Interaction of Youth Subcultures and Modern Fashion

Abstract

The aim of the study is the analysis of features of sociocultural phenomena of modern fashion and youth subcultures, as well as the identification of options for their interaction. Research methods. Taking into account the applied nature of the submitted work, in addition to the theoretical analysis of information sources, systematization of constituent elements of leading objects and standards of modern fashion and youth subcultures were carried out, as well as conceptualization of the delineation of the negative content and positive potential of the phenomena is considered. The scientific novelty of the research is to determine the variants of interaction of youth subcultures and modern fashion and to reveal the directions of using the obtained results in the system of professional training of future designers of clothing. Conclusions. The processes of the appearance and functioning of the categories “fashion” and “youth subcultures” are considered to be the subject to practically the same principles. The main principle is the desire to be emancipated from the crowd in order to attract attention to the personality. Another common important point for participants in both processes is the desire to find oneself like-minded people. Such an opportunity of external association is realized via the use of system of concrete objects and standards, which in turn are dictated by certain authoritative referents (initiators of the youth movement or leading designers). The third moment, uniting youth subcultures and fashion is the indicators of number and mass (which, in fact, determine the level of “success” of the analyzed categories). Among the options for interaction between fashion and youth subcultures, one can be absolutely sure of the following: influence, borrowing, sharing, imitation and distribution. The disclosure of these options will be able to add new convincing arguments in the educational programs about the distinction of the negative content and the positive potential of the phenomena under consideration. The image of a fashion person and representatives of youth subcultures is very close, they are based on common laws, identical cycles of development and transformation are taking place, and similar methods and means are used for their advertisement and distribution.