ABSTRACT
Digital technologies offer particularly important platforms to transfer the symbols of different cultural heritage to everyday life and play a crucial role in the process of reflecting these symbols in fashion-related content. Especially in recent years, the content enriched with the cultural fabric from the past to the present in digital marketing has attracted great attention. This study aimed to examine the Turkish cultural heritage motifs, from among the elements inscribed in the Representative List of the Intangible Cultural Heritage of Humanity as of December 2019, by taking into consideration the use of the motifs in digital marketing in relation to fashion. The historical background of such motifs was assessed together with their current appearance considering their transition from traditional culture to popular culture, and a descriptive analysis was conducted on the newer stories created in the digital world. This study aimed to evaluate the way the stories specific to traditional cultural heritage are narrated in the 21st century. Since it performs a comparative analysis of the past and the present, this study is noteworthy with its results presenting how the stories of the Turkish cultural heritage motifs have been transformed with regard to the way their stories are narrated in the fashion-related content.
