A Study of the Role of Cultural Code in Branding a Flax-Containing Fashion Product

In the context of intensifying globalization processes, accompanied by the unification of cultural codes and the massification of fashion practices, the problem of preserving national identity in the field of clothing and textile design is particularly acute. This article examines design as a form of cultural production and a communicative platform that becomes an important tool for representing and transmitting cultural values, ethnic memory and sociocultural continuity. In this context, turning to local materials, semiotically and historically loaded, acquires not only an aesthetic, but also a conceptually significant character. The purpose of the study is to determine the role of the cultural code in branding a flax-containing fashion product. The research methods are diverse: empirical (observation, comparison, measurement, experiment), theoretical (abstraction, analysis and synthesis, induction and deduction, ascent from the abstract to the concrete) and creative. The work uses methods of analyzing successful creative practices, which allows us to identify the most effective strategy for the development of a national fashion brand. The result of the research is the development of the most effective strategy for the development of a national fashion brand as a marker of national design in the sphere of costume and textiles.