INTERTEXTUALITY IN THE DESIGN OF THE CLOTHES OF THE SECOND HALF OF THE ХХ CENTURY – THE BEGINNING OF THE ХХІ CENTURY

Abstract

The phenomenon of intertextuality in the culture of postmodernism is characterized. The cultural, aesthetic, and artistic
and design prerequisites, as well as the essence, functions, main types, techniques, and means of intertextuality in the design
of the clothes of the second half of the 20th century – the beginning of the 21st century are considered. The image-forming and shape-forming means of intertextuality in the works of the leading world designers and in the creative and search strategies of
the Fashion Houses (such as Yves Saint-Laurent, Gianni Versace, Gianfranco Ferre, John Galliano, Alexander McQueen, Ann
Demeulemeester, Naeem Khan, Gabriele Colangelo, Jeremy Scott, Svetlana Tegin, Carven, Valentino, Andrew Gn) are
determined, which are based on the integration of texts of painting, graphics, architecture, sculpture, decorative and applied
art, photography, and literature in the design of the clothes by citation, reminiscences, allusions, stylization.