Hipervizualumas, transestetizmas ir šiuolaikinis mados dizainas
Hypervisuality, Trans-aesthetics, and Contemporary Fashion Design

Summary/Abstract: This paper deals with interactions of the history of art, visual culture and fashion design. It demonstrates in which ways the imaginary museum of visual arts is typically used by the fashion industry and designers. Finally, it reveals the artistic and aesthetic strategies used by Lithuanian fashion designers. This research is based on Bourdieusian sociological theory of cultural fields and Gilles Lipovetsky’s and Jean’s Serroy’s conception of artistic capitalism and hyper-visuality. Aesthetism, visuality, artisticism, and visibility are relevant features of postmodern capitalistic system and contemporary visual culture. These characteristics become a form of material and non-material capital and relevant strategic competitive advantage in the economic field and the market. All spheres of contemporary social, economic, political, cultural, artistic or intellectual life are subordinated to the regime of hyper-visuality. In hypermodern system aesthetical, visual and emotional qualities are used to enlarge profit and consumption markets. This system might be defined according to Lipovetsky and Serroy, as artistic capitalism or creative trans-aesthetism. Principles of aesthetics dominate in capitalist production: products of everyday consumption include such qualities as visuality, style, attraction, emotionality – sensual, visual qualities are very important. So, artistic capitalism is the economic system that functions as a perpetual aesthetisation system of consumption markets, objects, products and everyday environment. Aesthetic capitalism transforms social structure and the way of life. The phenomenon of fashion is continually transgressing sphere of clothing. Hyper-fashion as a common process penetrates all fields of social life, dominates and transforms hierarchy and structure of cultural objects, products, and images. Contemporary fashion design is a complex of cultural practices, a form of visual and material culture that becomes an important part of the creative and cultural industries.

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