Fashion trends and style have become important factors in shaping social relations, self-esteem and personal identity in modern society. Based on this, the work was carried out with the aim of studying the main trends in the fashion world and its impact on cultural identity. To this end, the essence and origin of fashion, the formation of the fashion industry, an analysis of fashion trends and styles present in the fashion industry, and the function and significance of fashion in human life were described. The article highlighted the concepts of “fashion,” “fashion industry,” and “identi-ty,” and focuses on the colour palette in clothing and methods of designing modern clothing. The results of the work showed that fashion is a social process that develops cultural significance and is a key element of social relations. Fashion brands are purchased by consumers for a sense of individuality, quality, and status achievement. The consumption of high-quality items was demonstrated by lifestyle, level of comfort, external influence, and the desire to look “expensive.” Character traits, views, and ideals can be reflected and expressed through clothing. People try on different looks and choose their wardrobe to convey information about who they are to those around them. The paper examined the material and highlights the factors that influence users when purchasing fashion items. The study covered some important points, such as a person’s satisfaction with their appearance, as well as changes in the fashion industry. It was found that self-esteem plays an important role and influences a person's attitude towards their own image, and minimalism in clothing helps to be in tune with the latest trends, does not cause stress, does not overload, and influences a person's attitude towards their own image. The results of the study can be used in the fashion industry, marketing, clothing design, as well as in cultural studies and sociology, in particular by specialists who study the influence of fashion on cultural identity, consumer behaviour and social trends
Dykhnych et al. (Mon,) studied this question.