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Fashion collection for INSIDE&OUT brand based on the everyday aesthetics of post-Soviet culture

Student: Tatyana Golubeva

Supervisor: Tatiana Rivchun

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Fashion (Master)

Year of Graduation: 2021

In the culture of modern society, the boundaries between the concepts of «community» and its environment are blurred. There is a rejection of the need for a clear division of people into groups, as was the case in previous periods. Subcultures as social formations with clear delineations and entry points recede into the background: they are being replaced by the concept of "code", which serves as a new factor that unites people into groups. This code is created and formed by the new generation both from their own and social experience and is read by them at the level of sensations. One of these codes is the nostalgia of the new generation for the post-Soviet culture (1991-1998), which influences the formation of a different worldview in people, their attitude to life and self-perception of it. The generation born after the collapse of the USSR builds its chain of events based on the experience of previous generations, formulating their own attitude to this period, which they can perceive only at the level of indirect sensations, since they did not survive it. This, in turn, forms a new concept of aesthetics, which can be called "nostalgia that did not exist." This code allows a modern person not only to self-identify in society, but also to attract similar ideologues to himself, forming a “community”. Absorbing and rethinking the experience accumulated by previous generations, modern society formulates new concepts and indicators of cultural identification. This phenomenon and codes will be incorporated into the new collection for the INSIDE & OUT brand.

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