One of the definitions of fashion is as follows Kinetic learner. The key words here are obviously “a group at a certain time”, because it is this characteristic that gives us reason to consider a set of habits and attitudes as “fashion”. But if at a certain time some group of people, quite broad, is demonstratively dismissive of “fashion”, then to be unfashionable is fashionable?
It is a paradox, but it is true. The way we construct our own ideal and choose a range of interests and values, express feelings, views and emotions, we do, considering fashion.
In America in the 50s, a group of writers appeared, the so-called “beatniks”. For a start – just a group of friends (Allen Ginsberg, William Burrows, Jack Kerouac and others) who write poems and prose, are fond of leftist ideas and Eastern religions, criticize the “consumer society”, want freedom, take drugs, hitchhike, protest against social norms. Creativity of this group becomes popular among young people, and along with it, their way of life, and a set of world-view and ideological preferences (at least a significant part). In the early 60’s – the whole list of gre vocabulary list characteristics can already be applied to a whole generation of young people – we are talking about the hippie movement.
Of course, in this context we can talk about social prerequisites and ideological climate; we can also consider the creativity of the Beatniks as a product of a certain situation, not as a driving force. But it is also possible to talk about fashion. Yes, the Beatniks have created a fashion for certain drugs and freedom in sexual relations, for hitchhiking, nonconformism, even for writing poems. They just created a certain attractive image, suitable for inheritance, a certain model on which to build your own personality. They also created a beautiful image of a certain way of life and, in addition, they formulated an ideological basis for it, endowing it with meaning – an ideal product for consumption, which to some extent determined the biographies of an entire generation. At that time we were talking about “worldview”, and now we can often hear a statement like this: “in the sixties there was a fashion for leviznu” (where “leviznu” is used in a broad sense, as any antisocial mood).
Fashion often operates with images defined as “totality”. Here are some more examples. When such a musical direction as turnip, first a product of the black population, won wide popularity, white teenagers began to imitate the style of clothing, communication style and lifestyle of African Americans. Simply put, the fashion of turnip made white people want to become black, or at least be as similar to them as possible.
Writer Ernest Hemingway has created a convincing, autobiographical image of a representative of the so-called “lost generation” – “disoriented” and “cynical” generation, “broken” by participation in the First World War, a lover of jazz, alcohol and danger. Hemingway became extremely fashionable in the Soviet Union in the sixties and seventies, respectively, the image he created became fashionable – skeptical worldview, circulation “old”, a passion for jazz, wide beards and rough sweaters. Thus, tempted by romance, the Soviet intellectual reproduced with his own style of behavior and thinking a certain type, formed under very different historical circumstances.
Young people take the problem of their own identity more acutely. Subcultures offer already prepared holistic images. Moreover, in the choice of subculture is also important factor in the social group, because belonging to some of them requires, say, more money in the wallet – we are talking about the requirements for appearance or stimuli, which are preferred. But often some subculture may become more fashionable and, consequently, go beyond its own social group. Although it indicates that the style of a certain subculture becomes fashionable, mainly its external characteristics. But it is also obvious that when Jean Paul Gaultier took the punk style as a basis for his collections, he promoted a certain, if not a position, at least a posture, and this also obliges to something.