Fashion industry of Kazakhstan and national cultural heritage: problems of studying

The article, based on the study of the available corpus of sources and literature, states that the fashion industry is not only a sign of everyday life for residents of the Republic of Kazakhstan; a marker of taste, age or cultural preferences, but a significant means of preserving national identity. The cultural heritage of the Kazakh people, penetrating deeper into the sphere of the fashion industry, generates not only the revival of traditional crafts and crafts, but also gives rise to a reciprocal desire of the most diverse segments of the population to accept and adapt the national heritage in everyday life. A new understanding by Kazakhstani designers, fashion designers, fashion artists, representatives of light industry and trade of the role and place of intangible cultural heritage in the life of society in general, and in the fashion industry in particular, gives a synergetic effect, resulting in the emergence of a large number of commercial enterprises aimed at meeting the emerging demand in the ethno-cultural design niche. The role of the state in the sphere of culture in the context of solving specific political tasks is clearly traced on the example of the Republic of Kazakhstan. Thus, the healthy desire of the country's citizens to revive, preserve and receive the national cultural heritage is often used by the authorities in attempts to isolate the national culture; to contrast it with the common heritage of the peoples of the post-Soviet space in order to achieve a quite obvious goal: the mental "separation" of the Kazakh people from its neighbors, and mainly from the Russian Federation.