The fashion is always focused on the progressive development of mankind, the
adaptation of the new to reality and again the search for a new one, which, in its turn,
determines the variety of functions it performs. The idea of the main modes of the
fashion stems from the overall vision of the fashion: the interpretation of the fashion
as a social status phenomenon highlights the function of expression of social and status
differences; in the basis of the interpretation of the fashion as an aesthetic phenomenon
lies the function of satisfaction of aesthetic needs, etc. The «Fashion» is a multifaceted
notion, it is included in various spheres of our society’s life. Significant traits of modern
time are reflected in the fashion, and this, in its turn, helps to see how the changes in
the country are connected with those processes that occur in cultural and social life of
the society. The fashion is a holistic and universal phenomenon that exists in various
areas of people’s life. It belongs not to the world of things, but of people, and it helps
to identify the fashion as a tool of a social development of the human society. The
fashion
acts
as
a
public
institution,
covering a
wide range of
relations
and
representing
by itself
a
universal
historical
and
sociocultural
phenomenon.
There are units which are
unique for all views of the world in the field of clothing and accessories. The values of
these units indicate the creators of fashion innovations and consumers of fashion
novelties. Standards and objects provide for certain values which in the society or
among some social groups are perceived as fashionable. The fashion is one of the main
mechanisms that organize the life of a society and regulate the behavior of people in it,
introduce their rules, make them live and develop according to their laws and
tendencies. The fashion subjugates to its influence not only a man’s everyday life (the
choice of clothes and shoes, interiors, musical preferences, etc.), but also the mental
side of his life (the mindset, the formation of criteria for assessing the phenomena of
reality, the choice of a particular model of behavior, identity itself).
Analyzing the numerous works both of domestic and foreign authors that are
devoted to issues of the study of the phenomenon of the fashion in various aspects, we
cannot fail to note that considerable attention to this phenomenon not only does not
weaken, but also constantly increases. For example, it can be explained by the fact that
the fashion is one of the most common art forms, it rapidly responds to any changes in
various areas of people’s lives. The process of studying the notion of the fashion
contributes to the fact that people start to understand the needs of the society more
deeply.
R. Bart in his work «The System of the Fashion» examines in detail the
phenomenon of a verbal vestment code and rightly points out that the fashion is a very
complex system [5, p. 187]. The attitude of people towards the fashion is formed
through their attitude to clothing. If think in term of this opinion, the fashion actively
participates in the formation of subcultures. With the passage of time changes in
existing values in the fashionable field occur and periodically repetitive events of the
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