Identity and economic dimensions of contemporary fashion design in the republic of moldova: from tradition to national brand

Abstract

This paper analyses the phenomenon of revitalization of traditional textile heritage within the contemporary fashion industry of the Republic of Moldova. In a context of heightened globalization, local designers – such as Alina Bradu, Maria Cristea and Valentina Vidrașcu – reinterpret archaic symbolism and the aesthetics of “Cosânzeana” to create clothing products that go beyond their utilitarian function, becoming vectors of national identity. The article explores the dual nature of this phenomenon: on the one hand, the preservation of geometric motifs and craft techniques as carriers of cultural memory; on the other hand, the economic importance of supporting local production and consumption. The study argues that the integration of traditional elements into contemporary design should be understood not merely as a marketing strategy, but as a form of cultural and economic sustainability that contributes to the consolidation of a national brand and to the valorisation of high-value local goods.