Principles of forming of actual project appearances of 1970th and their influence on development of the modern fashion industry Cover Image

Принципы формирования актуальных проектных образов 1970-х годов и их влияние на развитие современной индустрии моды
Principles of forming of actual project appearances of 1970th and their influence on development of the modern fashion industry

Author(s): Chouprina Natalia
Subject(s): Fine Arts / Performing Arts, Aesthetics, Recent History (1900 till today)
Published by: Національна академія керівних кадрів культури і мистецтв
Keywords: fashion industry; actual project appearance; aesthetical beautiful ideal; fashion line of clothes; clothes of mass demand; society of consumption; subculture; anti-fashion;

Summary/Abstract: The Research is related to determination of criteria and principles of forming of actual project images of 1970th and their influence on development of modern fashion industry. Methodology. The complex system approach of the study of basic criteria of fashion images forming in fashion industry is based on application of comparative, analytical and historical logical methods. The methods of supervision and generalization are used for formulation of basic principles of fashion trends forming in the researched period. Scientific novelty. The article describes the fact that the 1970s became a period when the fashion industry did a new jerk in the development. It is certain that the new tendencies of social life and in-public consciousness induced to the origin and active development of new actual appearance of personality. It is reviewed that intellectuality and individuality, refinement and comprehension of cultural property and spiritual values became the basic vivid lines of aesthetically beautiful ideal of that time. Exactly, these vivid properties were aesthetically beautiful ideals of that period. Conclusions. As a result of the research we can conclude that the fashion industry was actively searching of new imaginative ideas and project forms during the 1970s. All in all, the attitude to clothes and appearance has changed in the consumer society – the design and style are claimed to be a slogan of the era, though the difference between «haute couture» and clothes of mass-market, remained to be significant. All manifestations of youth movements, subcultures and anti-fashion tendencies gave an impulse for the designers to use the created images or its separate features in the process of development of the fashion lines for the general public. Thus, the symbiosis of the «traditional» and «alternative» fashion was the basis for the formation of the mass-market consumer’s choice, and the collections developed and manufactured on a commercial scale obtained the status «mainstream».

  • Issue Year: 2016
  • Issue No: 37
  • Page Range: 162-168
  • Page Count: 7
  • Language: Ukrainian