Regional brands in the context of overcoming global challenges in the socio-cultural and economic directions of ethnic fashion

Thee article attempts to understand the socio public challenges of our time, proposes some strategies for overcoming the consequences of globalization of various spheres of activity related to the creative industry; considers the issues of creation and promotion of local brands as a key aspect of development of the socio cultural and economic sphere of regions. The author's point of view is based on the recognition of the facts of the negative impact of mass produced products, devoid of deep spiritual foundations and subject only to the laws of making a pro t in the world of artistic design. Our focus is on the problem of self determination of young fashion designers and designers of clothing and accessories who create and sell fashion objects in ethnic and national styles, who have to rethink the standards dictated by the Western world, prove the viability of their collections by popularizing them in society. For this purpose, a complete revision of the educational content was made and directions and ways to overcome the one sidedness of the multiple reproduction of art objects, technologies and educational theories that have existed for a long time were determined. The examples of such activities and ways of overcoming the barbarization of modern culture and fashion, as its integral part, that we provide are analyzed using the example of supporting and promoting local brands.