Fashion around the world. Decoding the culture code

Culture codes play a key role in shaping fashion trends around the world, reflecting unique traditions, symbols and values of each region. For example, in Europe classic elements such as French chanson, Italian elegance and British punk still influence designers’ collections, maintaining links with history and cultural heritage. In Asia, traditional elements such as the kimono in Japan or the hanbok in Korea are being reinterpreted in today’s contexts through combination of these old symbols with advanced technology and urban spirit. In Africa and Latin America, ethnic patterns, textures and colors associated with indigenous peoples are increasingly making their way into global trends, bringing elements of identity and cultural diversity to fashion. In future, we can expect further integration of these cultural codes into fashion with designers actively looking back to their roots and combining those with global trends, which would result in creation of more hybrid and multilayered fashion formats.

1. Is there a risk that local cultures will lose their uniqueness in the context of global trends?
2. How do brands use culture codes in their marketing strategies? How effective is this work in attracting audiences?
3. Will culture codes become more integrated into global fashion in the future, or will we see an increase in local and national characteristics?
4. What role should designers and the fashion industry play in maintaining and promoting culture codes?