STREET STYLE IN UKRAINE : ORIGIN AND SPREADING FEATURES

Abstract

The article is devoted to Street Style – street style, which has become one of the main fashion trends of recent years, the purpose of which is to make your image unique, emphasize your own individuality, etc.
The purpose of the article is to reveal the features of the emergence and popularization of Street Style in Ukraine.
The methodology is based on the application of methods of analysis and synthesis, as well as abstraction and generalization.
Research results. Emphasis is placed on the national characteristics of Street Style in different countries, in particular in Ukraine. Such factors as the emergence of Street Style in Ukraine are emphasized, such as the prevalence of social networks and the activity of Street Style photographers. The key characteristics of Street Style in Ukraine are singled out, including, in particular, the growth of the national component of Ukrainian Street Style, first of all, the use of embroidery with other elements and styles, floral patterns etc.
The scientific novelty consists, firstly, in the inclusion in the research space of one of the important elements of modern culture – Street Style, a phenomenon that has long remained outside the scientific interests of Ukrainian scientists, and secondly, in focusing attention on the formation of Street Style in Ukraine, its national features.
It is summarized, in particular, that Street Style is changing the rules of fashion and culture in Ukraine, becoming not just a trend, but a way of life for many people, and Street Style photography by Ukrainian artists not only «tells» a story about real life, the atmosphere of the city and what people actually wear. The stylistic features of Street Style in
Ukraine in modern conditions, its interaction with Ukrainian fashion, the use of street fashion trends by Ukrainian designers, etc., require further research.