INTEGRATION OF NATIONAL MOTIFS INTO CONTEMPORARY FASHION DESIGN: FROM CRAFT TO DIGITAL AESTHETICS

Abstract

This study is dedicated to the critical analysis of the transformation of Kazakh national motifs (ornamentation, chapan and saukele cut) within the fashion industry, driven by the global demand for authenticity and the need to preserve intangible heritage amid digitalization [3, 5]. The research aims to develop and substantiate the "From Craft to Digital" Conceptual Model, ensuring the efficient and ethical integration of traditional art into digital aesthetics. The key research areas include the semiotic analysis of motifs (Qoshqar muyiz), investigation into the influence of 3D technologies and generative design on their interpretation, and evaluation of the heritage's potential for sustainable design [9]. The methodology is based on historical-cultural and comparative analysis of collections over the last decade, supplemented by empirical modeling (translating a motif into a parametric 3D grid using Rhino/Grasshopper). The main results show that successful integration requires conceptual reinterpretation (deconstruction) and algorithmic decoding of traditional principles. The conclusions confirm that digital tools act as a bridge for the revitalization and scaling of local cultural codes. The value of the study lies in the proposed algorithm for adapting Kazakh craft techniques to the needs of Industry 4.0, addressing the lack of methodological resources in regional design.