The article discusses the features of one of the main artifacts of fashion discourse in the National cognition of clothing. In the anthropocentric scientific paradigm, modern linguistics is in the lead, because as a result of the cumulative activity of language, combining national cognition and modern understanding, it allows us to describe a variety of institutional discourse.In the course of the study, it was shown that one component of material culture as a manifestation of globalization processes is fashion collections of various clothes.Although the use of clothing in them is territorially universal, it is clarified that each nation intends to revive national clothing, jewelry in order to preserve its ethnic identity, the place of clothing in the life of a person, society, communicative, utilitarian, aesthetic, informational, pragmatic activity in the National knowledge of the Kazakh and Turkish peoples was analyzed through folklore works and fragments of literary texts.
Fashion Discourse, Material Culture, Clothing, National Cognition, Ethnic Style