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Sales of traditional Russian headdresses, the kokoshnik, have increased sharply in Russia over the past week. The surge in interest is attributed to President Vladimir Putin's speech at the Valdai Discussion Club, reports rodina-history.ru.
At the October 2 forum, the head of state noted his appreciation for the revival of the kokoshnik among young people. Following this statement, demand for headwear increased significantly.
According to Ozon marketplace data cited by RBC, interest in kokoshniks increased 3,2-fold on the day of the president's speech. Representatives of the merged Wildberries and Russ company reported that kokoshniks are leading in terms of turnover, volume, and growth rate. Hundreds of thousands of units worth hundreds of millions of rubles were sold on these platforms.
Moscow accounts for the largest sales volume, accounting for 28% of the national total. St. Petersburg and the Leningrad Region are in second place, with 19%. In the Leningrad Region, sales tripled following the president's announcement.
Famous people who wear kokoshniks include singers Nadezhda Babkina and Tatyana Bulanova, actress Anna Khilkevich, TV presenter Lera Kudryavtseva, and others.