Quotation of works and using artistic techniques of representatives of the artistic direction of pop art in clothing design of the late XX - early XXI century

Abstract

The purpose of the article is to develop the issues of quoting the art direction of pop art and the use of artistic techniques of its representatives in the design of clothing of the late XX - early XXI centuries. Visual material covering the history of fashion of the end of the XX - beginning of the XXI century taken from printed publications and the Internet. Methodology. Methods of literary, socio-cultural, art history, aesthetic, and structural-compositional analyzes were used. The scientific novelty of the work lies in identifying the main stages and specifics of quoting pop art in clothing design of the late XX - early XXI century. Brands and designers who turned to the motives of this art direction from 1960 to 2010 were considered. Conclusions. It is determined that the iconography of pop art in clothing design includes the following: portraits of celebrities; reproductions of famous paintings, banners and posters; covers and pages of newspapers and magazines, comics; images of letters, words, slogans and logos; different types of packaging; home appliances; plumbing; electrical appliances; means of transport; food; tobacco products and alcoholic beverages. It was found that the techniques typical of pop art, such as a combination of illusory and real, hyperbolization of objects or their individual properties, duplication of images, mixing bright contrasting colors and multi-context images, introducing quotes, and using collages of photographs were fully adapted to clothing design in the twentieth century. Since the eighties of the twentieth century. The parody approach to creativity characteristic of pop art is spreading. In the XXI century. designers focused on "combining the incompatible." Pop-art ideas for decorating things with a simple cut with various slogans and of everyday and commonly available motifs, as well as imitation materials, have become the most widespread for ready-made clothes.