A retrospective review of the formation of ecologically oriented direction of fashion development of the second half of the twentieth century is done. Techniques and means of creating non-traditional textures that replace or imitate leather, fur and other natural materials in creating relevant clothing models as fashion products are identified. The collections and models of the world's leading design brands are characterized from the standpoint of their participation in the formation and dissemination of ecologically oriented trends in fashion development. The art model of the costume based on the figurative characteristics of the reptile was developed and realized with the use of non-traditional materials.