RETHINKING UKRAINIAN ETHNO-CULTURAL HERITAGE IN THE CONTEXT OF SUSTAINABLE FASHION

Abstract

Problem Statement and Relevance of the Study. The article investigates the integration of Ukrainian ethnocultural heritage into sustainable fashion development. The relevance stems from the need for theoretical understanding and practical implementation of innovative approaches to fashion design at the intersection of two key contemporary paradigms: sustainable development and preservation of cultural identity.
Research Methodology. The research methodology combines historical, systemic-structural, and art history analysis approaches to study Ukrainian ethno-cultural heritage in sustainable fashion through three main aspects: technological-production (traditional crafts and innovative technologies), constructive-design (historical forms and patterns), and artistic-semantic (cultural codes and visual elements). The study analyzes the experience of leading Ukrainian brands implementing elements of ethno-cultural heritage in sustainable fashion design.
Results. The research identifies effective approaches to integrating traditional elements into modern production through the revival and adaptation of historical craft practices (weaving, wickerwork, natural dyeing), transformation of traditional forms and structural elements into contemporary design, and reinterpretation of cultural codes. The analysis of Ukrainian brands demonstrates successful integration of heritage elements with sustainable production principles.
Novelty. The study proposes, for the first time, a comprehensive methodology for analyzing ethno-cultural heritage as a resource for sustainable fashion development, including evaluation criteria for traditional techniques' adaptation to modern environmentally responsible production and their potential for preserving cultural authenticity.
The Practical Significance. The research provides practical value for the Ukrainian fashion industry through scientifically-based recommendations for implementing traditional techniques in modern production, identification of promising directions for sustainable fashion development based on ethno-cultural heritage, and methodological foundations for sustainable fashion design education programs.