Fashion industry as a tool of public diplomacy: Ukrainian and world experience

Abstract

Problem setting. The success of a country's foreign policy in the modern world is determined not only by its military and economic power, but also by its success in shaping the strategy of public diplomacy. A positive image abroad is a key element of successful international cooperation. A wide range of public diplomacy tools contribute to the establishment of a high level of trust, partnership, economic, political and humanitarian ties in the world. Target of research. The purpose of the article is to determine the potential of the fashion industry as an important tool of public diplomacy of Ukraine, to promote a positive image of the country based on the study of domestic and world experience. Analysis of resent researches and publications. The problems of public diplomacy are actively considered by the scientific community. At the same time, it is obvious that the domestic scientific opinion lacks work on understanding the experience of using the potential of the fashion industry to implement the tasks of promoting a positive image of the state. Article’s main body. The authors of the article proceed from a broad conceptual understanding of public diplomacy as a complex system of institutions and mechanisms, the task of which is to create an attractive image of the country and to support the foreign policy of the state. An analysis of the definition of public and cultural diplomacy in the domestic scientific discourse has revealed the dominance of the traditional approach: the recognition of cultural diplomacy as a key component of public diplomacy, emphasizing its direct connection with the mechanisms of «soft power». A specific form of cultural expression can be considered fashion - one of the most complex phenomena of modern culture, which allows to emphasize social status and meet aesthetic needs. The versatility of the mod determines its great impact on the world economy, political life of society, and the environment. In the modern world, fashion has become one of the strongest diplomatic tools that combine art, creativity and business. For a long time, the fashion industry in Ukraine was not defined as a separate area of socio-cultural diplomacy. However, recently there has been a tendency to draw more attention to the fashion industry as one of the manifestations of cultural diplomacy, which has the potential to become a successful tool in shaping Ukraine's widespread recognition in the world. Studies of our country's experience in the use of the fashion industry in public diplomacy prove the existence of both extensive experience in this area and the existence of untapped opportunities to achieve greater efficiency. Conclusions and prospects for the development. Ukraine is taking various powerful measures at the institutional level to use the fashion industry as a tool of public diplomacy, but our country is only taking the first steps in this direction. The analysis of this experience allows to recognize it rather successful.