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Fashion plays a significant role not only for the development of the economy, technology, and the labor market, but also for maintaining cultural values and enhancing the image and reputation of the country. The article provides a historical and logical analysis of the evolution of the modern fashion system. The Russian cultural code is a unique set of values, traditions, symbols and images that characterize cultural heritage. If we conceptually consider domestic fashion trends, then we turned to folk costume, which is always associated with the past, with tradition. In the 20th century, interest in Western fashion concepts, brands, and fashion houses has always been much higher than in their own. Gradually, there is an understanding that modern Russian fashion is not so much an imitation of the forms of traditional clothing and Western models, as an opportunity to organically combine the past, present and future. The appeal to rethinking significant cultural codes makes it possible to identify the existing potential for constructing national identity and fashion. Until recently, fashion as an independent phenomenon had no structural or institutional support. Now there is an understanding that Russia has the resources to improve fashion as a cultural phenomenon and actualize national identity. Moreover, many studies have shown that fashion in its developed forms enhances the overall image of the country. Therefore, there is an urgent task to develop programs to support and promote Russian fashion in order to strengthen the foundations of Russian identity.
Keywords:fashion system, Russian style, identity, fashion design, cultural code, image.
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