ISSN 2078-9823 (Print), ISSN 2587-7879 (Online)

DOI: 10.15507/2078-9823.066.024.202402.142-155

УДК 008: 141.3: 82.34

Elena L. Iakovleva

Kazan Innovative University named after V. G. Timiryasov (Kazan, Russia),

e-mail: mifoigra@mail.ru

 

The Specifics of the Ontological Status of Fashion in Myth

 

Abstract

Introduction. Myth, playing the role of an eternal symbolic form, finds itself in many spheres of culture, including fashion. Both phenomena form comfortable spaces for the individual, and the fashion myth strengthens the ontological status of fashion in the social, which actualizes the study of its specifics.

Materials and Methods. The theoretical and methodological basis was the ideas of R. Barth about fashion, the symbolic concept of the myth of E. Cassirer, the memoirs of fashion designers P. Poiret, K. Dior, M. Ruff and M. Kuant. The analytical method is chosen as the main method of research.

Results. It is revealed that the fashion myth in an abstract and sensual perspective represents fashion trends/collections/image(s), the personality of the couturier/top model/consumer, provides an explanation for whom and for what her models were created. The characteristic features of the fashion myth are the positioning of fashion and fashion collections as a sacred space, the transformation of a fashion house/couturier/fashion image(s) into idols, the formation of a sympathetic and emotional consumer’s view of fashion through the anthropomorphism of its attributes. Metaphors play a special role in the above, turning all the elements of fashion into unique and original components. As a result, in the myth, the vision of an actual image plays the role of mana, which creates an aura around fashion and forces the potential consumer to transfer what is being demonstrated to himself. The emphasis on the miracle of personality transformation through clothing also turns out to be an attractive element.

Discussion and Сonclusion. The fashion myth asserts the ontological status of everything fashionable and promotes sales of models, being updated every six months. Myth plays the role of a powerful supportive principle in fashion, contributing to its actualization.

Keywords: fashion, fashion myth, discourse, ontological status, anthropomorphism, metaphor, mana, aura.

For citation: Iakovleva E. L. The Specifics of the Ontological Status of Fashion in Myth. Gumanitarian: aktual’nye problemy gumanitarnoi nauki i obrazovaniia = Russian Journal of the Humanities. 2024; 24(2): 142–155. (In Russ.). DOI: 10.15507/2078-9823.066.024.202402.142-155.

 

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