STREET-FASHION PRACTICES IN CONTEMPORARY UKRAINIAN CULTURE

Abstract

The aim of the article is to identify and analyze the socio-cultural features of today`s Ukrainian street-fashion.
This research will make it possible to predict some social trends and cultural priorities in Ukrainian society.
Methodology of the research. The methodological basis of the research has a complex interdisciplinary nature, which allows to examine the most important characteristics of street-fashion in today’s Ukrainian society. The culturological approach is combined with the semiotic method, gender analysis, content analysis. The semiotic method allowed us to analyze the national specificity of the semantics of contemporary Ukrainian street fashion. Strengthening the cultural approach with gender analysis helped to identify the main trends in the gender aspects of Ukrainian street style. Content analysis was used to study the reception of Ukrainian street fashion in the media and social networks.
Results. The research has led to the conclusion that the practices of contemporary Ukrainian street-fashion are a space for constructing the identity of Ukrainians. Ukrainian street-fashion also works as an instrument for intercultural dialogue with Western countries. In recent years, Ukrainian street fashion has been characterized by its individuality, gender diversity, and growing national consciousness.
The novelty. The study allowed the author to identify and systematize the most important aspects of Ukrainian street fashion in recent years, especially in view of the current socio-political situation. The fashion representations of Ukrainians in the context of intercultural dialogue were analyzed. Further vectors of research of Ukrainian street fashion, in particular its regional peculiarities, were outlined.
The practical significance. Practical value. The results of the research can be used to formulate and conduct lectures on the history of fashion. In addition, they are relevant for workers in the socio-cultural and media spheres (organizers of seminars on the history of fashion and gender issues of fashion, reviewers of actual fashion trends,
authors of publicist articles about fashion, etc.).