Functioning of ethnocultural style in modern footwear design

Studies of the history of culture of different countries show that in practice there is a cyclical process of referring to folk culture. The ethnic style is inspired by elements of national costumes, it implies folk motives, the inherent richness of colors, prints, ornaments with cultural layers and components of folk art of various states. The article examines the characteristic features of the Mongolian costume, which is a cultural value that determines the unique identity of the people. When analyzing the place of ethnic trends in modern design, it is necessary to take into account the connection between the actualization of an ethnic theme and general cultural processes, signs of ethnic style, and creative interpretation of the direction by various designers. The article presents the results of a marketing study of the functioning of the ethnocultural style in modern footwear on the example of the Mongolian traditional costume. Citizens of various states took part in the survey. The respondents were asked questions about the characteristic features of the ethnic style in clothes and shoes, about the trends of modern fashion, the attitude of respondents to the developed design project of modern shoe models with elements of Mongolian traditional culture, etc. Studies show that the demand for such products is quite high and, therefore, designers are motivated to develop new design solutions. The research results are recommended to designers, constructors and fashion designers as proposals for the development of new competitive footwear models with elements of ethnocultural style.