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

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Erokhina A.A., Serova A.R., Sichkarʹ T.V. Youth style as a reflection of civilizational space. Journal of Clothing Science. 2023; 8(3). Available at: https://kostumologiya.ru/PDF/19IVKL323.pdf (in Russian).

Youth style as a reflection of civilizational space

Erokhina Anastasiya Alekseevna
Institute of World Civilizations, Moscow, Russia
E-mail: erohina2004@rambler.ru

Serova Anastasiya Romanovna
Institute of World Civilizations, Moscow, Russia
E-mail: anastasiaserva900@gmail.com

Sichkarʹ Tatʹyana Valentinovna
Institute of World Civilizations, Moscow, Russia
E-mail: ditava1@mail.ru

Abstract. The article examines the influence of the surrounding world on the formation of new fashion trends and why subcultures, which have a foundation of values and foundations, have grown into superficial aesthetic trends. The increasing level of urbanization undoubtedly leads to the emergence of various youth movements in which everyone can find themselves. A huge number of political, economic and social events entail reactions to them, which are reflected not only in everyone’s personal views, but also in the fashion industry. And the more there are, the faster you need to react, so there is no time to think through deep meanings. Thus, the COVID-19 pandemic contributed to the emergence of the aesthetic direction Cottagecore, which is based on the opposition to urban orders, unity with nature and simplicity. Cottagecore emerged as a niche movement, popular mainly among rural youth, but after first moving into the wardrobes of city dwellers, it made its way to high fashion, conquering the industry for a while. Cottagecore began its development back in the 2010s, but acquired its usual name only in 2018 on Tumblr. The peak of its popularity came in 2020, when TikTok users, under quarantine conditions during the COVID-19 period, began to leave for their country houses and dachas. Cottagecore values handcraft and traditional skills such as pottery, baking, crafts, foraging and housekeeping. The New York Times called it a reaction to hustle culture. However, such aesthetics and ideals have their own cultural history.

Keywords: Cottagecore; fashion; aesthetics; subculture; clothing; style; civilizational space

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