Abstract
The purpose of the article. To analyze the Olympics ceremonial suit of the XXXII Olympic Games «Tokyo 2020» and to form promising defining features of its artistic and informational identification. The research methodology provides art analysis of the formation, artistic motives, national appeals, general aesthetics and modern trends that are accumulated in the design of the Olympic ceremonial suit of foreign sports teams. The scientific novelty is to study the Olympics ceremonial suit of Tokyo 2020 Olympics and identify promising strategic advertising features of its artistic and informational identification. Conclusions. As a result of the research for further application in the design of the Olympic ceremonial suit promising strategic advertising features of artistic and informational identification are identified, including: 1) Convergence of appeals to the colors of the national flag in the design of the analyzed ceremonial Olympics suits of sports teams; 2) Correspondence of artistic and informational identification of ceremonial suits to the basic principles of the Olympic Games; 3) Eco-friendliness in an Olympics formal suit, which involves not only the use of environmental materials in the design of clothing, but is also aimed to draw attention to the global problem of mankind. Excess raw materials with a long service life and proper technological utilization of light industry waste has become a trigger for increased attention to environmental awareness at all levels of human activity. High fashion dictates the trends for -middle and mass market and is gradually moving to safe textile materials that are biodegradable without contaminating the water with micro-plastic; 4) Vestimentary traditions in the artistic and informational identification of the Olympics ceremonial suit, which allow to see the designer (design studio, company, etc.) as a referent of the sign system of artistic and informational identification of the Olympics ceremonial suit together with athletes and representatives of the delegation, which is also the brand of the country for which the suit is created.
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