2023, Vol. 8, No. 3. - go to content...

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DOI: 10.15862/11IVKL323 (https://doi.org/10.15862/11IVKL323)

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Timofeeva M.R. The problem of psychological age as a phenomenon of the new norm in the design of clothing. Journal of Clothing Science. 2023; 8(3). Available at: https://kostumologiya.ru/PDF/11IVKL323.pdf (in Russian). DOI: 10.15862/11IVKL323

The problem of psychological age as a phenomenon of the new norm in the design of clothing

Timofeeva Marina Rafailovna
Omsk State Technical University, Omsk, Russia
E-mail: marina.marina.timofeeva@gmail.com
RSCI: https://elibrary.ru/author_profile.asp?id=719780

Abstract. The article studies the problem of psychological age and how the personal aspects of a person affect his life and the fashion industry in particular. The study reveals the phenomenon of erasing age visual codes and the formation of a new norm in the design of clothing as a reaction of the human psyche to external aggressive events in the world and the subconscious desire to return to the safe world of childhood. Issues of emotional design, in which it is important to create a positive emotion background that creates a product or service, to include the person in the storyline of the process of communication with the product or service. As an empirical base expert opinions of specialists in the fields of analysis of human behavior: psychology, sociology, philosophy, as well as marketing tools that allow to take into account the real request of the buyer. Concrete examples illustrate how people are adapting adequately to changing social, political, and environmental conditions, and how these changes are forcing a review and rethinking of well-established criteria and aspects of attitudes, behaviours and aesthetics. Analysis of the processes of psychological perception of the present and the past by the modern consumer allows to allocate the trend to the visual codes of «children» in the design of clothing, systematize compositional techniques, details, assortment, styling methods, erasing the boundaries «adult-child». The article gives examples of the works of fashion houses: Thom Browne, Louis Vuitton, J.W. Andersen, Miu Miu and Chen Peng, examples of analog images and details of children’s assortment embodied in professional collections, an example of addressing the topic of research in the educational process.

Keywords: psychological age; clothing design; emotion design; visual codes; marketing; social norm; generational values; macro-trend

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