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Abstract

With the proliferation of ethnic accessories and clothing brands in Kazakhstan, individuals started to combine traditional elements with contemporary clothing in everyday settings. In this study, I aim to examine what I refer to as “accessory nationalism”, which is a diffusion of traditional symbols in the realm of daily consumer practices. Specifically, I will focus on how individuals in Almaty, the largest city in Kazakhstan, engage in the meaning-making process of ‘nation’. Through interviews and focus groups, I explore the role of consumer objects, particularly accessories, as ubiquitous tools for cultivating national identity. In addition, to examine whether those consumers are engaging uncritically or intentionally in the reproduction of national identity, I will conduct a visual analysis of advertised traditional accessories. Drawing on the theoretical framework of Banal Nationalism and Everyday Nationhood, this paper will aim to answer questions of why individuals are choosing those traditional accessories, and how the mundane materiality and consumer choice are affecting the engagement of ordinary citizens in forging their national identity. This study will contribute to the existing field by providing a case from a post-Soviet country and serve as another example of how material objects and visuals promote the commercialization of national distinctiveness.