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Menswear Brand Project

Student: Artem Ivanov

Supervisor: Ekaterina Pavelko

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Design (Master)

Year of Graduation: 2018

Reaction to the failed modernist reform of the world art criticism of the late 70's dubbed postmodernism. However, is it worth to abandon the idea of improving human society only because the attempt was unrealized? What is called the avant-garde, undoubtedly grew out of modernist philosophy. Modernism is not dead, but its idealistic version is dead. The task of modern art is akin to the one that Jean Francois Lyotard found for postmodern architecture "doomed to generate a series of small modifications in space inherited from modern times, and abandon the comprehensive reconstruction of the space inhabited by mankind. With what these misunderstandings surrounding art from the 1990s to the present are connected, if not with a lack of critical discourse addressed to the latest art practices. And those, in essence, remain unanalysed, since their evaluation from the point of view of problems considered by artists of previous generations is impossible. Most often, current researchers are content with the inventory of yesterday's issues, hiding in the cover of art history 60's. The purpose of this study was to address the current problems and issues raised by artists from the 90s to describe the methodology of artistic practices that extend the boundaries of contemporary art. To address the issue, an essential step is to consider multiple art practices to identify common patterns and formulate typologies. The art of the 1960s extensively expanded its own borders through the emergence of new forms of expression. The artists of that time questioned the institutional nature and status of the work of art. Today, art is developing intensively: modern art practices are aimed not at expanding the boundaries, but at mastering existing forms created by artists of the previous generation.

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