On March 18, 2025, Kazakhstan celebrates National Costume Day, an event that falls within the broader Nauryz decade, dedicated to honoring the country’s rich cultural heritage and the revival of unique clothing styles. This day serves as a vibrant reminder of the traditional Kazakh national dress, which has evolved over centuries and embodies a fascinating blend of practicality, comfort, and artistic expression.
Traditional elements of Kazakh national costumes incorporate various materials, such as wool, leather, brocade, silk, and are often adorned with exquisite embroidery, beads, and fur trim. For men, the iconic outfit includes a shapan (a long robe secured with a belt), a malakhai (fur hat), natural leather boots, and a shirt with a chapan. The women's attire is equally elaborate, featuring a fitted vest known as a camisole, a long dress with wide sleeves, and an embroidered headdress, either a saukele for brides or a kimeshek for married women.
The resurgence of interest in Kazakh ethnic style has been notably pronounced in recent years. Local designers are weaving traditional elements into contemporary clothing lines that resonate well both in the everyday environment and on fashion runways. Ethnic jackets, beautifully crafted dresses, and accessories with distinctive national motifs have gained popularity not only within Kazakhstan but also internationally.
One trend steering this cultural revival is the fusion of traditional cuts with modern materials. For instance, velvet camisoles embellished with glass bead embroidery, and lightweight fabrics are replacing traditional heavy materials found in shapan. Kazakh pattern designs are even making their way into sportswear and footwear, showcasing a unique blend of past and present.
On National Costume Day, citizens participate in themed challenges, sharing pictures in traditional attire on social media, and demonstrating pride in their rich cultural heritage. This day highlights both the beauty and uniqueness of Kazakh fashion.
In a notable push towards embracing national attire, many companies in Kazakhstan are also promoting this trend among their employees. Initiative-driven by local designers and businesses, some brands such as Aida Kaumenova and Kuralai have started offering uniforms inspired by national clothing, featuring long embroidered dresses and stylized shapan.
On National Costume Day, March 18, various organizations encourage their workforce to don traditional outfits. On social media, hashtags like #NationalCostume and #KazakhFashion flood users’ feeds, showcasing society's fascination with national style.
For example, a private railway company in Astana has initiated a practice of honoring National Costume Day by designating every Friday as a day for employees to wear traditional clothing. This initiative began in August 2024 when Asel, an employee from Pavlodar, found herself at a loss as she had no national garments after relocating. She decided to buy a camisole from Instagram, and began a new office tradition, donning her national attire every Friday.
Asal's colleagues embraced the custom, wearing either a chapan, a tubeteika, or another element of the Kazakh style. The company subsequently supported this initiative by ordering warm vests designed with Kazakh ornaments for its employees. Over time, the initiative expanded its appeal, leading employees to appreciate not only the clothing but also other facets of their culture.
This blossoming tradition allows members of the company to partake in shared meals featuring traditional dishes every Friday, alongside engaging in tea drinking sessions and enjoying traditional Kazakh board games while discussing works by local authors.
Economically, the growing interest in Kazakh national garments is opening new avenues for businesses. In 2024, local sewing firms like MIMIORIKI urged the government to enhance support for native brands to compete with international labels effectively. They emphasized that while 80% of consumers appreciate the quality and design of Kazakh products, high prices remain a significant barrier to purchase.
Adding momentum to this discussion, during a meeting of the National Kurultai on March 14, 2025, President Kassym-Jomart Tokayev addressed the vital need to popularize national attire. He emphasized, “Our national clothing emphasizes ethnic identity, and thus we must comprehensively promote it,” motivating citizens to favor national clothing over black attire and reinforcing the importance of reverting to traditional dress as a means to bolster national identity.
For entrepreneurs, this rising trend represents an opportunity to delve into categories of accessible and high-quality national clothing that can transition from being solely festive attire to integral components of daily wardrobes.
As Kazakhstan embraces its national costumes with renewed vigor, the potential for both cultural enrichment and economic benefit looms large, intertwining the past, present, and future of Kazakhstan's fashion landscape.
