Author: Muzafariy, Zilola Baxtiyor qizi

Annotation: This article is dedicated to the study of fashion collaborations, which have become a prominent trend both in the historical development of fashion and in the contemporary fashion industry. The article provides a systematic analysis of the formation and stages of development of collaboration trends in modern fashion, as well as their economic, cultural, and social impacts. It is demonstrated that, on a global scale, partnerships between designers, brands, and artists enhance the effectiveness of marketing strategies, strengthen brand identity, and expand the target audience. At the same time, in Uzbekistan’s fashion industry, emerging collaborations between local designers and artisans play an important role in preserving national values and cultural heritage. The study explores different types of collaborations, highlights the key differences between global and local partnerships, and compares their respective advantages.

Keywords: Collaboration, fashion industry, globalization, local design, brand strategy, cultural heritage, partnership, fashion marketing, art and fashion.

Pages in journal: 100 - 104