GLOBALIZATION AND LOCAL IDENTITY IN MODERN DESIGN: BALANCING TRADITION AND INNOVATION

Abstract

This study explores the relationship between globalization and local identity in contemporary fashion design, analyzing the balance between preserving traditions and implementing innovations. Particular attention is given to the influence of global markets and rapid changes in production processes on traditional craftsmanship and local stylistic features. The research examines the transformation of the textile industry under the pressure of outsourcing and shifting consumption models, which leads to a rethinking of the role of traditional clothing in modern fashion. The challenges faced by designers in adapting local traditions to global trends are addressed, and potential pathways for integrating traditional elements into contemporary garments are identified. It is emphasized that the textile industry has undergone profound transformational changes in recent decades, partially driven by the necessity of globalization and economic fluctuations. The evolving environment demands economic resilience, continuous innovation, and readiness to respond to emerging challenges extending beyond national and transnational markets. For the European textile industry, the emergence of new competitors from formerly tariff-regulated markets has proved critical. Ukrainian national attire is analyzed as an example of combining historical ornaments, tailoring techniques, and modern production approaches.The study highlights mechanisms for reinterpreting ethnic aesthetics within postmodern fashion, which values diversity and individualized style. It demonstrates that local textile and garment industries can remain competitive through the uniqueness of handmade work, symbolic meaning, and cultural authenticity. The research reviews strategies for preserving traditional motifs in modern design and examines the role of digital platforms and social media in promoting local styles. The results show that the synergy between tradition and innovation is an effective tool in contemporary fashion development, contributing to the creation of unique design solutions that meet both local and global demands.