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Practices of production and consumption of sewing products in the USSR in the 1960s-70s. (on the example of Perm)

Student: Olga Mazunina

Supervisor: Anna S. Kimerling

Faculty: Faculty of Social Sciences and Humanities (Perm)

Educational Programme: History (Bachelor)

Year of Graduation: 2021

In the second half of the 20th century, significant transformations began to occur in the USSR: political and economic reforms, cultural changes. A large role in this played the processes launched by the "Thaw". The thaw marked the emergence of a previously absent diversity, a clearer division between the private and the public, the rehabilitation of fashion and wealth among the general Soviet population. The aim of this work is to study how these changes have affected the practices of production and consumption on the example of fashion. How was the Soviet state responding to new fast-changing values in society? What measures did the party take to control the daily life of citizens and how did it use fashion for its own purposes? What were the consumer guidelines of Soviet citizens? These are the questions I plan to answer. To do this, I will take a closer look at the system of state production and distribution of fashion, as well as the consumption practices available to the consumer of the late Soviet period. The research was carried out on the basis of the analysis of archival documents of enterprises of light industry and trade preserved in the State Archive of Perm Krai, as well as with the involvement of periodicals, sources of personal origin of the open databases "Prozhito" and "Narodnaya Istoriya".

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