Abstract: The object of this research is the traditional Buryat costume, peculiarities of its current existence as an identity system in modern space of the global worldview and transnational cultures. The subject of this study is the specificity of using the unique features of Buryat costume as a source of autochthonous characteristics of the "place" in creating the souvenir gifts. The thoroughly examine such aspects, as color and ornament in the national Buryat costume, and their role in revealing the authenticity Buryat culture. Particular attention is paid to the analysis of regional souvenir products in the context of researching the problems of cultural identity, images of ancestral ethnic costume, which are used for creating the image souvenir products of Buryatia, reflecting the actual specifics of the "place", rather than “imaginary identities”. Methods of comparative-historical, ethnographic analysis and marketing research applied during the course of this research allow collecting the extensive ethnic material, review a diverse assortment of products presented in the souvenir market of Ulan-Ude and the republic, as well as compare the original models of traditional clothes and samples of souvenirs depicting the national costume elements and/or ethnic images. The scientific novelty consists in the highlighted ethnonational features of the costume, color systems and the specifics of ornamental decoration, most popular elements Buryat clothing, tranlated as the identifying codes, as well as their interpretation in souvenir products. An important role is also played by the tribal differences of a costume as a distinct “identifier” that allows distinguishing the ethnic images, including in souvenir products. Using the individual characteristics of Buryat costume in manufacturing souvenir products will provide opportunity to expand the assortment of souvenirs, separate Buryat motifs from the similar Mongolian, as well as achieve deeper “association” with the culture of this region, turning souvenirs into the image products of the “place”.