ІМІДЖ У ВІДОБРАЖЕННІ ПРОВІДНИХ СТИЛІСТИЧНИХ ТЕНДЕНЦІЇ МОДИ СЕЗОНУ 2016–2017 (НА ПРИКЛАДІ ВІТЧИЗНЯНОГО ПЕРУКАРСЬКОГО МИСТЕЦТВА)

Abstract

The purpose of the article is to identify the chain of main stylistic trends of 2017 image as a reflection of the specific activity of a practical designer, who creates a holistic look in search of new, current, modern types of hairstyle; to determine this year’s image trends, based on the comparative analysis of fashion trends of the spring/summer 2016 and 2017 seasons, represented in foreign and domestic fashion lines, shows and hairstyling festivals in Ukraine The research methodology consisted in the visual comparative study of fashion trends of the spring/summer 2016–2017 seasons, where the data obtained through viewing fashion shows is considered using the method of parallel comparison, resulting in a credible picture of the trends of modern fashion and image, including hairstyle. The scientific novelty of the work. Despite considerable interest in the issues of image formation among various specialists in the fashion industry, its scientific comprehension remains insufficient, in particular, in the sphere of professional practice of expert image-makers, professional hairstylists, their role and place in these processes. Research into this issue allows for consideration of the current directions in designing the image, including hairstyle, which shows the creative approach of professional domestic hairstylists to modeling the person’s own image. Conclusions. Image is formed by image designers, who combine professional knowledge and skills of different specialties in their work, among whom the hairstylist holds the top position, who manages to combine technical skills, the ability to select hairstyles, based on the analysis of individual characteristics of the model, knowledge of up-to-date stylistic tendencies of high fashion, including its forecasting, based on studying new trends and their practical modifications.