2022, Vol. 7, No. 2. - go to content...

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Serova A.R., Sichkar T.V. Socio-cultural aspects in the world of fashion. Journal of Clothing Science. 2022; 7(2). Available at: https://kostumologiya.ru/PDF/21IVKL222.pdf (in Russian).

Socio-cultural aspects in the world of fashion

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

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

Abstract. The authors in the article consider the issues of the influence of modern youth subcultures, as an element of the socio-cultural development of society, on the world of the fashion industry. The information and communication development of society marked not only the era of computer technology, but also the next wave of fashion trends. Scientists who study the issues of socio-cultural development of modern youth argue that the value system of young people is mobile, the worldview is not well-established, all this leads to the loss of moral and spiritual guidelines, so young people are forced to look for new forms of self-expression, self-realization. It has been established that youth subcultures have sufficiently developed systems of identifying features. The motivation of each representative of the subculture is different. The image components (style of costume, accessories, make-up) of the youth movements E-girls, E-boys, Emo, K-pop are considered. It is established that E-girl has absorbed the most vivid and memorable attributes of subcultures of the past and present: gothic fashion, Japanese street style, K-pop fashion, and the long-gone Emo culture. Thus, it can be noted that with a general similarity at first glance, each youth subculture has its own identification differences. Youth subcultures have an impact not only on the socio-cultural development of modern society, but also leave their mark on the world of the fashion industry.

Keywords: fashion industry; socio-cultural development; youth subculture; image; costume style; accessories

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