The Siberian band Otyken fuses folk tunes with club beats. They create music videos in stunning fantasy costumes inspired by ethnic traditions. Each video racks up millions of views. The group headlined the closing show at Moscow Fashion Week, and even American rapper Xzibit offered to collaborate on a remix of one of their tracks.
In Khanty-Mansiysk, designer Irina Satygina is redefining northern style with the help of AI. She crafts modern interpretations of traditional clothing, aiming to «bring ethnic flair back to the streets.»
Traditional costumes are also making a comeback in Kabardino-Balkaria. What began with wedding dress design has grown into a movement bringing folk attire into everyday life. Fashion designer Madina Saralp sees this as «resistance to globalization through clothing.»
Ethnic avant-garde has been thriving in Tatarstan for nearly 20 years. Recently, Madiyar Khaziev and his team of artists and students began creating galleries in rural areas. Calling themselves modern-day Wanderers, they don’t just display their art—they gift it to the local communities.
Yakutia, meanwhile, has become Russia’s new film hub. Local directors and actors are telling real stories inspired by Yakut folklore. The Olonkho epic, for example, is being hailed as a potential «Lord of the Rings» from Yakutia.
