You Need to Know About Mongolia’s Fashion Scene

A new generation of Mongolian designers is shaking up the fashion industry.

Courtesy of Michel & Amazonka

Last year, Mongolia celebrated 25 years of democracy after a long history of colonial rule. A resulting resurgence of ethnic pride has taken hold of the country, notably boosting its nascent fashion industry. Mongolians, who have traditionally followed the fashion crazes of Japan and Korea, are now looking inward and supporting a new generation local designers.

It’s becoming more popular to buy “Made in Mongolia,” thanks in part to the popular TV franchise Mongolia’s Next Top Model, which often showcases Mongolian designers. Furthermore, the capital city of Ulaanbaatar—home to the Urlakh Erdem Fashion Design Institute—now hosts its own Fashion Week. Even the designers themselves are embracing their ethnic Mongol roots and integrating generation-old techniques, materials, and designs into their modern, edgy creations.

Below you’ll learn about the five must-shop designers and stores and where to find them on the streets of Ulaanbaatar.

Michel & Amazonka

Zaluus Melmii, Building-17, Peace Abe-28

In 2014, Michel & Amazonka cocreators and sisters Yanjindulam and Nyamkhand Choigaalaa received the Best Designer Pret-a-Porter award at the acclaimed Fashion Asia Awards. Since then, their brand has become one of the most popular young design brands in the country. (Recently, their capsule collection was even featured on the grand finale of the wildly popular Mongolia’s Next Top Model TV show.) The duo is known for taking classic European cuts and adding traditional Mongolian embellishments. You’ll find luxurious cashmere coats and skirts embroidered with patterns reminiscent of 18th-century nomadic designs, and their upcoming Summer/Fall collection, “Glamour,” will focus on romantic, feminine cuts with floral embroidery and bright colors. Michel & Amazonka also runs a corporate social responsibility program with Arig Bank, in which the proceeds from the brand’s line of eco-friendly bags are donated to programs that support the welfare of vulnerable Mongolian children.

Source: https://www.afar.com/magazine/you-need-to-know-about-mongolias-fashion-scene