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Petushkova T.A. The concept of «Fractal art fashion»: design of visual and graphic communications. Journal of Clothing Science. 2021; 6(4). Available at: https://kostumologiya.ru/PDF/16IVKL421.pdf (in Russian).

The concept of «Fractal art fashion»: design of visual and graphic communications

Petushkova Tatyana Anatolyevna
Institute of World Civilizations, Moscow, Russia
E-mail: tatyana_petushkova@yahoo.com
RSCI: https://elibrary.ru/author_profile.asp?id=1069890

Abstract. The paper considers the principle of organization metonymic (fragmentary) visual-graphic communications (VGK) in the framework of fractal methodology. As an empirical basis, advertising graphic communications of the fashion brand «Chanel» are used, considered as a «set of fractal attractor» (MFA) or «object of deterministic chaos» (ODH), developing on the principle of «infinite self-similarity» (PBS). An experimental study of metonymic (fragmentary) VGK of the fashion brand (MB) «Chanel». As a result, a fractal alphabet of the original brand identifier signs was formed, including 8 of the most characteristic geometric and 8 natural signs-symbols, summarized in a table, on the basis of which a collection of exercises for practical use in educational design was compiled when working out combinatorial thinking among design students. Concrete examples show how the seasonal rearrangement of compositional accents, metaphorical meanings is carried out within the framework of fractal combinations, which allows preserving the traditional style and brand awareness in advertising communications. The vector of transformation of composite schemes is set within the framework of the basic fractal principle — the principle of self-similarity, on which the course of studying the Adobe Illustrator computer program by design students of the first and second years of study is based. The task includes the use of the simplest geometric elements (triangles, squares, circles, straight lines, angles, bioforms) to obtain metonymic (fragmentary) compositions of clothing accessories, textile ornaments, individual elements of the clothing form in the interior, which develop into sensory-emotional figurative structures. This made it possible to significantly expand the boundaries of the student’s emotional empathy, to ensure freedom in the search for creative sources, their imaginative stylization, and also to apply the proven methodology not only for fashion advertising communications, but also for other objects of the subject environment.

Keywords: fractal; fractality; fractal methodology; sets of fractal attractor; object of deterministic chaos; self-similarity; fractal alphabet; advertising communications; visual and graphic communications

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