Conceptuality and Reflexivity in the System of Contemporary Fashion: "the Rules of Life" and the Rules of Style in Russian Edition Magazines Esquire and Hasper's Bazaar

Over the past decade, the modern fashion industry has undergone a series of transformations in the functioning of its mechanism. The creation of a new ‘fashion language’ was considered as one of the biggest changes in this dramatic transformative process, which can be named as ‘revolution’, together with the introduction of a simplified representation about fashion. Historically, the fashion narrative has functioned with a certain number of rules, formulas and ideas, which were strictly written into the traditional fashion studies. With emerge of the social media foundations overturned towards the new technologies. Social media has played a crucial role in developing a new platform of fashion representation with totally new structures and views on the basis of fashion industry in the whole world. This study aims to investigate the fashion industry from different perspectives through the genealogy of the fashion knowledge to the description of revolutionary transformations in fashion sphere. Topical approach will be used for this research in order to find out all the assigned problems and come to a number of momentous conclusions