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Sidorchuk I.V. Fashion and its connection with cultural deviations in Soviet everyday life and propaganda of the 1920’s. Journal of Clothing Science. 2018; 2(3). Available at: https://kostumologiya.ru/PDF/08IVKL318.pdf (in Russian).

Fashion and its connection with cultural deviations in Soviet everyday life and propaganda of the 1920’s

Sidorchuk Ilia Victorovich
Peter the great St. Petersburg polytechnic university, Saint-Petersburg, Russia
E-mail: chubber@yandex.ru

Abstract. In the article the author refers to the theme of Soviet fashion of the 1920s, its place in the urban everyday life in the context of the promotion of new culture. The question of the struggle of the Bolsheviks with fashion as a relic of bourgeois and philistinism, visual symbol of a prerevolutionary era that should have been faster to erase the memory of new generations, have been sufficiently studied. At the same time, the theme of its connection with certain forms of behavior that were deviant or became such after October 1917 (political apathy, philistinism, petty bourgeoisie, immoral and unhealthy lifestyle, and disbelief in Soviet ideals) remained outside the researchers attention. It is through the prism of such deviations that negative connotations of fashion were formed. Based on the analysis of press, including multi-edition factory newspapers, and publications on the problems of cultural reconstruction, the author comes to the conclusion that with the transition to the New Economic Policy criticism of pro-government propagandists of fashion as such was rather the exception found in the works and speeches of only zealous advocates of the new aesthetics. The plot, which is full of materials about the everyday life of young people – the desire at all costs to buy expensive clothes or shoes with sometimes complete inattention to their own hygiene, education, cultural level. Thus, in the Soviet Union of the 1920s, the spread of fashion among the society was hampered not so much by the installation of power to fight philistinism and bourgeois remnants, but by the low cultural level and poverty.

Keywords: history of leisure; history of everyday life; deviant leisure; history of fashion; gender history; New economic policy; working history; hygiene; Soviet Union of the 1920s

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