SOCIAL CULTURE OF FASHION BEHAVIOR OF PERSONALITY: PSYCHOLOGICAL-HISTORICAL ANALYSIS

Abstract

This article analyzes fashion behavior as a sociocultural practice in the measurements of historical development of personality in the stream of social constructivism. In the context of traditional, modern and postmodern life, the stages of ritualisation of behavior in the fashion system are defined. Is shown that in contrast to the traditional way of life in modern life, changes in fashion behavior are growing rapidly. Fashion loses the traits of relative stability and acquires on the line of «social-individual» forms of ritualizations, which are combining with individualization. Because of its desymbolization, postmodern casual life is committed to reconstructive behavioral strategies in the field of fashion.