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Petrukhina A.S., Shangua I.E. [Incorporation of cultural code and national traditions into fashion for teenagers] World of Science. Series: Sociology, Philology, Cultural Studies, 2025, Vol. 16, No. 1. Available at: https://sfk-mn.ru/PDF/24KLSK125.pdf (in Russian).

Incorporation of cultural code and national traditions into fashion for teenagers

Petrukhina Alfiya Sarfarovna
Union of Industrialists and Entrepreneurs «Ivolga», Krasnogorsk, Russia
E-mail: info@sppivolga.ru

Shangua Isolda Eduardovna
LLC «TD Culture at Home», Krasnogorsk, Russia

Abstract. The article determines the manifestation of the cultural code in modern teenage fashion. The work managed to analyze a number of scientific works with the help of which a theoretical analysis of the current situation was carried out: Russian youth has revised its attitude to foreign brands and most of them give their preference to domestic designers. Within the framework of this article domestic fashion designers who were able to gain popularity in Europe and the West were identified, we will highlight the key ones: Vyacheslav Zaitsev, Valentin Yudashkin, Gosha Rubchinsky, Alena Akhmadullina, Igor Chapurin, Ulyana Sergeenko. The conducted study proves that the cultural code is an integral element of the Russian people` history, can demonstrate traditions and customs; identify a location, city or an entire region through the prism of the ornament`s use, pattern or design on clothing. This work points to the fact that modern transformations in the country have had a positive effect on the cultural code among the younger generation of the country.

The purpose of this work is to analyze the introduction of the cultural code and national traditions in teenage fashion in Russia. The novelty and the degree of study of the issue lies in the attempt to systematize the data of scientific works on the introduction of the cultural code and national traditions into fashion for teenagers in Russia today.

Research methods: analysis, synthesis, generalization of the obtained data.

Keywords: Russian cultural code; modern fashion; history of Russia; domestic designers; foreign brand

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