OF CLOTHING AS AN ELEMENT OF CULTURAL IDENTITY OF KAZAKHSTAN PEOPLE

In the period of globalization of international designs, the emergence of new styles and brands of clothing, as well as their collaboration - the direction of ethnodesign is most relevant and in demand. The authors of the article, based on local and foreign sources, using a comprehensive methodological approach, created a theoretical basis for the paradigm of considering the ethno-cultural code in clothing design as one of the main elements in the formation of the cultural identity of Kazakhstanis. The study is of interest in terms of studying the historical aspects of the emergence of the culture of national clothing and its classification, as well as analyzing the path of development of domestic design. The purpose of the article is to show the transformation of the Kazakh national costume, from part of the culture of one people, into an element of identity of the multinational Kazakhstani society. According to the authors of the study, ethnic motifs in clothing design have gone beyond national costumes and represent a brand of Kazakhstani identity at the international level. The practical significance of this study lies in the accessibility of the presentation and the possibility of its use in the development of a theoretical basis for courses on the history of art, cultural studies, Kazakh national costume, domestic design and philosophy.