Young Mongolians want to be seen for who they are today.
, riding magnificent desert steeds over rolling plateaus and into the distant horizon. Thanks to globalisation and the wonders of the world wide web, such outdated romantic images are no longer representative of the country.
[Mongolian for yurt],” says Nomin Gantulga. We are all seated at a Korean-style cafe inside a giant shopping complex. “They’ll know about Genghis Khan, but not about our fashion or modern culture.” A fashion designer at Gobi Cashmere, Gantulga studied and lived in San Francisco for several years before returning to Mongolia to work for the nation’s largest cashmere manufacturer.
While it might be hard to imagine Harry Styles or Cardi B’s influence in Mongolia when you’re not there, the nation has come a long way in terms of sartorial creativity and self-expression over the past few decades. Until 30 years ago, the country had more in common with North Korea than the democratic nation it is today. From 1924, Mongolia, then known as the Mongolian People’s Republic, was a communist state closely allied with the Soviet Union.
In relatively short time, Mongolia has already experienced three different eras of fashion and culture, according to Munkhjargal Choigaalaa, CEO of womenswear brand. “The first period was before the 90s, before the democratic revolution, when things were mass produced and people wore the same clothes,” Munkhjargal says. Then, since the revolution, capitalism has brought in mainstream American influences, high street fashion, as well as luxury brands.
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