Moda – Fashion
Kabi mashhurlar Britni Spirs kiyinish tushunchasini ommalashtirdilar tashqi kiyim sifatida ichki kiyim.
Erkaklar kiyimlar modasi
RUclips Music, [25.02.21 15:06] [ Audio file : Droptek – New Style [NCS Release].mp3 ] RUclips Music, [25.02.21 15:07] Song: .
Erkaklar modalar erkaklar fasonlar yigitlar uchun fasonlar ogilbollar uchun fasonlar modalar
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ERKAKLAR QISHKI MODASI 2020-2021 //MEN`S WINTER FASHION 2020-2021//KIŞLIK KIYAFETLİ ERKEKLER
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Assalomu alaykum! Takliflaringizga binoan 2020-2021 yilning qishki mavsumida urf boladigan erkaklar paltolarini sizlarga havola .
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Moda – Fashion
Moda ma’lum bir davrda va joyda va ma’lum bir sharoitda, ayniqsa kiyim, poyabzal, turmush tarzida mashhur estetik ifodadir. aksessuarlar, grim surmoq, pardoz qilmoq; yasamoq, tuzmoq, soch turmagi va tana nisbati. [1] Garchi tendentsiya ko’pincha o’ziga xos estetik ifodani anglatsa va ko’pincha mavsumga nisbatan qisqa bo’lsa, moda bu moda mavsumi va kollektsiyalariga an’anaviy ravishda bog’langan o’ziga xos va sanoat tomonidan qo’llab-quvvatlanadigan ifodadir. [2] Uslub – bu ko’p fasllarda davom etadigan va ko’pincha madaniy harakatlar va ijtimoiy belgilar, belgilar, sinf va madaniyat bilan bog’liq bo’lgan ibora. Barokko, Rokoko, va boshqalar.). Sotsiologning fikriga ko’ra Per Burdiu, moda “so’nggi moda, eng so’nggi farqni” anglatadi. [3]
Ular ko’pincha birgalikda ishlatilgan bo’lishiga qaramay, moda atamasi kiyim va kostyumlardan farq qiladi, bu erda birinchisi moddiy va texnik kiyimni tavsiflaydi, ikkinchisi kabi maxsus hislarga tushib qolgan. chiroyli kiyim yoki maskarad kiyish. Moda buning o’rniga ma’lum vaqt va kontekstda ijtimoiy belgi sifatida kiyimni “faollashtiradigan” ijtimoiy va vaqtinchalik tizimni tavsiflaydi. Faylasuf Giorgio Agamben modani sifat momentining hozirgi intensivligi bilan, yunoncha vaqtinchalik tomoni bilan bog’laydi kairos, kiyimlar esa kantitativ, yunoncha chaqirgan narsalarga tegishli Xronlar. [4]
Eksklyuziv brendlar yorliqqa intilishadi yuqori kutyure, ammo atama texnik jihatdan a’zolari bilan cheklangan Chambre Syndicale de la Haute Couture [5] Parijda. [2] Bu ko’proq intiluvchan va san’at, madaniyat va harakatdan ilhomlangan. Bu tabiatan nihoyatda eksklyuzivdir.
Iste’mol tovarlarini arzon narxlarda ommaviy ishlab chiqarishni ko’payishi va global miqyosda barqarorlik siyosatchilar, brendlar va iste’molchilar orasida dolzarb muammoga aylandi. [6]
Mundarija
- 1 Kiyim-kechak
- 2 Moda sanoati
- 3 Moda tendentsiyasi
- 3.1 Siyosiy ta’sirlar
- 3.2 Texnologiyalar ta’sir qiladi
- 3.3 Ijtimoiy ta’sir
- 3.4 Iqtisodiy ta’sir
- 3.4.1 Dumaloq iqtisodiyot
- 3.4.2 Xitoyning ichki xarajatlari
- 3.5.1 Bozor tadqiqotlari
- 3.5.2 Ramziy iste’mol
- 4.1 Moda sanoatidagi bahsli reklama
- 4.1.1 Moda reklamalaridagi irqchilik
- 4.1.2 Moda reklamalaridagi seksizm
- 9.1 Zamonaviy kun modasi
- 9.2 Dastlabki Amerika modasi
- 9.3 Moda yordamida harakatlar
- 9.3.1 Fuqarolik huquqlari harakati
- 9.3.2 Qora Panter partiyasi
- 9.4.1 Statistika
- 9.4.2 Tokenizm
- 9.4.3 Madaniy ajratish
Kiyim-kechak
Asosiy maqola: G’arb modasi tarixi
Ilk g’arbiy sayohatchilar, sayohat qilish Hindiston, Fors, Turkiya yoki Xitoy, ushbu mamlakatlarda modaning o’zgarishi yo’qligi haqida tez-tez aytib turishadi. Yaponlar shōgun ‘ s kotibi 1609 yilda ispaniyalik mehmon bilan maqtangan (to’liq aniq emas) Yapon kiyimlari ming yildan ko’proq vaqt davomida o’zgarmagan edi. [7] Biroq, unda juda katta dalillar mavjud Min Xitoy tez o’zgaruvchan modalar Xitoy kiyimlari. [8] Qadimgi Rimda va o’rta asrlarda sodir bo’lganidek, kostyumlar o’zgarishi ko’pincha iqtisodiy yoki ijtimoiy o’zgarish davrida yuz bergan Xalifalik, keyinchalik sezilarli o’zgarishlarsiz uzoq muddat. 8-asrda Moorish Ispaniya, musiqachi Ziryab bilan tanishtirildi Kordova [9] [ ishonchli manba ] [10] murakkab uning tug’ilgan joyi Bag’doddan mavsumiy va kundalik modalarga asoslangan, uning ilhomi bilan o’zgartirilgan kiyim-kechaklar. Modadagi o’xshash o’zgarishlar XI asrda O’rta Sharqda paydo bo’lganidan keyin sodir bo’lgan Turklar, Markaziy Osiyo va Uzoq Sharqdan kiyim uslublarini joriy etgan. [11]
Bundan tashqari, modaning uzoq tarixi bor G’arbiy Afrika. [12] Mato bilan savdo qilishda valyuta shakli sifatida ishlatilgan Portugal va Golland XVI asrdayoq. [12] Mahalliy ishlab chiqarilgan mato va Evropaning arzonroq importi G’arbiy Afrikaliklarning tobora ortib borayotgan elita sinfini va doimiy ravishda yashovchi oltin va qul savdogarlarini joylashtirish uchun yangi uslublarga yig’ildi. [12] Mato to’qishning juda kuchli urf-odati bor edi Oyo va yashaydigan joylar Igbo xalqi. [12]
Evropada kiyim-kechak turlarining doimiy va tobora tez o’zgarib borishi boshlanishi juda ishonchli tarixga aylanishi mumkin. Tarixchilar, shu jumladan Jeyms Laver va Fernand Braudel, kiyimdagi G’arb modasi boshlanishini o’rtalariga qadar belgilang 14-asr, [13] [14] garchi ular asosan zamonaviy tasvirlarga tayanishga moyil bo’lsa [15] va yoritilgan qo’lyozmalar XIV asrgacha keng tarqalgan emas edi. [16] Modaning eng dramatik erta o’zgarishi to’satdan keskin qisqartirilishi va erkaklar ustki kiyimining buzoq uzunligidan dumg’azasini zo’rg’a qoplashigacha bo’lganligi, [17] ba’zan uni kattaroq qilib ko’rsatish uchun ko’kragiga tiqma qo’shiladi. Bu shimlar va shimlar ustiga kiyib tikilgan ustki kiyimning o’ziga xos g’arbiy tasavvurini yaratdi.
Keyingi asrda o’zgarish tezligi ancha tezlashdi va ayollar va erkaklar modasi, ayniqsa sochlarni kiyintirish va bezashda bir xil darajada murakkablashdi. San’atshunoslar shuning uchun, ko’pincha besh yil ichida, ayniqsa XV asr tasvirlarida, zamonaviy va zamonaviy tasvirlarni aniq va aniq ishlatishi mumkin. Dastlab, modaning o’zgarishi Evropaning yuqori sinflari orasida ilgari juda o’xshash kiyinish uslubi va keyinchalik o’ziga xos milliy uslublarning rivojlanib borishi parchalanishiga olib keldi. XVII-XVIII asrlarda qarshi harakat yana shunga o’xshash uslublarni joriy qilganiga qadar, bu milliy uslublar juda boshqacha bo’lib qoldi, asosan kelib chiqishi Ancien Regim Frantsiya. [18] Odatda boylar modani boshqargan bo’lsa-da, tobora ko’payib borayotgan farovonlik erta zamonaviy Evropa ga olib keldi burjuaziya va hatto dehqonlar uzoqdagi tendentsiyalarni kuzatib borishmoqda, ammo elita uchun hali ham noqulaydirlar – bu Fernand Braudel o’zgaruvchan modaning asosiy motorlaridan biri deb hisoblaydi. [19]
Albrecht Dyurer chizilgan rasm qarama-qarshilik bilan chiqdi burjua dan Nürnberg (chapda) Venetsiyalik hamkasbi bilan. Venetsiyalik xonim baland pirzola uni balandroq qilib ko’rsatish.
Mari Antuanetta, Louis XVI ning rafiqasi, modaning etakchisi edi. Uning tanlovi, masalan, 1783 oq rang muslin deb nomlangan kiyim chemise a la Reine, juda ta’sirli va keng tarqalgan edi. [20]
XVI asrda milliy farqlar eng aniq ko’rinishda bo’lgan. XVI asrdagi nemis yoki italiyalik janoblarning o’nta portretida o’nta butunlay boshqacha shapka aks etishi mumkin. Albrecht Dyurer XV asrning oxirlarida Nürnberg va Venetsiya modalarining haqiqiy (yoki kompozitsion) kontrastidagi farqlarni tasvirlab berdi (rasm, o’ng). XVI asr oxiridagi “ispancha uslub” yuqori sinf evropaliklar o’rtasida sinxronizmga qaytishni boshladi va 17-asr o’rtalarida olib borilgan kurashdan so’ng frantsuzcha uslublar rahbarlikni qat’iyat bilan o’z zimmasiga oldi va bu jarayon 18-asrda yakunlandi. [21]
Yildan-yilga turli xil to’qimachilik ranglari va naqshlari o’zgarib tursa ham, [22] jentlmen paltosining kesimi va ko’ylagi uzunligi yoki xonimning kiyimi kesilgan naqsh sekinroq o’zgardi. Erkaklar modasi asosan harbiy modellardan olingan bo’lib, Evropadagi erkaklar siluetidagi o’zgarishlar Evropa urushi teatrlarida galvanizlangan bo’lib, u erda janob ofitserlar “Shtaynkirk” kabi turli uslublarda yozuvlar qilish imkoniyatiga ega edilar. kravat yoki bo’yinbog ‘.
XVI asrdan buyon Frantsiyadan kiyingan qo’g’irchoqlar tarqatilgan Ibrohim Bosse 1620-yillarda moda gravyuralarini yaratgan, o’zgarish tezligi 1780-yillarda ko’tarilib, so’nggi Parij uslublarini aks ettiruvchi frantsuz gravyuralari nashr etilgan. 1800 yilga kelib barcha G’arbiy Evropaliklar bir xil kiyinishgan (yoki o’zlarini shunday deb o’ylashgan); mahalliy xilma-xillik avval provinsiya madaniyatining belgisi, keyinchalik esa konservativ dehqonning nishoniga aylandi. [23]
Garchi tikuvchilar va tikuvchilar, shubhasiz, ko’plab yangiliklar uchun javobgar bo’lishgan va to’qimachilik sanoati haqiqatan ham ko’plab tendentsiyalarni boshqargan bo’lsa ham moda dizaynining tarixi odatda 1858 yildan ingliz tilida tug’ilgan kundan boshlab tushuniladi Charlz Frederik Uort birinchi haqiqiyligini ochdi yuqori kutyure Parijdagi uy. Haute uyi bu sanoat standartlariga javob beradigan moda uylari uchun hukumat tomonidan tashkil etilgan nom edi. Ushbu moda uylari kiyimlarni tayyorlash bilan shug’ullanadigan kamida yigirma xodimni ushlab turish, yiliga ikkita to’plamni moda ko’rgazmalarida namoyish etish va xaridorlarga ma’lum miqdordagi naqshlarni taqdim etish kabi standartlarga rioya qilishlari kerak. [24] O’shandan beri moda dizaynerining taniqli shaxs sifatida g’oyasi tobora ustun bo’lib kelmoqda. [25]
Modaning jihatlari ayollik yoki erkalik bo’lishi mumkin bo’lsa-da, ba’zi tendentsiyalar androgin. [26] Unisex kiyinish g’oyasi 1960-yillarda dizaynerlar paydo bo’lganida paydo bo’lgan Per Kardin va Rudi Gernreich erkak va urg’ochi ayollar uchun kiyinish uchun mo’ljallangan, masalan, cho’zilgan trikotaj tunikalar yoki taytalar. Uniseksning ta’siri modaning turli mavzularini, shu jumladan androginiya, ommaviy bozor chakana savdosi va kontseptual kiyimlarni qamrab olish uchun yanada kengayadi. [27] 70-yillardagi moda tendentsiyalari, masalan, qo’y terisidan kurtkalar, uchish kurtkalari, dafel paltolar va tuzilmagan kiyimlar, erkaklarga smokin ko’ylagi bo’lmagan ijtimoiy tadbirlarda qatnashishga va yangi usullar bilan kirishga ta’sir ko’rsatdi. Ba’zi erkaklar uslublari konservativ tendentsiyaga, gey huquqlarini himoya qilish harakati tobora kuchayib borayotganiga va yoshlarga bo’lgan e’tiborga ega bo’lib, ilgari ayollar kiyimi bilan bog’liq bo’lgan jun krepi kabi matolarni ishlatishda yangi erkinlik yaratishga imkon berdi. erkaklar kiyimlarini yaratishda dizaynerlar tomonidan. [28]
Muqovasi Markus Klarks bahor va yoz katalogi 1926–27
To’rt asosiy oqim moda poytaxtlari Parij, Milan, Nyu-York va London deb tan olindi, ular eng muhim moda kompaniyalarining bosh qarorgohi va global modaga katta ta’sir ko’rsatishi bilan mashhur. Moda haftaliklari dizaynerlar yangi kiyim kollektsiyalarini tomoshabinlarga namoyish etadigan ushbu shaharlarda o’tkaziladi. Kabi yirik dizaynerlarning izchilligi Koko Chanel va Iv Sen-Loran Parijni qolgan dunyo tomosha qiladigan markaz sifatida saqlamoqda yuqori kutyure endi sotish orqali subsidiyalanadi tayyor kiyim bir xil markadan foydalangan holda kollektsiyalar va parfyumeriya.
G’arbliklar kiygan tasodifiy kiyim-kechak, 21-asr.
Zamonaviy G’arbliklar kiyimlarini tanlashda juda ko’p tanlov mavjud. Inson kiyishni tanlaganligi uning shaxsiyati yoki qiziqishini aks ettirishi mumkin. Qachon yuqori madaniyatga ega odamlar holat yangi yoki boshqa kiyimlarni kiyishni boshlang, moda tendentsiyasi boshlanishi mumkin. Bu odamlarni yoqtiradigan yoki hurmat qiladigan odamlar ularning uslubi ta’sirida bo’lib, xuddi shunday uslubdagi kiyimlarni kiyishni boshlaydilar. Modalar jamiyatda yoshiga, ijtimoiy sinfiga, avlodiga, kasbiga va geografiyasiga qarab ancha farq qilishi mumkin va vaqt o’tishi bilan ham o’zgarishi mumkin. Agar keksa odam yoshlar ishlatadigan modaga muvofiq kiyinsa, u ham yosh, ham katta yoshdagilarning nazdida kulgili ko’rinishi mumkin. Shartlar fashionista va moda qurboni hozirgi modalarga qullik bilan ergashadigan kishiga murojaat qiling.
Turli xil modalar sporti tizimini moda grammatikasi yordamida turli xil moda bayonlarini o’z ichiga olgan moda tili deb hisoblash mumkin. (Ning ba’zi ishlarini solishtiring Roland Barthes.)
So’nggi yillarda Osiyo modasi mahalliy va jahon bozorlarida tobora muhim ahamiyat kasb etmoqda. Xitoy, Yaponiya, Hindiston va Pokiston kabi mamlakatlarda an’anaviy ravishda yirik to’qimachilik sanoati mavjud bo’lib, ular ko’pincha G’arb dizaynerlari tomonidan jalb qilingan, ammo hozirda Osiyo kiyimlari uslublari ham o’zlarining g’oyalari asosida ta’sir o’tkazmoqda. [29]
Moda sanoati
Erkak va ayol moda modellari uchish-qo’nish yo’lagi, Los-Anjeles moda haftaligi, 2008
Shuningdek qarang: Kiyim sanoati, Moda dizayni va Moda namoyishiJahon moda sanoati tushunchasi zamonaviy zamon mahsulidir. [30] 19-asrning o’rtalariga qadar kiyimlarning aksariyati edi Buyurtma asosida tayyorlangan. Uyda ishlab chiqarish yoki tikuvchilik va tikuvchilik buyurtmasi bo’yicha shaxslar uchun qo’lda tayyorlangan. 20-asrning boshlarida – kabi yangi texnologiyalar paydo bo’lishi bilan Tikuv mashinasi, global kapitalizmning avj olishi va fabrika ishlab chiqarish tizimining rivojlanishi va universal do’konlar singari chakana savdo do’konlarining ko’payishi tobora ko’proq paydo bo’ldi ommaviy ishlab chiqarilgan standart o’lchamlarda va belgilangan narxlarda sotiladi.
Moda sanoati birinchi bo’lib Evropa va Amerikada rivojlangan bo’lsa-da, 2017 yilga kelib [yangilash] , bu xalqaro va juda globallashgan sanoatdir, kiyim-kechak ko’pincha bir mamlakatda ishlab chiqilgan, boshqa mamlakatda ishlab chiqarilgan va butun dunyoga sotilgan. Masalan, amerikalik moda kompaniyasi Xitoydan matolarni etkazib berishi va Vetnamda ishlab chiqarilgan kiyimlarini Italiyada tugatishi va AQShdagi omborxonaga xalqaro savdo do’konlariga tarqatish uchun yuborishi mumkin. Moda sanoati azaldan Qo’shma Shtatlardagi eng yirik ish beruvchilardan biri bo’lib kelgan, [30] va XXI asrda ham shunday bo’lib qolmoqda. Biroq, AQShda ish bilan bandlik sezilarli darajada kamaydi, chunki ishlab chiqarish tobora chet elga, ayniqsa, Xitoyga ko’chib bordi. Moda sanoati to’g’risidagi ma’lumotlar odatda milliy iqtisodiyotlar uchun hisobot berilganligi va sanoatning ko’plab alohida tarmoqlari nuqtai nazaridan ifodalanganligi sababli, dunyo uchun umumiy ko’rsatkichlar to’qimachilik mahsulotlari ishlab chiqarish va kiyim-kechak olish qiyin. Biroq, har qanday o’lchov bilan, kiyim-kechak sanoati jahon iqtisodiy mahsulotining muhim ulushiga to’g’ri keladi. [31] Moda sanoati to’rt darajadan iborat:
- Xom ashyo, asosan tolalar va to’qimachilik, shuningdek charm va mo’yna ishlab chiqarish.
- Dizaynerlar, ishlab chiqaruvchilar, pudratchilar va boshqalar tomonidan moda mahsulotlarini ishlab chiqarish.
- Chakana savdo.
- Reklama va targ’ibotning turli shakllari.
Ushbu darajalar ko’plab alohida, lekin o’zaro bog’liq sektorlardan iborat. Ushbu tarmoqlar to’qimachilik dizayni va ishlab chiqarish, modani loyihalash va ishlab chiqarish, moda chakana savdosi, marketing va savdo-sotiq, Moda namoyishlari va Media va marketing. Har bir soha iste’molchilarning kiyim-kechakka bo’lgan talabini sanoat ishtirokchilariga foyda bilan ishlashga imkon beradigan sharoitlarda qondirish maqsadiga bag’ishlangan. [30]
Moda tendentsiyasi
Asosiy maqolalar: Moda tendentsiyasi va 2010 yillar modasi
Kino, taniqli shaxslar, iqlim, ijodiy izlanishlar, yangiliklar, dizayn, siyosiy, iqtisodiy, ijtimoiy va texnologik kabi bir qancha omillar ta’sirida bo’lgan moda tendentsiyalari. Ushbu omillarni o’rganish a deb nomlanadi Zararkunandalarni tahlil qilish. Moda prognozchilari ushbu ma’lumotdan ma’lum bir tendentsiyaning o’sishi yoki pasayishini aniqlashga yordam berishlari mumkin. Bu zamonaviy dunyoda moda arenasi va turmush tarzi haqida ko’proq bilishga yordam beradi.
Siyosiy ta’sirlar
Modaning rivojlanishida siyosat markaziy rol o’ynadi. Masalan, birinchi xonim Jaklin Kennedi rasmiy kiyinish tendentsiyasini boshqargan 1960-yillarning boshlarida moda ikonasi edi. Chanel kostyumini, “Givenchy” konstruktiv ko’ylakini yoki katta tugmachali yumshoq rangdagi “Kassini” paltosini kiyib, u nafis qiyofasini yaratdi va nozik trendga olib keldi. [32]
Bundan tashqari, siyosiy inqilob moda tendentsiyasiga katta ta’sir ko’rsatdi. Masalan, 1960-yillar davomida iqtisodiyot boyib ketdi, ajralishlar ko’paymoqda va hukumat tasdiqladi tug’ilishni nazorat qilish tabletkasi. Ushbu inqilob yosh avlodni isyonga ilhomlantirdi. 1964 yilda oyoqli mini yubka 1960 yillarning muhim trendiga aylandi. Moda dizaynerlari kiyim-kechak, keng yengsiz, mikro-minislar, alangali yubkalar va karnay-surnay yenglari bilan tajriba qilishni boshlaganligini hisobga olsak. Bunday holda mini yubka tendentsiyasi 1960 yillarning belgisiga aylandi.
Bundan tashqari, siyosiy harakat moda tendentsiyalari bilan ta’sirchan munosabatlarni o’rnatdi. Masalan, Vetnam urushi paytida Amerika yoshlari butun mamlakatni qamrab olgan harakatni amalga oshirdilar. O’tgan asrning 60-yillarida moda tendentsiyasi lyuminestsent ranglar, bosma naqshlar, qo’ng’iroqli jinsi shimlar, sochilgan yeleklar va yubkalar bilan to’lib-toshgan edi. Ushbu tendentsiya Hippi deb nomlangan va u hozirgi moda tendentsiyasiga ta’sir ko’rsatmoqda. [33]
Texnologiyalar ta’sir qiladi
Texnologiyalar bugungi jamiyatning aksariyat jihatlarida muhim rol o’ynaydi. Texnologik ta’sir moda sanoatida tobora oshib bormoqda. Rivojlanishlar va yangi o’zgarishlar hozirgi va kelajakdagi tendentsiyalarni shakllantiradi va yaratadi.
Kabi ishlanmalar kiyiladigan texnologiya modaning muhim tendentsiyasiga aylandi. Ular qurilmalarni quvvat oladigan va quyosh batareyalari bilan qurilgan kiyim kabi yutuqlarni davom ettiradi aqlli matolar atrof-muhit o’zgarishi asosida rang yoki to’qimalarni o’zgartirish orqali foydalanuvchi qulayligini oshiradi. [34]
Moda sanoati buni qanday ko’rmoqda 3D bosib chiqarish texnologiyasi kabi dizaynerlarga ta’sir ko’rsatdi Iris van Herpen va Kimberli Ovits. Ushbu dizaynerlar katta tajribalar va 3D bosma kutyure asarlarini ishlab chiqishmoqda. Texnologiya o’sib borishi bilan 3D-printerlar dizaynerlar va oxir-oqibat iste’molchilar uchun yanada qulayroq bo’ladi, bu esa moda sanoatini butunlay shakllantirishi mumkin.
Internet-chakana savdo tarmoqlari va ijtimoiy media platformalari kabi Internet texnologiyalari darhol tendentsiyalarni aniqlash, sotish va sotish uchun yo’l ochib berdi. [35] Trendlarni belgilovchilarni jalb qilish uchun uslublar va tendentsiyalar Internet orqali osongina uzatiladi. Instagram yoki Facebook-dagi xabarlar tezda modaning yangi tendentsiyalari to’g’risida xabardorlikni oshirishi mumkin, bu keyinchalik ma’lum mahsulotlar yoki brendlarga yuqori talabni keltirib chiqarishi mumkin, [36] yangi “hozir sotib olish tugmasi” texnologiyasi ushbu uslublarni to’g’ridan-to’g’ri sotuvlar bilan bog’lashi mumkin.
Mashinani ko’rish modalar jamiyat orqali qanday tarqalishini kuzatish uchun texnologiya ishlab chiqilgan. Sanoat endi moda namoyishlari ko’cha-ko’ylak kiyimlariga qanday ta’sir qilishiga oid to’g’ridan-to’g’ri bog’liqlikni ko’rishi mumkin. Effektlar endi miqdoriy jihatdan aniqlanishi mumkin va moda uylari, dizaynerlar va iste’molchilarga tendentsiyalar to’g’risida qimmatli mulohazalar beradi. [37]
Harbiy texnologiyalar moda sanoatida muhim rol o’ynadi. Kiyimdagi kamuflyaj naqshlari harbiy xizmatchilarning dushman kuchlari oldida kam ko’rinishiga yordam berish uchun ishlab chiqilgan. 1960-yillarda bu tendentsiya paydo bo’ldi va kamuflyaj mato ko’cha kiyimlariga kiritildi. Kamuflyaj mato tendentsiyasi g’oyib bo’ldi va o’sha paytdan beri bir necha marta tiklandi. 1990-yillarda kamuflyaj yuqori moda ko’rinishida paydo bo’la boshladi. [38] Valentino, Dior va Dolce & Gabbana kabi dizaynerlar kamuflyajni o’zlarining uchish-qo’nish yo’lagi va tayyor to’plamlarida birlashtirdilar.
Ijtimoiy ta’sir
Kabi mashhurlar Britni Spirs kiyinish tushunchasini ommalashtirdilar tashqi kiyim sifatida ichki kiyim.
Moda atrof-muhitning ijtimoiy va madaniy sharoitlari bilan bog’liq. Matikaning so’zlariga ko’ra, [39] “Ommaviy madaniyat elementlari, agar odamning tendentsiyasi musiqa janrini afzal ko’rish bilan bog’liq bo’lsa, qo’shilib ketadi . musiqa, yangiliklar yoki adabiyot singari moda kundalik hayotga singib ketgan.” Moda nafaqat sof estetik qadriyatlar sifatida qaraladi; moda shuningdek, ijrochilar uchun umumiy muhit yaratishi va o’zlarining fikrlarini videoklip orqali umuman ifoda etadigan vosita. Beylosening so’nggi “Formation” musiqiy klipi, Karlosning so’zlariga ko’ra, [40] “Pop yulduzi o’zining Kreol ildiziga hurmat bajo keltiradi . Luiziana madaniy asab markazining tugatilishidan keyingi to hozirgi kungacha bo’lgan davrini izlab, Beyonce shaharning jonli uslubi va uning notinch tarixini birdaniga kataloglaydi. Qizil-oq rangli Gucci kiyimli va jangovar botinka kiygan Yangi Orlean politsiyasi mashinasida u Katrina bo’roni xarobalari orasida o’tirib, o’zini zudlik bilan politsiya shafqatsizligi va zamonaviy munosabatlardagi irqiy munosabatlarga bag’ishlangan milliy munozaraga qo’shib qo’ydi. “
Uchish-qo’nish yo’lagi shousi – bu moda tendentsiyalari va dizaynerning fikrlari aksidir. Vivienne Uestvud kabi dizaynerlar uchun uchish-qo’nish yo’lagi shoulari uning siyosat va hozirgi voqealar haqidagi ovozi uchun maydonchadir. Uning so’zlariga ko’ra AW15 erkaklar kiyimlari namoyishi, [41] “bu erda yuzlari qattiq ko’kargan modellar sayyorani qutqarish uchun ekologik jangchilarni yo’naltirdilar.” Yana bir yaqin misol – Chanelning SS15 shousi uchun uyushtirilgan feministik norozilik namoyishi, “feministik, ammo ayollik” va “birinchi navbatda xonimlar” kabi belgilar bilan kuch-qudrat so’zlarini baqirgan tartibsiz modellar. Suvga ko’ra, [41] “Shou Chanelning uzoq yillar davomida ayollarning mustaqilligini himoya qilish tarixiga e’tibor qaratdi: asoschisi Coco Chanel Ikkinchi Jahon Urushidan keyingi davrda ayol tanasini ozod qilish uchun yo’l qo’yib, cheklovchi korsetlarga qarshi foydalanganda siluetlarni taqdim etdi.”
Iqtisodiy ta’sir
Dumaloq iqtisodiyot
Ekologik xabardorlikni oshirish bilan “Hozir sarflang, keyinroq o’ylang” degan iqtisodiy talab tobora sinchkovlik bilan o’rganilmoqda. [42] Bugungi iste’molchi iste’molga nisbatan etarlicha va yaxshiroq, bardoshli variantlarni qidirib, ko’proq ehtiyotkorlik bilan harakat qilmoqda. Odamlar o’zlarining kundalik iste’mollari atrof-muhit va jamiyatga qanday ta’sir ko’rsatayotganini yanada ko’proq anglashdi va bu tashabbuslar ko’pincha harakatga o’tish sifatida tavsiflanadi barqaror moda Ammo, tanqidchilar o’sishga asoslangan dumaloq iqtisodiyotni utopik emas, balki oksimoron yoki iste’molning o’sib boruvchi spirali deb ta’kidlaydilar. beshikdan beshikka dumaloq eritma.
Bugungi chiziqli iqtisodiy tizimda ishlab chiqaruvchilar tez orada poligonlarda tashlanadigan mahsulotlarni ishlab chiqarish uchun erdan resurslarni qazib olishadi, aksincha dumaloq moddiy mahsulot ishlab chiqarish tabiatdagi tizimlar kabi ishlaydi, bu erda moddaning chiqindilari va nobud bo’lishi yangi narsa uchun oziq va o’sish manbai bo’ladi. Gollandiyada joylashgan MUD Jeans kabi kompaniyalar jinsi lizing sxemasidan foydalanadilar. MUD veb-saytida yozilishicha, ushbu Gollandiyalik kompaniya “egalik qilish o’rniga ishlatishga qaratilgan yangi iste’mol falsafasini namoyish etadi”. Kontseptsiya, shuningdek, kompaniyani paxta narxining o’zgaruvchanligidan himoya qiladi. Iste’molchilar bir jinsi shim uchun oyiga 7,50 evro to’laydilar; bir yildan so’ng, ular jinsini loyga qaytarishlari, yangi juftlik bilan almashtirishlari va yana bir yillik ijarani boshlashlari yoki saqlashlari mumkin. LUD, ijara muddati davomida har qanday ta’mirlash uchun javobgardir. [42] Boshqa axloqiy moda kompaniyasi, Patagoniya ikkinchi qo’l sotishni engillashtirish maqsadida EBay-da birinchi ko’p sotuvchili savdo do’konini tashkil etish; Umumiy iplar garovini olgan iste’molchilar ushbu do’konda sotishlari mumkin va ularning jihozlari Patagonia.com saytining “Ishlatilgan buyumlar” bo’limida ko’rsatilgan. [42]
Xitoyning ichki xarajatlari
Xitoyda yalpi ichki mahsulot ulushi sifatida iste’mol 1952 yildagi 76 foizdan 2011 yilda 28 foizgacha oltmish yil davomida pasayib ketdi. Xitoy kamaytirishni rejalashtirmoqda tariflar ichki iste’molni rag’batlantirish maqsadida bir qator iste’mol tovarlari bo’yicha va 72 soatlik tranzit viza rejasini ko’plab shaharlarga kengaytiring. [43]
Import soliqlarini pasaytirish to’g’risidagi e’lon 2015 yil iyun oyida hukumat kiyim-kechak, kosmetika mahsulotlari va boshqa har xil tovarlarga bojlarni ikki baravarga pasaytirganidan keyin sodir bo’ldi. O’zgarishlar qatorida – chet elda xaridorlar uchun soliqni qaytarish osonlashdi va 72 soatlik viza sxemasiga kiradigan shaharlarda bojsiz do’konlarning tezlashtirilgan ochilishi. 72 soatlik viza 2013 yil yanvar oyida Pekin va Shanxayda joriy qilingan va Xitoyning 18 ta shaharlarigacha uzaytirilgan. [43]
Bir vaqtning o’zida xabarlarga ko’ra, Yaponiya kabi boshqa mamlakatlarda Xitoy iste’molchilarining xarajatlari iyena tushganiga qaramay sekinlashdi. [44] Keyingi 5 yil ichida ichki moda bozorida o’sish tendentsiyasi aniq.
Xitoy moda chakana savdosi uchun qiziqarli bozor, chunki xitoylik xaridorlarning moda buyumlarini xarid qilish motivatsiyasi G’arb tomoshabinlariga xosdir. [45] Demografiya xarid qilish motivatsiyasi bilan cheklangan aloqaga ega, kasb, daromad va ta’lim darajasi hech qanday ta’sir ko’rsatmaydi; G’arbiy mamlakatlardan farqli o’laroq. Xitoylik katta ko’cha xaridorlari sarguzasht va ijtimoiy xaridlarni afzal ko’rishadi, onlayn xaridorlar esa g’oyalarni xarid qilish bilan shug’ullanishadi. Yana bir farq shundaki, mamnuniyat va g’oyaviy xaridlar moda buyumlariga oyiga ¥ 1dan ko’proq sarflashga va qimmatbaho xaridlar ta’sirida doimiy xarajatlarga qanday ta’sir qiladi.
Marketing
Ayol modellari korporativ ofis kiyimlari.
Bozor tadqiqotlari
Turli guruhlarning iste’molchilari har xil ehtiyoj va talablarga ega. Iste’molchilarning ehtiyojlarini o’ylashda e’tiborga olinadigan omillar asosiy demografik ko’rsatkichlarni o’z ichiga oladi. [46] Iste’molchilarning ehtiyojlarini tushunish va moda tendentsiyalarini bashorat qilish uchun moda kompaniyalari qilishlari kerak bozorni o’rganish [47] Ikkita tadqiqot usuli mavjud: birlamchi va ikkilamchi. [48] Ikkilamchi usullar allaqachon to’plangan boshqa ma’lumotlarni olish, masalan, tadqiqot uchun kitob yoki maqoladan foydalanish. Boshlang’ich tadqiqotlar – so’rovlar, suhbatlar, kuzatuvlar va / yoki fokus-guruhlar orqali ma’lumotlarni yig’ish. Birlamchi tadqiqotlar ko’pincha xaridorning xarid qilish motivlarini aniqlash uchun katta namunaviy o’lchamlarga qaratilgan. [45] Birlamchi tadqiqotlarning afzalliklari moda brendi iste’molchisi to’g’risida aniq ma’lumot olishdir. So’rovnomalar foydali vositalar; savollar ochiq yoki yopiq bo’lishi mumkin. Mavjud salbiy omillar bo’yicha o’tkazilgan so’rovnomalar va so’rovlar, so’rovdagi so’zlar yoki yuzma-yuz muloqotlar tufayli javoblar xolis bo’lishi mumkin. Fokus-guruhlar, taxminan 8 dan 12 kishigacha foydali bo’lishi mumkin, chunki bir nechta fikrlarni chuqur ko’rib chiqish mumkin. Ammo, bu taktikada ham kamchiliklar mavjud. Bunday kichik miqdordagi namuna bilan keng jamoatchilik fokus-guruhga o’xshash munosabatda bo’lishini bilish qiyin. [48] Kuzatish, albatta, kompaniyaga iste’molchining chinakam istagan narsalari to’g’risida tushuncha berishga yordam beradi. Ikkala tarafkashlik kamroq, chunki iste’molchilar o’zlarining kundalik vazifalarini bajaradilar, albatta, ular kuzatilayotganligini anglamaydilar. Masalan, odamlarning ko’cha uslubidagi fotosuratlarini olish orqali jamoatchilikni kuzatish, iste’molchi ertalab ularning fotosurati albatta olinishini bilgan holda kiyinmagan. Ular odatdagidek kiyadigan narsalarni kiyishadi. Kuzatuv naqshlarini ko’rish mumkin, bu tendentsiya prognozchilariga maqsadli bozor ehtiyojlari va ehtiyojlarini bilishga yordam beradi. Iste’molchilarning ehtiyojlarini bilish moda kompaniyalari savdosi va daromadlarini oshiradi. Iste’molchilarning hayotini o’rganish va o’rganish orqali mijozning ehtiyojlarini olish va moda brendlariga iste’molchilarning qaysi tendentsiyalarga tayyorligini bilishga yordam berish mumkin.
Ramziy iste’mol
Iste’mol nafaqat ehtiyoj bilan bog’liq, balki iste’molchilar uchun ramziy ma’no ham omil hisoblanadi. Ramziy iste’mol bilan shug’ullanadigan iste’molchilar uzoq vaqt davomida o’zlik tuyg’usini rivojlantirishi mumkin, chunki turli xil narsalar o’zlarining shaxsini aniqlash jarayonining bir qismi sifatida to’planadi va ramziy ma’no ijtimoiy guruhda taqsimlanganda, o’z shaxsiyatini boshqalarga etkazish uchun. . O’smirlar uchun iste’mol bolaning o’zini kattalardan farqlashida muhim rol o’ynaydi. Tadqiqotchilar o’spirinlarning moda tanlovi o’zini namoyon qilish uchun va shu kabi kiyim kiygan boshqa o’spirinlarni tan olish uchun ishlatilishini aniqladilar. Kiyim-kechak buyumlarining ramziy assotsiatsiyasi odamlarning shaxsiyati va qiziqishlarini, musiqa moda qarorlariga ta’sir qiluvchi muhim omil sifatida bog’lashi mumkin. [49]
CSHEON moda sumkalari Robinsons Kuala Lumpur (Malayziya) universal do’konida namoyish etiladi
OAV
Lotin raqqosalari ularning ichida kostyumlar. Ayol kiyib olgan belsiz kiyim pastki qismida chuqur yoriqlar bilan, erkak ustki tugmachalari ochiq ko’ylakda.
Moda haqida gap ketganda ommaviy axborot vositalari muhim rol o’ynaydi. Masalan, modaning muhim qismi moda jurnalistikasi. Tahririyat tanqidlari, ko’rsatmalari va sharhlarini televizorda va jurnallarda, gazetalarda, moda veb-saytlarida, ijtimoiy tarmoqlarda va moda bloglari. So’nggi yillarda moda bloglari va YouTube videolari veb-sayt yoki Instagram akkauntida o’z uslubini baham ko’rishning onlayn madaniyatini yaratib, trendlar va moda bo’yicha tavsiyalarni tarqatishning asosiy vositasiga aylandi. Ushbu ommaviy axborot vositalari orqali butun dunyodagi o’quvchilar va tomoshabinlar moda haqida ma’lumot olishlari va uni juda qulay qilishlari mumkin. [50] Moda jurnalistikasidan tashqari, moda sanoatida muhim bo’lgan yana bir media platforma – bu reklama. Reklama reklama auditoriyaga ma’lumot beradi va mahsulot va xizmatlarning sotilishini rag’batlantiradi. Moda sanoati iste’molchilarni jalb qilish va o’z mahsulotlarini sotish uchun reklama qilish uchun reklama vositalaridan foydalanadi. Bir necha o’n yillar ilgari texnologiya hali rivojlanmagan paytda, reklama asosan radio, jurnal, reklama taxtasi va gazetalarga tayanar edi. [51] Bugungi kunda reklamalarda televizion reklamalar, Internet-saytlardan foydalangan holda onlayn reklama va ijtimoiy media platformalaridagi postlar, videolar va jonli efir kabi turli xil usullar mavjud. 20-asrning boshlarida moda jurnallarida turli xil moda dizaynlarining fotosuratlari joylashtirila boshlandi va o’tmishdagidan ham ta’sirli bo’ldi. [52] Dunyo bo’ylab shaharlarda ushbu jurnallar juda ko’p qidirilgan va jamoat kiyimidagi didga katta ta’sir ko’rsatgan. Iste’dodli rassomlar moda va go’zallikdagi so’nggi o’zgarishlarni o’z ichiga olgan nashrlar uchun ajoyib moda plitalarini chizishdi. Ehtimol, ushbu jurnallarning eng mashhuri shu edi La Gazette du Bon Ton 1912 yilda Lucien Vogel tomonidan tashkil etilgan va muntazam ravishda 1925 yilgacha nashr etilgan (urush yillari bundan mustasno). [53]
A ko’rish orqali yuqori bilan birga kiyiladi pasties a da model tomonidan moda namoyishi AQShda, 2017. Bunday moda tendentsiyalari ommaviy axborot vositalari orqali ommalashtirish.
Moda, 1892 yilda Qo’shma Shtatlarda tashkil etilgan bo’lib, kelgan va ketgan yuzlab moda jurnallari orasida eng uzoq muddatli va eng muvaffaqiyatli bo’lgan. Keyinchalik boylikni oshirish Ikkinchi jahon urushi va, eng muhimi, 1960-yillarda arzon rangli bosmaxonaning paydo bo’lishi, uning savdosida katta o’sishga olib keldi va asosiy ayol jurnallarida modani keng qamrab oldi, keyin 1990-yillarda erkaklar jurnallari. Bunday misollardan biri Vogue ‘mashhurligi yosh versiyasi, Teen Vogue kiyim-kechak va “moda byudjeti” ga ko’proq yo’naltirilgan tendentsiyalarni qamrab oladi. Yuqori kutyure dizaynerlar trendni boshlash orqali kuzatdilar tayyor kiyim va parfyumeriya liniyalari, ular jurnallarda katta reklama qilinadi va hozirgi kunda ularning kutyure biznesida mitti. Yaqinda moda bosma ommaviy axborot vositalarida moda akademiyalari va sanoat o’rtasida dialog yaratish orqali modaning yuzaki emasligini isbotlashga qaratilgan matnli va tanqidiy jurnallarning paydo bo’lishi. Ushbu tendentsiyaga misollar: Moda nazariyasi (1997) va Vestoj (2009). Televizion qamrov 1950-yillarda kichik moda xususiyatlari bilan boshlandi. 1960-70-yillarda turli ko’ngilochar ko’rgazmalarda moda segmentlari tez-tez uchraydi va 1980-yillarga kelib bag’ishlangan moda namoyishlari. Moda televideniesi paydo bo’la boshladi. FashionTV ushbu ishda kashshof bo’lgan va shu vaqtdan boshlab moda televideniesi va yangi media kanallarida etakchiga aylandi. Modalar sanoati o’z uslublarini Bloggerlar orqali ijtimoiy tarmoqlarda targ’ib qilishni boshlaydi. Vogue, ommabop bo’lib ketgan Fashion Blog orqali izdoshlari ko’paygani sababli Chiara Ferragni-ni “hozirgi blogger” sifatida ko’rsatdi. [54] Nyu-York shahridagi 2010 yilgi kuzgi moda haftaligidan bir necha kun o’tib, Yangi orolliklar ‘s Moda muharriri, Genevieve Tax, moda sanoatini o’zining mavsumiy jadvalida, asosan real iste’molchilar hisobiga ishlashini tanqid qildi. “Dizaynerlar bahorda kuzgi to’plamlarini va kuzda bahor kollektsiyalarini chiqarganligi sababli, masalan, moda jurnallari Moda har doim va faqat yaqinlashib kelayotgan mavsumni kutmoqdamiz, parklarni targ’ib qilish yanvarda qisqa shimlarga sharhlar berish paytida sentyabrga to’g’ri keladi “, deb yozadi u.” Diqqat bilan xaridorlar, shuning uchun ularni sotib olish bilan o’ta, ehtimol amaliy emas, uzoqni ko’ra bilishgan “. [55] Moda sanoati ko’plab filmlar va televizion shoular, shu jumladan realiti-shou mavzusiga aylandi Loyiha uchish-qo’nish yo’lagi va drama turkumlari Yomon Betti. O’ziga xos moda brendlari nafaqat filmlarda namoyish etilgan mahsulotni joylashtirish imkoniyatlar, ammo keyinchalik moda tendentsiyalariga olib keladigan buyurtma qilingan narsalar kabi. [56] Umuman videolar moda sanoatini targ’ib qilishda juda foydali bo’ldi. Bu nafaqat moda sanoatining bevosita diqqat markazida bo’lgan televizion ko’rsatuvlardan, balki moda namoyishini namoyish etadigan, shuningdek mahsulotni joylashtirish orqali ma’lum brendlarni reklama qiladigan filmlar, voqealar va musiqiy videofilmlardan ham ko’rinib turibdi.
Moda sanoatidagi bahsli reklama
Moda reklamalaridagi irqchilik
Irqchilikda ayblangan va xaridorlarning boykotlariga sabab bo’lgan moda reklamalari mavjud. Dunyo bo’ylab tanilgan Shvetsiya moda markasi H&M bu muammoga 2018 yilda bolalar kiyimlarini reklama qilishda duch kelgan. E’londa qora tanli bola, markazda “o’rmonda eng zo’r maymun” deb yozilgan shlyuzli qalpoq kiygan. U chiqarilgandan so’ng, darhol ziddiyatli bo’lib, hatto boykotga olib keldi. Ijtimoiy tarmoqlarda H&Mga bo’lgan noroziliklari va uning mahsulotlari bilan ishlash va sotib olishdan bosh tortganliklari haqida ko’plab odamlar, shu jumladan taniqli shaxslar. H&M, “kimdirdan xafa bo’lgan bo’lishi mumkin, biz kechirim so’raymiz” degan bayonot bilan chiqdi, bu ba’zilar uchun samimiy bo’lmagan tuyuldi. [57] Irqchilikka oid yana bir moda reklamasi GAP – Amerikaning dunyo bo’ylab kiyim-kechak brendi. GAP reklama uchun Ellen DeGeneres bilan 2016 yilda hamkorlik qilgan. Unda baland bo’yli oq qiz qo’lini qisqaroq qora qizning boshiga suyanadigan, o’ynoqi, to’rtta yosh qiz tasvirlangan. Ushbu reklama chiqarilgandan so’ng, ba’zi tomoshabinlar passiv irqchilik asosida yotganini qattiq tanqid qilishdi. The Root, qora madaniyat jurnali vakili bu e’longa izoh berib, u qora tanlilarning qadr-qimmati pastligi va oq tanlilarga yaxshiroq ko’rinishlari uchun rekvizit kabi ko’rinishi haqidagi xabarni aks ettiradi. [58] Ushbu masala bo’yicha turli xil qarashlar mavjud edi, ba’zilari odamlar juda sezgir, deyishadi, ba’zilari esa xafa bo’lishadi. Turli qarashlar va fikrlardan qat’i nazar, GAP reklamani turli xil imidjga almashtirdi va tanqidchilardan uzr so’radi. [59]
Moda reklamalaridagi seksizm
Ko’pgina moda brendlari mijozlarni e’tiborini jalb qilish uchun juda provokatsion va shahvoniy bo’lgan e’lonlarni e’lon qilishdi. Britaniyaning yuqori moda brendi Jimmi Choo o’z reklamasida jinsiy aloqa bilan shug’ullanganlikda ayblandi, unda brendning etiklarini kiygan ayol ingliz uslubi namoyish etildi. Ikki daqiqalik ushbu reklamada erkaklar ko’chada qizil, yengsiz mini libosda yurib, modelni hushtak chalishadi. This ad gained much backlash and criticism by the viewers since sexual harassment and misconduct were a huge issue during this time and even till now. Many people showed their dismay through social media posts, leading Jimmy Choo to pull down the ad from social media platforms. [60] French luxury fashion brand Yves Saint Laurent also faced this issue with its print ad shown in Paris in 2017. A female model is wearing a fishnet tights with roller-skate stilettos, almost lying down with her legs opened in front of the camera. This advertisement brought harsh comments from the viewers and French advertising organization directors for going against the advertising codes related to “respect for decency, dignity and those prohibiting submission, violence or dependence, as well as the use of stereotypes.” They even said that this ad is causing “mental harm to adolescents.” [61] Lot of sarcastic comments were made in social media about the ad and the poster was removed from the city.
Public relations and social media
A Mexican sports reporter wearing kichkina qora ko’ylak and knee-high boots
Moda jamoat bilan aloqa involves being in touch with a company’s audiences and creating strong relationships with them, reaching out to media and initiating messages that project positive images of the company. [62] Social media plays an important role in modern-day fashion public relations; enabling practitioners to reach a wide range of consumers through various platforms. [63] Building brand awareness and credibility is a key implication of good public relations. In some cases, great hype is built about new designers’ collections before they are released into the market, due to the immense exposure generated by practitioners. [64] Social media, such as blogs, micro blogs, podcasts, photo and video sharing sites have all become increasingly important to fashion public relations. [65] The interactive nature of these platforms allows practitioners to engage and communicate with the public in real-time, and tailor their clients’ brand or campaign messages to the target audience. With blogging platforms such as Instagram, Tumblr, WordPress, and other sharing sites, bloggers have emerged as expert fashion commentators, shaping brands and having a great impact on what is ‘on trend’. [66] Women in the fashion public relations industry such as Sweaty Betty PR founder Roksi Jakenko and Oscar de la Renta’s PR girl Erika Bearman, have acquired copious followers on their social media sites, by providing a brand identity and a behind the scenes look into the companies they work for. Social media is changing the way practitioners deliver messages, [17] as they are concerned with the media, and also customer relationship building. [67] PR practitioners must provide effective communication among all platforms, in order to engage the fashion public in an industry socially connected via online shopping. [68] Consumers have the ability to share their purchases on their personal social media pages (such as Facebook, Twitter, Instagram, etc.), and if practitioners deliver the brand message effectively and meet the needs of its public, word-of-mouth publicity will be generated and potentially provide a wide reach for the designer and their products.
Anthropological perspective
Antropologiya, the study of culture and of human societies, studies fashion by asking why certain styles are deemed socially appropriate and others are not. A certain way is chosen [ kim tomonidan? ] and that becomes “the fashion” as defined at a certain time by a certain group of people as a whole [ iqtibos kerak ] , so if a particular style has a meaning in an already occurring set of e’tiqodlar, then that style may become fashion. [69] [ tekshirish uchun kotirovka kerak ] According to Ted Polhemus and Lynn Procter, one can describe fashion as bezak, of which there are two types: fashion and anti-fashion. Orqali kapitallashuv va commoditization of clothing, accessories, and shoes, etc., what once constituted anti-fashion becomes part of fashion as the lines between fashion and anti-fashion are blurred [ kim tomonidan? ] . [70] Fashion and anti-fashion differ as follows: Anti-fashion is fixed and changes little over time. Anti-fashion varies depending on the cultural or social group one is associated with or where one lives, but within that group or locality the style changes little. Fashion is the exact opposite of anti-fashion. Fashion can change (rivojlanmoqda ) very quickly [71] and is not affiliated with one group or area of the world but spreads throughout the world wherever people can communicate easily with each other. For example, Queen Elizabeth II’s 1953 coronation gown is an example of anti-fashion because it is traditional and does not change over any period, whereas a gown from fashion-designer Dior ‘s collection of 1953 is fashion because Dior’s style changes every season as Dior comes up with a new gown to replace the old one. In the Dior gown the length, cut, fabric, and embroidery of the gown change from season to season. Anti-fashion is concerned with maintaining the joriy vaziyat while fashion is concerned with ijtimoiy harakatchanlik. Time is expressed in terms of continuity in anti-fashion and as change in fashion. Fashion has changing modes of adornment while anti-fashion has fixed modes of adornment. Mahalliy va dehqon modes of adornment exemplify anti-fashion. Change in fashion is part of the larger system [ qaysi? ] and is structured [ kim tomonidan? ] to be a deliberate change in style. [72] [ tekshirish uchun kotirovka kerak ] Today, people in rich countries are linked to people in poor countries through the commoditization and consumption of what is called “fashion”. People work long hours in one area of the globe to produce things that people in another part of the globe are anxious to consume. An example of this is the chain of production and consumption of Nike shoes, which are produced in Taiwan and then purchased in North America. [ tushuntirish kerak ] . Commodities, whether running-shoes or sweatsuits, are no longer just utilitarian but have become [ qachon? ] moda. [73] [ tekshirish uchun kotirovka kerak ] The change from anti-fashion to fashion because of the influence of western consumer-driven culture can be seen in eastern Indonesia. The ikat textiles of the Ngada area of eastern Indonesia are changing because of modernization and development. Traditionally, in the Ngada area there was no idea similar to that of the Western idea of fashion, but anti-fashion in the form of traditional textiles and ways to adorn oneself were widely popular. Textiles in Indonesia have played many roles for the local people. Textiles defined a person’s rank and status; certain textiles indicated being part of the ruling class. People expressed their ethnic identity and social hierarchy through textiles. Because some Indonesians bartered ikat textiles for food, the textiles constituted economic goods, and as some textile-design motifs had spiritual religious meanings, textiles were also a way to communicate religious messages. [74] In eastern Indonesia, both the production and use of traditional textiles have been transformed [ kim tomonidan? ] as the production, use and value associated with textiles have changed due to modernization. In the past, women produced the textiles either for home consumption or to trade with others. Today, this has changed as most textiles are not being produced at home. Western goods are considered [ kim tomonidan? ] modern and are valued more than traditional goods, including the sarong, which retain a lingering association with mustamlakachilik. Now, sarongs are used only for rituals and ceremonial occasions, whereas western clothes are worn to church or government offices. Civil servants working in urban areas are more likely than peasants to make the distinction between western and traditional clothes. Following Indonesia’s independence from the Dutch in the 1940s, people increasingly started buying factory-made shirts and sarongs. In textile-producing areas the growing of cotton and the production of naturally colored thread became obsolete. Traditional motifs on textiles are no longer considered the property of a certain social class or age-group. Wives of government officials are promoting the use of traditional textiles in the form of western garments such as skirts, vests and blouses. This trend is also being followed by the general populace, and whoever can afford to hire a tailor is doing so to stitch traditional ikat textiles into western clothes. Thus traditional textiles are now fashion goods and are no longer confined to the black, white and brown colour-palette, but come in an array of colours. Traditional textiles are also being used [ kim tomonidan? ] in interior decoration and to make handbags, wallets and other accessories, which are considered fashionable by civil servants and their families. U yerda [ qachon? ] also a booming tourist trade in the eastern Indonesian city of Kupang where international and domestic tourists are eager to purchase traditionally printed western goods. [75] The use of traditional textiles for fashion is becoming katta biznes in eastern Indonesia, but these traditional textiles are losing their ethnic identity-markers and are being used [ kim tomonidan? ] as an item of fashion. [76] [ sahifa kerak ]
Intellektual mulk
In the fashion industry, intellectual property is not enforced as it is within the kino sanoati va musiqa sanoati. Robert Glariston, an intellectual property expert, mentioned in a fashion seminar held in LA [ qaysi? ] that “Copyright law regarding clothing is a current hot-button issue in the industry. We often have to draw the line between designers being inspired by a design and those outright stealing it in different places.” [77] To take inspiration from others’ designs contributes to the fashion industry’s ability to establish clothing trends. For the past few years, WGSN has been a dominant source of fashion news and forecasts in encouraging fashion brands worldwide to be inspired by one another. Enticing consumers to buy clothing by establishing new trends is, some have argued, a key component of the industry’s success. Intellectual property rules that interfere with this process of trend-making would, in this view, be counter-productive. On the other hand, it is often argued that the blatant theft of new ideas, unique designs, and design details by larger companies is what often contributes to the failure of many smaller or independent design companies. Since fakes are distinguishable by their poorer quality, there is still a demand for luxury goods, and as only a trademark or logo can be copyrighted, many fashion brands make this one of the most visible aspects of the garment or accessory. In handbags, especially, the designer’s brand may be woven into the fabric (or the lining fabric) from which the bag is made, making the brand an intrinsic element of the bag. 2005 yilda Jahon intellektual mulk tashkiloti (WIPO) held a conference calling for stricter intellectual property enforcement within the fashion industry to better protect small and medium businesses and promote competitiveness within the textile and clothing industries. [78] [79]
Siyosiy faollik
There has been great debate about politics’ place in fashion and traditionally, the fashion industry has maintained a rather apolitical stance. [80] Considering the U.S.’s political climate in the surrounding months of the 2016 yilgi prezident saylovi, during 2017 moda haftaliklari yilda London, Milan, Nyu York, Parij va San-Paulu amongst others, many designers took the opportunity to take political stances leveraging their platforms and influence to reach the masses. [81] [82] Aiming to “amplify a greater message of unity, inclusion, diversity, and feminism in a fashion space”, Mara Hoffman invited the founders of the Vashingtondagi ayollar marshi to open her show which featured modern silhouettes of utilitarian wear, described by critics as “Made for a modern warrior” and “Clothing for those who still have work to do”. [83] Prabal Gurung debuted his collection of T-shirts featuring slogans such as “The Future is Female”, “We Will Not Be Silenced”, and “Nevertheless She Persisted”, with proceeds going to the ACLU, Rejalashtirilgan ota-ona, and Gurung’s own charity, “Shikshya Foundation Nepal”. [80] Xuddi shunday, Moda biznesi ishga tushirdi #TiedTogether movement on Social Media, encouraging member of the industry from editors to models, to wear a white bandana advocating for “unity, solidarity, and inclusiveness during fashion week”. [84] Fashion may be used to promote a cause, such as to promote healthy behavior, [85] to raise money for a cancer cure, [86] or to raise money for local charities [87] kabi Voyaga etmaganlarni himoya qilish uyushmasi [88] yoki a bolalar xospisi. [89] One fashion cause is moda, which is using trash to make clothes, zargarlik buyumlari, and other fashion items in order to promote awareness of pollution. There are a number of modern trashion artists such as Marina DeBris, Ann Wizer, [90] and Nancy Judd. [91]
African-Americans in Fashion
Ushbu bo’limdagi misollar va istiqbol vakili bo’lmasligi mumkin butun dunyo ko’rinishi mavzuning. Sizga mumkin ushbu bo’limni takomillashtiring, masalani muhokama qiling munozara sahifasiyoki tegishli ravishda yangi bo’lim yarating. ( 2020 yil fevral ) (Ushbu shablon xabarini qanday va qachon olib tashlashni bilib oling)
Modern Day Fashion
Mashhurlar yoqadi Rihanna, Lupita Nyong’o, Zendaya va Mishel Obama have been a few of the many fashion idols in the black female community. Erkaklar uchun, Farrel Uilyams, Kanye Uest va Muz kubigi have also helped define modern-day fashion for black men. Today’s fashion scene is not just clothes, but also hair and makeup. Recent trends have included the embracing of natural hair, the traditional clothing worn with modern clothing, or traditional patterns used in modern clothing styles. All of these trends come with the long-existing and persevering movement of “Black is Beautiful”.
Early American Fashion
In the mid to end of the 1900s, African American style changed and developed with the times. Around the 1950s is really when the black community was able to create their own distinct styles. The term “Sunday attire” was coined, communities emphasized “Correct” dress, it was especially important when “stepping out” for social occasions with community members, a habit that continues in the early 2000s. [93] Hair-dos and hairstyles also became a fashion statement, for example the “conk” which is hair that is slightly flattened and waved. [93] Afros also emerged and they were often used to symbolize the rejection of white beauty standards at the time. [94] Around the 1970s is when flashy costumes began to appear and black artists really started to define their presences through fashion. Around this time is also when movements started using fashion as one of their outlets. [94]
Movements using Fashion
Fuqarolik huquqlari harakati
Black activists and supporters used fashion to express their solidarity and support of this civil rights movement. Supporters adorned symbolic clothing, accessories and hairstyles, usually native to Africa. Politics and fashion were fused together during this time and the use of these symbolic fashion statements sent a message to America and the rest of the world that African Americans were proud of their heritage. [94] They aimed to send an even stronger message that black is beautiful and they were not afraid to embrace their identities. [94] An example would the Kente mato, it is a brightly colored strip of cloth that is stitched and woven together to create different accessories. [94] This woven cloth of brightly colored strips of fabric became a strong symbolic representation of pride in African identity for African Americans of the 1960s and later. It was developed into what is called a dashiki, a flowing, loose-fitting, tunic-style shirt. This cloth became one of the most notorious symbols of this revolution. [95]
Qora Panter partiyasi
The Black Panther Party (BPP) was an essential piece of the Black Power movement that allowed members that were involved to advocate for the African American race in different subjects like equality and politics. The BPP members wore a very distinctive uniform: a black leather jacket, black pants, light blue shirts, a black beret, an afro, dark sunglasses, and usually a fist in the air. [96] Their image gave off a very militant like feel to it. This notable uniform was established in 1996, but a different uniform was still in place before; just the sunglasses and leather jackets. [96] Each member wore this uniform at events, rallies, and in their day-today life. Very few members changed the essential parts of the outfit, but some added personal touches such as necklaces or other jewelry that was usually were a part of African culture. [95] The Black Panther uniform did succeed in intimidating enemies and onlookers and clearly sent a message of black pride and power even though the initial intention of this party was to communicate solidarity among the Black Panther Party members. [96]
Colorism in Fashion
Since the 1970s, fashion models of color, especially black men and women, have experienced an increase in discrimination in the fashion industry. In the years from 1970 to 1990, black designers and models were very successful, but as the 1990s came to an end, the fashion aesthetic changed and it did not include black models or designers. [97] In today’s fashion, black models, influencers, and designers account for one of the smallest percentages of the industry. [97] There are many theories about this lack of diversity, that it can be attributed to the economic differences usually associated with race and class, or it can reflect the differences in arts schooling given to mostly black populated schools, and also blatant racism.
Statistika
A report from New York Fashion (Spring 2015) week found that while 79.69% of models on the runway were white, only 9.75% of models were black, 7.67% were Asian, and 2.12% were Latina. The lack of diversity also accounts for not only designers but models too, out of four hundred and seventy members of The Council of Fashion Designers of America (CFDA) only twelve of the members are black. [98] From the same study on New York Fashion Week, it was shown that only 2.7% of the 260 designers presented were black men, and an even smaller percentage were black female designers. [98] Even the relationship between independent designers and retailers can show the racial gap, only 1% of designers stocked at department stores being people of color. It was also found that in editorial spreads, over eighty percent of models pictured were white and only nine percent were black models. These numbers have stayed stagnant over the past few years. [98]
Tokenizm
Many fashion designers have come under fire over the years for what is known as tokenism. Designer or editors will add one or two members on an underrepresented group to help them appear as inclusive and diverse, and to also help them give the illusion that they have equality. [97] This idea of tokenism helps designers avoid accusations of racism, sexism, body shaming, etc. [97]
Cultural Appropriation
There are many examples of cultural appropriation in fashion. In many instances, designers can be found using aspects of culture inappropriately, in most cases taking traditional clothing from middle eastern, African, and Hispanic culture and adding it to their runway fashion. [99] Some examples are in a 2018 Gucci runway show, white models wore Sikh headdresses, causing a lot of backlash. Victoria’s secret was also under fire for putting traditional native headdresses on their models during a lingerie runway show. Marc Jacobs sent down models sporting dreadlocks in his spring 2017 New York Fashion Week show, also facing immense criticism. [100]
Trendda: 2017 yilgi erkaklar modasi
Erkaklar tashqi ko‘rinish, bu — tashrif qog‘ozi ekanini juda yaxshi tushunishadi. Biror so‘z ishlatmagan holda barchasini tushuntirish san’ati quyidagi maqolamizda.
Yildan yilga erkaklarning modaga bo‘lgan qiziqishi ortib bormoqda. Bugun moda namoyishlarida ko‘plab erkaklarni uchratish mumkin, hattoki besh yil avval ham bu holat kuzatilmas edi. Erkaklar tashqi ko‘rinish, bu — barchasi haqida bir so‘z ham demay ko‘p narsani tushuntira oluvchi tashrif qog‘ozi ekanini juda yaxshi bilishadi. Aks holda hosil bo‘lgan noto‘g‘ri ilk taassurotni o‘zgartirish juda murakkab kechadi…
Ustki libos
Bahorda uzunligi son yarmigacha yoki undan salgina balandroq bo‘lgan trenchkot, kamzul yoxud kardiganlarga e’tibor qaratish tavsiya qilinadi. Bunday uzunlik universal hisoblanadi. Agarda kiyim javoningizda bazaviy modellar bo‘lmasa, qora, ko‘k, kul rang, jigar rang yoki mosh rangdagi ustki liboslarni tanlang. Shuningdek, joriy mavsumda ommaviyligini yo‘qotmaydigan charm kamzul (kosuxa) va bomberlarga ham e’tibor qaratishingiz mumkin. Zamshli kosuxa yoki qavilgan bomberni tanlasangiz, yaqqol ko‘zga tashlanib turishingiz tabiiy.
Printlar
Yangi mavsumda dizaynerlar erkaklar garderobiga printlarni kiritishni targ‘ib qilishmoqda. Ehtimol, katakchali shimlar yoki geometrik printlar tushirilgan ko‘ylaklar yoxud dengiz tematikasidagi pololar bilan cheklanishingiz mumkin. Tadqiqot o‘tkazing, kundalik ko‘rinishingizni print, ya’ni turli shakl va chiziqlarga ega liboslar bilan boyitishdan cho‘chimang.
Kamzullar (kostyumlar)
Erkaklar kamzullari mavzusi allaqachon ko‘plab dizayner hamda erkaklarning aqli va qalbini zabt etgan. Bu bekorga emas. Axir kostyum-shimdagi erkaklar qanchalik salobatli ko‘rinadi! Bu mavsumda nafaqat xizmat yuzasida uchrashuvlarga, balki oyoq kiyimingizni norasmiysiga almashtirganda ham shahardagi kundalik ishlarga ham ajoyib tarzda mos keluvchi kamzulni tanlang. Kamzulni futbolka bilan ko‘ylaklar bilan kiyib chiqing.
Militari uslubi
Jumladan — mosh rang. Dizaynerlar bizga rang-baranglik bilan himoyalangan har qanday buyum dolzarb, ommaviy bo‘lishini ko‘rsatib berishdi. Hozirda do‘konlar ustki libosdan tortib oyoq kiyimigacha o‘z ichiga olgan ulkan tanlovni taqdim etmoqda. Militari uslubidagi shimlarda to‘xtaymizmi?! — Ajoyib! Ularni okford yoki kamzullar bilan uyg‘unlashtiring. Agarda issiq mavsumda parkani (mo‘ynali kiyim) tanlagan bo‘lsangiz, uni denim (jinsi) va krossovka bilan uyg‘unlashtiring. Agarda ish joyingizda dress-kod amalda bo‘lsa — mosh rangdagi klassik liboslar: to‘g‘ri chiziq tushirilgan shim, erkin bichimdagiko‘ylak yoki kamzullarni ishonch bilan tanlayvering.
Bermudlar
Quyosh qizdirib, tashqarida issiq havo hukmron bo‘lishi bilan bermudlarga bo‘lgan talab orta boshlaydi. Biroq shuni tushunib olingki, ular dam olishlarda kiyib olinadigan shortilar emas. Zig‘ir yoki paxta tolasidan tayyorlangan klassik ko‘rinishdagi bermudlarni tanlaganingiz ma’qul. To‘g‘ri bichimdagi bermudlar ko‘plab vaziyatlarda risoladagidek ko‘rinishingizga yordamlashadi.
Denim
Hozirgi kunimizni denimli kiyimlarsiz tasavvur qilolamizmi? Bu klassika. Keling, ushbu mavsumda yangi mutanosibliklarni sinab ko‘ramiz. Bir xil yoki o‘xshash ranglar uyg‘unligidagi jinsi va ko‘ylaklardan denim ko‘rinish tuzing. Shuningdek, smart-casual uslubidagi qiyofani yaratish hamda kundalik ko‘rinishni to‘ldirishda yordam beruvchi jinsili kurtkalar ham o‘z dolzarbligini yo‘qotgani yo‘q.
Oyoq kiyimlar
2017 yilgi bahor-yoz mavsumidagi erkaklar modasi o‘zining qulayligi va ajoyib mutanosibligi bilan ajralib turadi. Dizaynerlar oyoq kiyimlar borasida turli xil omillarni qorishtirib, dadil yechimlarni ko‘rsatishdi. Bu har doim yangi va ajoyib ko‘rinadi. Garderobingiz bilan mos tushadigan tabiat belgilarini tanlang. Yoz uchun dadillik bilan printlangan yoki yorqin sliponlarni oling. Shuningdek, e’tiborni jalb qilmaydigan rangdagi yumshoq mokasinlarga ham e’tibor qarating.
Aksessuarlar
Bir qarashda diqqatni o‘ziga tortadigan mayda detallar ham borki, ular erkaklar garderobidan o‘rin egallashi lozim. Ehtimol bu sevimli brendingiz ostidagi qo‘l soati yoki ko‘zoynak bo‘lishi mumkin. Ular sizning qanchalar nozik did sohibi ekaningiz haqida so‘zlaydi. Eng oddiy qiyofadagi jinsi yoki futbolka bilan ham mutanosib ko‘rinishni yuzaga keltiradigan o‘ziga xos kamarda to‘xtashingiz mumkin. Nima bo‘lganda ham, bunday detallar mukammal obrazni yaratishingizda ko‘maklashadi.