"Phenka" Concept-store. A Shop and a Creative Community for the Promotion of Modern Kalmyk Fashion.

Interest in traditional culture and traditions is growing in the Republic of Kalmykia. There is a tendency for the importance and role of the national-regional component to grow. However, the scale of involvement of the population in the promotion and popularization of national identity is negligible, the analysis of the regional market convinces that the content of proposals is repeated, characterized by monotony, lack of novelty, which significantly reduces the interest in national culture. The national-regional component is realized in a large volume in decorative and applied art, being a complex and multifaceted phenomenon of culture, covering many types of folk crafts - architecture, dance, folklore, domestic art and costume. Decorative and applied art is the soil and the basis of any national culture, from it stretches the threads to all kinds of artistic activity of people. The task is to make the national culture of Kalmyks popular among all age categories of the Republic of Kalmykia. Thus, it is necessary to find a worthy way of interpreting the national culture of Kalmyks in the modern world in order to identify the main markers of the identity of the Kalmyk culture for use in the production of the regional concept-store "Pshenka".