Journal of Clothing Science
Journal of Clothing Science

2019, Vol. 4, No. 4. - go to content...

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Kotlyarevskaya N.V. (2019). The influence of americasee on the fashion industry. Journal of Clothing Science, [online] 4(4). Available at: (in Russian).

The influence of americasee on the fashion industry

Kotlyarevskaya Nataliya Vladimirovna
Crimean university of culture, arts and tourism, Simferopol, Russia

Abstract. The article is devoted to the influence of americasee on the fashion industry. The relevance of the topic is due to the growing interest in the subculture of gamers as a socio-cultural phenomenon that has an impact on various social institutions, including fashion.

The signs of belonging to the subculture of gamers and the most stable visual sign complexes that distinguish this subculture and are supported by the modern fashion industry are indicated. The main components of the virtual costume of video game characters are defined, visual examples of their image and examples of collections of models made by young designers in the style of costumes of virtual characters are given. Also, the article reflects the role of virtual models of the suit in the relationship with the real consumer of the computer game.

The author comes to the conclusion that the influence of gamerization on the fashion industry is manifested in such trends as the gaming approach to model shows, the use of virtual models and virtual costumes, new technologies in the manufacture of clothing, the use of the style of costumes of game characters and their appearance in the design of fashion brands.

Keywords: fashion; gamer; youth subculture; geymization; the character of computer video games; virtual reality; virtual suit

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ISSN 2587-8026 (Online)

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