shows, etc. are of great importance in these processes. Video reports from fashion
shows that are broadcast and discussed by professionals provide information on both
fashionable clothing and fashionable images. Certain shows “teach” how to wear, how
to combine separate elements of a costume. Thanks to the modern design and fashion
industry, the consumer can independently stylize his/her own appearance at his/her
discretion, to organize his/her own space as installations of various aesthetic qualities.
This has led to the actualization of such a phenomenon of the present times as street-
style. Manifestations of street fashion in modern conditions have not only gained
popularity, but have become a hallmark of time.
An individual in a costume, an individual who communicates with others by
means of styling his/her own appearance and through an individually-formed costume-
image, is a testimony of mass cultural production that requires a separate coverage. In
the context of our research, it is essential that the hybrid practices of costume design
representations contribute to the individualization and personalization of the individual
by means of a fashionable costume.
Thematic websites (of a brand or an author) that position a costume as a result of
creativity of designers are of particular interest. They exist in two versions. The first
one is the websites of designers, brands or fashion houses. They represent the synthesis
of dynamic and static representations, and their elements can, conventionally, be
classified as: exclusively visualized products (graphic representations – sketches,
fashion illustrations, photo fixations, etc.), which are accompanied by a minimized
descriptive part (text); branded or corporate style of the brand in the context of its
identity; video shows of collections of different seasons and different years (archive,
gallery, etc.); photo gallery – separate thematic photo sessions. Sometimes, though
rarely these sites use graphic effects. Everything is presented concisely, therefore, not
so emotionally as during a runway walk or a museum display. Certain fashion houses
post videos about how a particular design product is made in social networks.
Another option is specialized websites about fashion and style, about
contemporary art and design. Such sites post not just the photos from runway walks or
thematic photo sessions, but also their analytical review by specialists of the fashion
industry. A separate significant part of such a form of representations is the ability of
ordinary participants in the communication process to express their own thoughts in
the comments, to have a discussion. Quite often, this discussion is primitive, due to the
level of ignorance, and it is always of a subjective nature. At such sites, more attention
is paid to an individual in a costume than to the costume itself.
There are separate bloggers’ sites targeting fashion industry. They are
characterized by personal attitudes and subjective judgements. Quite often, bloggers
use interesting, exclusively professional information on certain types and forms of
clothes, fabrics and innovative technologies and materials, accessories and additions,
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