Animalism in the Design of Clothes of the ХХ and Early XXI Centuries

The article presents an overview and systematisation of fashion design projects using animalistic motifs. The purpose of the study is to identify the manifestations of animalistic images in costume and the differences in their meanings in different historical periods. The research methodology is based on the application of methods of source, art, aesthetic, structural and compositional analysis. The scientific novelty lies in highlighting the stages of animalism development in the twentieth – early twenty-first centuries and identifying its main manifestations in costume. The results of the study are based on empirical material from designers and fashion houses that actively used and developed animalism in their work. Conclusions. As a result of the study, we conclude that there are various ways of manifesting animalism in fashion design, from copying animal images entirely to introducing their individual parts into the design or using photographs and artistic images. And while in the early twentieth century, costumes used mostly elements of animal skin, fur and feathers, and exotic animals and birds emphasised the status of the elite strata of society, with the development of technology and the spread of mass production of clothing, imitation gradually became popular. The destruction of the natural environment and the dominance of the artificial one led to the spread of fashion inspired by wildlife. Gradually, a style direction in fashion design was formed, which is now considered «fantasy classics». Over time, animalistic motifs have become visual carriers of «eco-fashion» and «eco-consciousness», reminding us of the need for significant transformations in the global consciousness of humanity. The flourishing of animalism in recent decades reflects the socio-cultural trends in society. The symbolism and interpretation of animalistic images in costume design reflects the care and desire to preserve the natural heritage in a world that is increasingly influenced by technological development.