The author focuses on the phenomenon of Soviet fashion. A feature of the author's approach to the topic is the identification of ideological reasons for the formation of a gap between the official fashion discourse (fashion shows, exhibitions, publications in women's magazines, specialized publications of fashion houses) and fashion as part of everyday culture. A brief historical overview of the transformation of consumer attitudes in the field of clothing consumption in Soviet society from the 1920s to the onset of the thaw is made. The reinterpretation of fashion discourse in the 1950s is analyzed from the point of view of the historical and cultural context of the era, as well as the previous stages of the existence of fashion in the USSR. The main features of the Soviet style are highlighted, its inconsistency is emphasized. The phenomena of socialist fashion and the fashion of European countries are compared, for which both materials expressing the official rhetoric of the authorities about European fashion and articles containing sociological research on the Soviet everyday culture of the regions are used. The author analyzes the change in the visual representation of fashion on the pages of Soviet publications at different stages of the existence of the Soviet state. In addition, the article considers examples of understanding the concepts of "modernity", "fashion" in women's magazines of the 1960s and 1970s, which is important for understanding the processes of legitimization of consumer culture in the USSR. Thus, an important part of the work was the process of reflection on fashion discourse in Soviet society. The empirical basis for the research was the publications of the magazines "Rabotnitsa", "Krestyanka", "Fashion Magazine", "Models of the season", pictures of European cinema.
The author focuses on the phenomenon of Soviet fashion. A feature of the author's approach to the topic is the identification of ideological reasons for the formation of a gap between the official fashion discourse (fashion shows, exhibitions, publications in women's magazines, specialized publications of fashion houses) and fashion as part of everyday culture. A brief historical overview of the transformation of consumer attitudes in the field of clothing consumption in Soviet society from the 1920s to the onset of the thaw is made. The reinterpretation of fashion discourse in the 1950s is analyzed from the point of view of the historical and cultural context of the era, as well as the previous stages of the existence of fashion in the USSR. The main features of the Soviet style are highlighted, its inconsistency is emphasized. The phenomena of socialist fashion and the fashion of European countries are compared, for which both materials expressing the official rhetoric of the authorities about European fashion and articles containing sociological research on the Soviet everyday culture of the regions are used. The author analyzes the change in the visual representation of fashion on the pages of Soviet publications at different stages of the existence of the Soviet state. In addition, the article considers examples of understanding the concepts of "modernity", "fashion" in women's magazines of the 1960s and 1970s, which is important for understanding the processes of legitimization of consumer culture in the USSR. Thus, an important part of the work was the process of reflection on fashion discourse in Soviet society. The empirical basis for the research was the publications of the magazines "Rabotnitsa", "Krestyanka", "Fashion Magazine", "Models of the season", pictures of European cinema.