Nomadic Heritage Shines at Bozjyra Fashion Week
Bozjyra Fashion Week Celebrates Cultural Heritage Through Modern Design
ASTANA — The much-anticipated Bozjyra Fashion Week unfolded in Astana on April 25, merging the vibrant cultural legacy of the region with contemporary fashion. This year’s event celebrated how the traditions of the vast steppe continue to influence modern design, creating a remarkable fusion of ancient motifs and present-day aesthetics.
The fashion week served as a vibrant platform for ethno fashion, showcasing the diverse styles of the Turkic world from Central Asia to the Middle East. The theme for this year, “The Legacy of the Women of the Golden Horde,” paid tribute to the power and elegance of women from the great steppe. Their enduring impact on both culture and fashion remains palpable today.
Lurena Doskeyeva, the event organizer, shared the inspiration behind the theme: “We were inspired by the strength, grace, and greatness of women who played a key role in the history of the Great Steppe. Their beauty, wisdom, and influence became the foundation for collections that reflect the spirit of Turkic women.”
The runway featured exclusive designs from talented creators hailing from Kazakhstan, Kyrgyzstan, and Uzbekistan. The collections evoked images of nomadic queens, warriors, and spiritual leaders, as seen through meticulously selected fabrics, intricate embroidery, and distinctive cuts that celebrate the region’s rich heritage.
Ethnic Style Meets Modernity
The showcase highlighted the evolution of ethnic style in contemporary fashion, promoting designs that combine timeless history with modern comfort. Tolgonai Baira, founder of the Kyrgyz brand BAIRA, commented on the increasing integration of ethnic elements into daily attire: “Ethnic style is present in everything — clothing, dishes, and even interior design, but it holds a special prominence in fashion. People are increasingly embracing outfits with ethnic accents.”
Baira emphasized that traditional clothing has transformed, moving beyond its historical connotations. “Today, it is a contemporary form of everyday fashion that mirrors individual identity,” she added.
Fazoda Israilova, founder of the Uzbek brand Turon Couture, echoed this sentiment, noting a significant rise in youth interest in traditional designs. She remarked, “The demand for vintage clothing and national costumes has significantly grown. This trend is visible across the fashion industry, as many brands in Uzbekistan focus on ethnic designs.”
Looking Ahead
The Bozjyra Fashion Week aims to extend its reach beyond Kazakhstan, with plans for international expansion. Doskeyeva announced, “We want to create a nomadic fashion week that travels through the countries of the Silk Road, bringing Central Asian designers to the global stage, including in Europe.”
As the only project in Kazakhstan dedicated entirely to ethnic style, Bozjyra Fashion Week unveils a new theme each season, focusing on the women of the great steppe—the heroines of the Turkic world. Their spirit continues to unite nations for centuries, ensuring that their legacy endures through fashion.
Bozjyra Fashion Week not only celebrates the past but also sets the stage for a vibrant future where cultural heritage and modern design coexist harmoniously.
