The Digital Ethnofashion Competition, led by ASU's Susanna Makerova, makes its mark on the fashion world

The Digital Ethnofashion competition, initiated by Susanna Makarova, head of the Laboratory of Experimental Linguistics at Adyghe State University (ASU), has become a notable event in the world of fashion. In the annual designer ratings of fashion analyst Alexander Khilkevich, the Digital Ethnofashion competition was named the most resonant project of the year. The competition was organized by EtnomodaArtCommunity in collaboration with the Laboratory of Experimental Linguistics at Adyghe State University and the Center for Language and Brain at the Higher School of Economics. Over 70 projects from professional and novice designers from Russia, China, Belarus, and Uzbekistan participated in the competition.

Young designers who took part in the 1st International Competition for Digital Ethnolook, held in the BrainArt/ScienceArt format, created models that referenced ethnoculture through images of the brain, neural connections utilizing modern technologies, computer programs, and the capabilities of artificial intelligence. 

-We invited young designers to reflect on the topic of the ethnocultural code within the realm of art, incorporating scientific insights from the fields of cognitive research, linguistics, and brain studies. This has demonstrated that digital technologies are indeed in high demand; some of the showcased ethno-looks are so well-adapted that they can be effortlessly integrated into everyday life,-  said Susanna Makerova, the author and organizer of the competition.

The competition generated significant interest among young designers and received high praise from the expert community.

-Without a doubt, the most impactful project this year was the Digital Ethnofashion competition. Talented participants created digital models of clothing and accessories in the BrainArt / ScienceArt / EtnoArt format, drawing inspiration from ethnoculture through representations of the brain and neural connections, while utilizing modern computer programs and the capabilities of artificial intelligence. The remarkable results of the competition were discussed not only in Russia but also on a global scale. At the prestigious international forum Data Science Conference - 2024, held in Belgrade and attended by over 3,000 specialists in artificial intelligence from around the world, our Russian project Digital Ethnofashion was recognized as a unique initiative,- as noted by fashion analyst Alexander Khilkevich.

The participants in the competition developed ethno-looks using modern technologies, computer programs, and the capabilities of artificial intelligence. In the "Digital Image" category, out of 21 submitted projects, the jury awarded first place to the work of Maria Sinitsyna from Don State Technical University. In the "Ornament" category, Igor Kozyrev emerged as the leader among 34 projects, while in the "Accessories" category, which featured 19 projects, Ekaterina Berezyakova from Moscow and Tbilisi took the top spot.
 
The main image announcing the Digital Ethnofashion competition was created by E. L'vira Lemeshaeva, who won an honorable second place in the Accessories category. This image is inspired by the interpretation of the Adyghe national costume by SuzieMFashionLAB and features an ornament that resembles an anatomical illustration of the brain, alongside embroidery and elements from the pictorial traditions of Khokhloma painting.