DISCOURSE OF FASHION IN THE HISTORICAL CONTEXT OF CULTURE
The article deals with the problem of changing the concept of fashion in the dynamics of culture. According to the author, fashion, for the first time in the history of clothing, on the one hand, liberates and removes «social» restrictions; on the other hand, it creates restrictions of another order, viz. restrictions on «segregation» (elitist, subcultural, countercultural surroundings). That is why, within the modern sociocultural space, clothing continues to perform a «reputational» function, while fashion becomes an «image component». In the era of mass culture, fashion is turned into one of the most effective tools for manipulating public consciousness.