Guyay, a 24-year-old Kirgiz model from the Kizilsu Kirgiz Autonomous Prefecture in China's Xinjiang Uygur Autonomous Region, is redefining cultural preservation by merging ethnic traditions with contemporary fashion. Born in a pastoral yurt and raised on the epic ballads of Manas – a UNESCO-listed oral masterpiece – Guyay has walked runways at Milan Fashion Week while championing her roots as "a proud member of the Chinese nation."
Her groundbreaking Xiji Fashion Show, launched in her hometown, transforms rural landscapes into dynamic cultural stages. Local farmers showcase handwoven textiles alongside models, while native plants and traditional instruments like the komuz create immersive backdrops. The event spotlights intangible heritage, such as Kirgiz embroidery techniques, through modern silhouettes that appeal to global audiences.
"Fashion isn't just about clothes – it's a living dialogue between generations," Guyay told KhabarAsia. Her initiatives have increased tourism revenue by 18% in participating villages since 2022, according to local authorities, demonstrating how cultural innovation can drive rural revitalization.
