Abstract
<jats:p>The article provides a comprehensive and scientific examination of the concept of ethnodesign and its strategic role in the modern fashion industry of Kazakhstan. The primary objective of the research is to determine how the conceptual elements of traditional Kazakh clothing (ornament, form, material, symbolism) are reinterpreted in the language of modern fashion and their significance in preserving national cultural identity amidst globalization. Particular attention is paid to the aesthetic and semiotic aspects of the "tekemet" pattern, as well as innovative ways of transferring it onto modern fabrics using sublimation printing technology. The author proposes optimal methods for utilizing this technology as a contemporary artistic solution in garment design, harmoniously blending tradition and innovation. It is scientifically substantiated that the sublimation method allows for maintaining high color fastness of the traditional ornament, accurately rendering its natural texture, and producing high-quality products based on eco-friendly materials. The study analyzes the historical development stages and semiotic principles of Kazakh costume, along with an in-depth exploration of cultural codes (color, form, symbol). Furthermore, the creative practices of contemporary Kazakhstani designers are examined, and a comparative analysis of ethno-elements in both couture and mass-market fashion is conducted. Consequently, it is proven that ethnodesign is a highly effective and promising direction for preserving national cultural heritage, fostering ecologically responsible fashion, and integrating digital innovative technologies into the industry.</jats:p>