Cultural heritage and human origin have a tremendous impact on shaping one's subconsciousness, behavioral patterns, and self-identification. Ethnic design and folk motifs help maintain an individual's connection with the culture in which they were raised. Nowadays, the topic of ethnic belonging is more relevant than ever. The creation of modern clothing in Ukraine increasingly emphasizes patriotic aspects and the use of elements characteristic of Ukrainian culture. The development of a collection of women's costumes based on the assimilation of ethno-stylistic and eco-design trends is a promising direction in fashion design, as such an approach to clothing development meets the needs of modern consumers who are increasingly focused on ecological and ethical aspects of clothing choices.