Main description (English)

The article aims to examine the emergence of the “GEN Z folk” stylistics within contemporary Bulgarian visual and musical culture. The creative work of the performer Mona, who defines her own style as “GEN Z folklore”, is analysed as both a foundation and a primary case study. The research focuses on the ways in which Bulgarian folklore is reimagined through contemporary music, digital media, stage fashion, and individual identity. The study approaches “GEN Z folk” not merely as a musical definition, but as a rapidly evolving visual- musical stylistics that exists in symbiosis with folklore memory, digital culture, and contemporary fashion. It also traces other musical artists who partially adopt the visual concept of this style. Furthermore, the connection and interaction between “performer and designer” are analysed. Rather than predetermining the phenomenon as an established subculture, the research questions whether its formation could lead to a new local culture and visual belonging. In conclusion, “GEN Z folklore” is defined as a new and dynamically developing visual- musical stylistics. Keywords: GEN Z folk, subculture, visual identity, Mona, folklore, contemporary fashion