The Bozjyra Fashion Week, held on April 25 in Astana, brought the vibrant spirit of the Great Steppe to life by fusing ancient nomadic heritage with contemporary fashion. The event highlighted how the enduring traditions of Turkic culture continue to inspire modern design, creating a visual and cultural celebration that bridged centuries.
This year’s central theme, The Legacy of the Women of the Golden Horde, paid tribute to the powerful and influential women of the steppe—figures whose grace, wisdom, and resilience remain foundational to Turkic identity and aesthetics. “We were inspired by the strength, grace, and greatness of women who played a key role in the history of the Great Steppe,” said Bozjyra Fashion Week organizer Lurena Doskeyeva. “Their beauty, wisdom, and influence became the basis for collections that reflect the spirit of Turkic women.”
The runway featured exclusive collections by designers from Kazakhstan, Kyrgyzstan, and Uzbekistan. These designs vividly brought to life the imagery of nomadic queens, warrior women, and spiritual leaders through detailed fabrics, intricate embroidery, and culturally rooted silhouettes.
A standout element of the show was its seamless blend of ethnic authenticity with modern-day wearability. Designers emphasized that ethnic fashion is no longer confined to traditional or ceremonial contexts—it has become a defining force in daily fashion.
“Ethnic style is present in everything—clothing, dishes, and interior design. But it is especially prominent in clothing,” said Tolgonai Baira, founder of the Kyrgyz fashion brand BAIRA. “We increasingly see people wearing outfits with ethnic accents.”
She also highlighted how these designs now serve as a form of self-expression. “Today, it is modern, everyday fashion that reflects a person’s individuality,” she added.
Fazoda Israilova, founder of Turon Couture from Uzbekistan, echoed this sentiment. She pointed to a growing interest among younger generations in rediscovering their cultural roots through fashion. “The demand for vintage clothing and national costumes has significantly grown,” she noted. “This trend is clearly visible in the fashion industry as well: many brands in Uzbekistan now focus on ethnic designs.”
Looking ahead, Bozjyra Fashion Week is poised for international expansion. According to Doskeyeva, the goal is to take the event across the Silk Road, making it a traveling showcase of Central Asian design and craftsmanship. “We want to make the fashion week nomadic: it will travel through the countries of the Silk Road, representing Central Asian designers on the international stage, including in European countries,” she said.
As the only fashion week in Kazakhstan fully dedicated to ethnic style, Bozjyra Fashion Week continues to carve out a unique space in the fashion world. Each season, it unveils a new theme rooted in the stories of women from the Turkic world—heroines whose legacy transcends borders and time.
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