Lahoda O.
Ph. D. in History of Arts, Associate Professor, Professor of the Design
Department of Cherkasy State Technological University, the city of Cherkasy, Ukraine
Budiak V.
Ph. D. in History of Arts, Senior Lecturer of the Design Department of Cherkasy
State Technological University, the city of Cherkasy, Ukraine
FASHION SHOWS AS A DYNAMIC FORMAT OF COSTUME
REPRESENTATION
Introduction. At the beginning of the 21
st
century fashion shows have become a
common and regular phenomenon. They represent the imagination of designers about
the modern costume and its wearer, which are realized, first of all, in the public
presentation of thematic collections by means such as:
- Means of organizing the visual environment – time and location of the show, its
scale, and duration;
- Means of enhancing the emotional expression – lighting, music, special effects;
- Means of harmonizing the visual environment – compositional means
(movement of models, performance scenario, revealing its concept), and means of
fixation (plans, angles, points of shooting).
These means determine the elements of the show, which are in close interaction
with each other, commanding over the collection of clothes itself and the models
presenting it. The subject-object relations of each individual costume of the collection
with its wearer, the model, in the course of the show translate the basic narrative of the
project design in the artistic visual form. This narrative, in turn, generates a message
containing heterogeneous information, in particular:
- About clothes, fashion trends regarding the changes thereof,
- About the image of the wearer as a generalized image of the contemporary,
- About the peculiarities of the creative thinking of the designer regarding form-
shaping and style-shaping processes,
- About the concept of the brand, which includes characteristics of the segment of
the fashion market and outlines the demands of potential consumers,
- About the attitude of the designer and his/her team to individual economic,
social, environmental, gender, local or global social problems that find their expression
in costume, in general.
Dynamism, performativity, and spectacle of fashion shows establish special
emotional relationships with the viewers [1]. A fashion show is a peculiar element of
visual culture and, at the same time, one of the traditional practices of representations,
which has a long and interesting history of formation and development.
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