Almaty, Kazakhstan – Saks Fifth Avenue in Almaty marked the arrival of Nowruz, the Persian New Year, with celebrations on Saturday, March 22, 2026. The event, shared on social media by Aigul Amirzhanova, chief executive of Viled Group – the operator of Saks Fifth Avenue in Almaty – reflects a growing trend of cultural integration within Kazakhstan’s luxury retail landscape. Nowruz, a festival celebrating renewal and rebirth, is deeply rooted in the traditions of Central Asia and is observed by millions across the region and beyond.
The celebration at Saks Fifth Avenue underscores Kazakhstan’s increasing role as a hub for international brands seeking to connect with a diverse and affluent consumer base. Viled Group, under Amirzhanova’s leadership since 2003, has been instrumental in bringing numerous global fashion houses to the Kazakh market, including Gucci, Dolce & Gabbana, Valentino, and Cartier, as reported by The Business of Fashion.
Amirzhanova shared a post on Instagram stating, “Сегодня в Saks Fifth Avenue мы начали праздновать Наурыз, так, как это чувствуем сами” – translated as “Today at Saks Fifth Avenue we began to celebrate Nowruz, as we feel it ourselves.” The post suggests a personalized and culturally sensitive approach to engaging with local traditions.
Kazakhstan’s growing economic influence and strategic location in Central Asia have made it an attractive market for luxury retailers. According to The Business of Fashion, the country’s largest market attracts both local shoppers and visitors from neighboring countries. Viled Group has expanded its presence beyond Almaty to include Astana, Aktobe, and Atyrau, demonstrating a commitment to reaching a wider audience.
The celebration of Nowruz at Saks Fifth Avenue also highlights the increasing emphasis on digital transformation within Kazakhstan’s retail sector. Viled Group has launched an e-commerce platform offering live exchange rates for currencies including the tenge, ruble, euro, and Kyrgyz som, catering to both domestic and international customers. This digital initiative aims to connect with pockets of wealth across the country, from cities like Shymkent to Aktau.
Beyond simply importing international brands, Amirzhanova has expressed a dedication to integrating Kazakh designers into the global fashion industry. This commitment to supporting local talent reflects a broader effort to promote Kazakhstan’s cultural identity on the world stage.
The Business of Fashion notes that Amirzhanova was included in the BoF 500 in 2025, recognizing her influence in shaping the global fashion industry. Her work with Viled Group has not only brought luxury brands to Kazakhstan but has also fostered a growing retail ecosystem that caters to both local and international consumers.
As Kazakhstan continues to develop as a regional economic power, events like the Nowruz celebration at Saks Fifth Avenue demonstrate the country’s openness to cultural exchange and its commitment to fostering a vibrant and inclusive retail environment. The ongoing expansion of Viled Group and its digital initiatives suggest a continued focus on innovation and growth within the Kazakh luxury market.
Looking ahead, the success of initiatives like the e-commerce platform and the integration of local designers will be key to sustaining Viled Group’s growth and solidifying Kazakhstan’s position as a prominent player in the global fashion landscape. Further expansion into regional markets and continued investment in digital infrastructure are likely to be crucial steps in the coming years.
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