THEATRICALIZATION AS A WAY OF EXPANDING THE COMMUNICATIVE SPACE OF FASHION SHOWS

Abstract

The purpose of the work is to analyze the process of theatricalization of fashion shows in the context of the socio-communicative space of culture, which is conditioned not only by the ability of this cultural phenomenon to reflect some of the features of modern society, but also to enhance these properties against the background of transformations of the cultural context. The research methodology of the research is based on the paradigm of theatricality of socio-cultural processes. This approach has allowed not only to establish that theatricality has always been characteristic of the displays of new fashion collections, but also to identify trends in the emergence of new forms, which main objectives are: increasing the effectiveness of communication between designers and viewers as potential consumers of products offered; the expansion of the communicative space of the fashion industry, which is due not only to commercial considerations, but also an understanding of the role of fashion in socio-cultural processes. Scientific novelty. The scientific novelty of the work lies in confirmation of the effectiveness of the application of the theatrical paradigm for the study of communicative processes in the field of fashion. This is manifested in the fact that for the first time, it was possible to explain not only the reasons for the emergence of new forms of fashion shows, but also their semantic transformation with the strengthening of social orientation. Conclusions. The analysis of the impressions of new fashion collections confirmed that they always had a theatricality which is gaining new forms for increasing the effectiveness of communication between designers and viewers and expanding the communicative space of the fashion industry.