The New Normal. Current Social Trends as a Topic of Creating a Fashion Collection

Social networks are becoming more and more embedded in people's lives – today it is difficult to imagine a world without instagram or Facebook. With their emergence, not only the surrounding world has changed globally, but also each person individually, and more specifically, human perception. Perception of the world, events, other people, yourself, time, and so on. This project proposal discusses the topic of the concept of a new norm in advertising and visual culture of the XX-XXI centuries. The fashion industry, as a "litmus test", responds to global movements in different directions and at the same time, is a powerful engine for these same changes. The work is based on a comparative analysis of fashion photos, covers of fashion publications and advertising campaigns that have been created over the past 40 years, and their content several deductions can be drawn. These deductions are also based on the results of visual research and project proposal works. The revealed difference between decades makes it possible to determine the variability and draw conclusions. The findings indicate that visual culture has undergone several stages of changes related to image perception and ethics. This is a completely unique visual language that can only be identified after some time to really feel the difference. The aim of this project was to create a fashion collection based on the current trend associated with the new norm. The diploma project includes at least 7 ready-made looks, which together form a single collection, linked by the concept obtained from the research. The collection is created by making numerous fabric manipulations, shaping, layout and sketches. Contemporary art is also used as an additional visual source for creating the collection.