FASHION AS A SPECTACLE: ETHNOCULTURAL AND MYTHOLOGICAL DIMENSIONS

Abstract

According to E. Moren ethnic cultural influences take place in urbanized environment and turn it into "island ontology".
Everyday life ethnic culture is differentiated, specified as a certain type of spectacle. However, all that powerful cosmologism, which used to exist as an open-air theater in settlements, near rivers, grasslands, roads, is disappearing. The everyday life culture loses imperatives, patterns, and cosmological designs, where, for example, the “plahta” contains rhombuses, squares, and rectangles - images of the earth, and the top of the costume symbolizes the sky. Yes, the symbolic marriage of earth and sky was a prerequisite for marrying young people. The article deals with traces of the urbanization and deurbanization processes in the twentieth century fashion.