COMMUNICATION POTENTIAL OF FASHION IN THE CREATIVITY OF MARIE GRACE CURIE

Abstract

Abstract. The article highlights the creative approaches of the Italian-French designer Maria Grazia Chiuri in creating the Dior Cruise 2024 collection dedicated to the life and work of the Mexican artist Frida Kahlo. Various forms
and means of presentation of the collection in May 2024 in Mexico City are studied, the communication contexts laid down by the designer in the style and decorative characteristics of the products, as well as in the ways of their
presentation by means of fashion shows and fashion photography are revealed.
It has been found that M. G. Curie, through design decisions and the show of the collection, embodies the following communication contexts: cultural and artistic (presents the ancient and modern craft heritage of Mexico), design (demonstrates the synthesis of modern fashion with the motives of F. Kahlo's work and elements of Mexican craft practices); historical (reproduces and continues the connection between the work of K. Dior's work and the culture and art of Mexico); social (through the figure of F. Kahlo, it demonstrates the possibility of accepting freedom and defining oneself on one's own terms; touches upon such topics as gender, gender identity, disability); research (the collection was developed on the basis of a comprehensive study of the archival heritage of C. Dior, the life, work and costume heritage of F. Kahlo, traditions and innovations of Mexican craft practices). It is emphasised that the analysed collection is not only an object of fashion and design; it is the result of an indepth study of the social and historical aspects of F. Kallo's life and work and the peculiarities of Mexican craft cultures.
The purpose of this publication is to analyse the communication potential in the work of the Italian-French designer M. G. Curie on the example of the 2024 cruise collection inspired by the life and works of the Mexican artist F. Kahlo. The article
uses the following research methods: historical and chronological, biographical (when recreating the chronology of M. G. Curie's study of F. Kahlo's work), figurative and stylistic, formal analysis (when studying the collection's images),
generalisation (to identify communication contexts in the designer's work, to formulate conclusions), an integrated approach (allowed to comprehend the interaction of cultural, artistic, design, social, historical aspects of M. G. Curie's work). The
results of the study can be used in the preparation of educational materials on the history of design and fashion.