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Oleschenko E.A., Timofeeva M.R. The impact of 21st century narratives on fashion processes. Journal of Clothing Science. 2019; 4(3). Available at: https://kostumologiya.ru/PDF/11IVKL319.pdf (in Russian).

The impact of 21st century narratives on fashion processes

Oleschenko Elena Aleksandrovna
Omsk state technical university, Omsk, Russia
E-mail: elenaoleschenko@gmail.com

Timofeeva Marina Rafailovna
Omsk state technical university, Omsk, Russia
E-mail: marina.marina.timofeeva@gmail.com

Abstract. The article presents the results of a study of dominant narratives in culture, and specifically fashion, of the first two decades of the twenty-first century. Narratives are formulated and analyzed that spilled over into the processes of the formation of a new reality that affect the entire industry.

The authors draw a comparative characteristic of the 2020 era (the beginning of the 21st century is so figuratively called in the article) with the beginning of the 20th century, which consists in the fact that both periods are associated with revolutions and mega-turns in science and culture that influenced their development. Today, reality with its meanings is being replaced by knowledge about it and the ability to tell and present the ongoing processes. This leads to the conclusion that reality is not a stable and sustainable fact, but is constructed and described with the help of consciousness and language.

As a result of the study, the article formulated key narratives in the field of fashion, analyzed the conformity of fashion projects to the context of the dominant narratives of our time. The theoretical and applied significance of the work lies in the fact that the study creates a model of the value of cultural meanings for the implementation of commercial projects, whether it is an event fashion project or a collection. The presented conceptual model is the author’s one, has a resource of interdisciplinarity, forms new systems for collecting and disseminating information under virtualization conditions and new principles of interaction with old systems. It was virtualization that had a significant impact on the described processes. The relevance of the study is confirmed by the implemented and implemented cultural and educational project «LongFashionWeekend» and the creation of the author’s collection «Reformation 19_20».

Keywords: narrative; fashion; fashion industry; author’s collection; cultural and educational project; visual culture; cultural meanings; era 2020; digital revolution; inclusiveness; subculture; virtualization

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