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Creation of a Perestroika Era (1985-1991) Inspired Brand and its Promotional Campaign Development

Student: Tatiana Geiuk

Supervisor: Ekaterina Pavelko

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Design (Master)

Year of Graduation: 2018

The choice of the topic of visual research is due to the need to study fashion in the context of a certain era in search of inspiration for the further creation of the project. The aim of the work is to study the concept of "alternative fashion of" perestroika" (it is a major change in the ideology, economic and political life of the USSR in the second half of the 1980s) in the Soviet Union " The task of the work in the course of the research is to determine the main markers of the epoch, which characterize the concept of" alternative fashion " In this work, the alternative fashion of perestroika is explored through visual media formats that characterize the fashion, culture and spirit of the perestroika of the USSR. The visual study is divided into three chapters : photography, cinematography, music videos. The generation of young dreamers, who tried to express themselves through a new culture and fashion, and the generation of people of the old Soviet harding who still wanted to build a correct socialist society, are opposed to each other throughout the Soviet and post - Soviet period. It was the outcast of the society (metal singers and punks, rockers, ravers and avant-garde artists), as well as European street fashion, which at that time served as a catalyst for the style that perfectly suited to the Soviet youth are reflection of the concept of "alternative fashion “of perestroika.

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