The “We Dress the Tajik way!” Campaign: Pro et Contra

DOI: 10.33876/2311-0546/2026-2/289-301

Authors

Keywords:

Central Asia, post-Soviet Tajikistan, ethnography, culture, national dress

Abstract

In present-day Tajikistan, special attention is paid to the appearance of its citizens. In 2018, two illustrated manuals on recommended clothing were published: instructions for students and teachers, and special instructions for girls and women. Every spring since the early 2020s, the “We dress the Tajik way!” (“Тоҷикона мепӯшем!”) campaign, initiated by the Committee for Women and Family Affairs, has been held in the country. From March 1 to May 31, female residents are encouraged to wear national costumes made of satin and adras fabric, as well as dresses with colorful embroidery known as chakans. News reports of ladies in traditional costumes marching in an organized manner along the streets in various parts of the country are shown on state and regional television channels, as well as websites of universities. The author will study the arguments both for and against this initiative, find out which population segments are most affected by it, and outline the difficulties in turning the original concept into reality. The article will also deal with problems such as what clothes are considered “alien” in modern Tajikistan, and how affordable and comfortable the recommended national clothes are. Another matter of interest is the media coverage of the campaign, and Internet users’ reaction to it.

Author Biography

  • Ekaterina Bolashenkova , Saint Petersburg State University

    Bolashenkova, Ekaterina A.  — Senior Lecturer, Saint Petersburg State University (Saint Petersburg, Russian Federation). E-mail:  e.bolashenkova@spbu.ru ORCID ID: https://orcid.org/0009-0000-3541-3129

    For citation: Bolashenkova, E. A.  2026. The “We Dress the Tajik way!” Campaign: Pro et Contra. Herald of Anthropology (Vestnik Antropologii) 2: 289-301.

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Published

11.06.2026

Issue

No. 2 (2026): Herald of Anthropology (Vestnik antropologii)

Section

Oriental Studies