Style of Clothing and Its Role in Image-Making

The purpose of the article is to define and analyze the basic styles of clothing, their characteristic features and properties, the importance of clothing style in image-making, which has been a topical issue over the last decades but remains insufficiently lighted in Ukrainian art criticism. The purpose of the article is to reveal the role of clothing style in forming the image of a contemporary person. The research methodology consisted in the analysis and synthesis, historical and comparative approach, and typological constructions according to art critical criteria of imagery. Based on the complex analysis of notions in the theory and history of design, the concept of style was specified in relation to the basic tendencies of fashion; based on the method of parallel comparison, the realistic picture of development of modern styles of clothing as the basis of image was revealed. The scientific novelty of the work lies in the analysis of scientific data on the issue, its systematization in accordance with modern scientific art critical approaches, and final generalization; addressing the problems of forming/designing the image at the theoretical and practical levels, which, in the conditions of significant interest of various specialists in the fashion industry, does not yet require more detailed scientific art critical comprehension. The disclosure of this issue contributes to the greater effectiveness of designing the image both at the theoretical and practical levels. Conclusions. It was concluded that the image of a person is formed due to various components, where a significant place belongs to the choice of the style of clothing. Knowledge of up-to-date stylistic tendencies of fashion, in particular, couture fashion, and its modifications, is important for solving topical questions of positioning, presentation and self-realization of a person in the society.