Визначення критеріїв взаємовпливу високої та вуличної моди у формуванні актуального модного образу в індустрії моди
Defining mutual influence of couture and street fashion in the process of forming modern image in fashion industry

Summary/Abstract: The purpose of this article is to define the artistic and image-bearing description as well as socially public grounding of basic fashion trends of 1960th and their influence on forming of basic directions of fashion industry of contemporaneity, in particular in the process of forming of actual project fashions in costume design. Methodology. In the furtherance of this purpose, the author uses the base principles of design of the systems, directed to the creation of different types of modern fashion clothes in the conditions of industrial planning and production. The method of historical and logic development gives the opportunity to study a costume in the process of elaboration and co-operation with the environment. Scientific novelty. The study gives the grounds for the assumption that fashionable changes of 1960th are perceived by fashion critics and commentators not as every-season changes of consumer taste or advantages, but as innovations, which influence evolution of fashion processes and revision of public values and moral basis, which made a great contribution into fashion development. The research determines that since then the alternative fashion, or so called anti-fashion, constantly and insistently intertwines into the creation of “haute couture” designers, and vice versa, often high aesthetics realizes through the “street fashion”. Conclusions. The analysis of the fashion evolution in the first half of the ɏɏ century shows, that up to the beginning of 1960th the representatives of higher layers of society of capitals and large cities of Europe mainly Paris, Milan, and Vienna were the basic fashion consumers. They unreservedly got across elegant suggestions of famous couturiers to mass customers. On the other hand, democratic changes in the society and improvement of social standards have led to the internal relaxedness of an individual and the overall change of the society. In the formed “consumer society” more and more conditions were created for the satisfaction of purchasing needs, and so called “American dream” more actively gained the sympathy of European consumers. Quite a bit active development of the mass media (including recent television) became an instrument, directed to the forming and expansion of consumer demands. Thus, one of achievements of this period sure must be co-operation of the High fashion and street fashion, on the joint of which many new directions of suit design got development, forming the fashion for a mass consumer, industrialization and democratization of fashion. However, not only development and production of fashion clothes have undergone changes, but also the system of its distribution and realization: mass media, advertising, system of boutiques and shops, in other words – the structure of fashion industry in its modern understanding was actively developing.

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