Valentina Matvienko was presented with Nizhny Novgorod Khokhloma.

      21 November 2025 13:59 Culture and Leisure

      On 20 November in St. Petersburg, as part of the IV International Forum "Fashion Commonwealth", a presentation of Nizhny Novgorod Khokhloma was held. The event's guest was Chair of the Federation Council Valentina Matviyenko. The region's Minister of Tourism and Crafts, Sergei Yakovlev, introduced her to the products of Nizhny Novgorod artisans.

      Valentina Matviyenko emphasized that contemporary fashion increasingly turns to national roots. According to her, a current trend is not imitating Western models but creating one’s own distinctive style based on traditional notions of beauty, elements of folk costume and cultural heritage. The speaker called this approach "fashion sovereignty" and noted that Russians' interest in domestic clothing, footwear and accessories is growing.

      Minister Yakovlev noted that Khokhloma today is not only a historical folk craft but also a modern brand that is acquiring a new sound. According to him, under the "Khokhloma" label contemporary shapes and design solutions are being created that bring traditional motifs back into everyday life.

      He also explained that the project combines cultural heritage with modern trends, demonstrating how varied Khokhloma can be — from bold and expressive to laconic and minimalist. It is particularly important that a significant part of the collection was produced using age-old techniques at the "Khokhlomskaya Rospis" factory in Semyonov, where craft traditions are still carefully preserved.

      The regional Ministry of Tourism and Crafts emphasized that the development of territories associated with traditional crafts directly contributes to the region's tourism appeal. This work is being carried out as part of the implementation of the national project "Tourism and Hospitality", aimed at developing tourist infrastructure, manufacturing equipment, training specialists for the industry, promoting travel around the country, and creating comfortable and safe conditions for leisure.

      As a reminder, seven sports clubs of Nizhny Novgorod joined forces in the anniversary project "Together for Nizhny". In 2025 it is dedicated to Khokhloma painting.

      It was also reported that the Russian national figure skating team will perform in Khokhloma outfits.

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