Abstract
The article shows that the fashion of the times of globalisation is characterised by complex, contradictory phenomena that influence the formation of the image of a fashionable personality. The active development of street style in a variety of imaginatively-stylish options is due, on the one hand, to the individual’s desire for self-expression and self-presentation, and on the other hand, the need to identify with a particular social group. Specified processes assume the creation and distribution of the narratives in the process of communication, which are based on different imageries.
Highlights
The article shows that the fashion of the times of globalisation is characterised by complex, contradictory phenomena that influence the formation of the image of a fashionable personality
The end of the twentieth century demonstrated the active form by the streets style the alternative trend of subcultural formations as own style, which in gloss was called “street style”
The variety of figuratively-stylistic directions of street fashion actualises the question of how correct is the use of a single concept of “street style” relative to them and is it a style?
Summary
The article shows that the fashion of the times of globalisation is characterised by complex, contradictory phenomena that influence the formation of the image of a fashionable personality. The individual, in crisis conditions of the state of modern society, uses fashion for selfexpression and self-presentation, in which a low level of culture and spirituality, in a certain sense, is compensated by a demonstrative manifestation, that is, a manifestation of personal freedoms and individual preferences.
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