Identification of fashionable: modern youth practices

Fashion is an important part of the life of modern youth. Nowadays, many information channels broadcast fashion standards and create a demand for fashionable clothes. Young people are involved in selecting these standards. The paper presents the results of a study conducted by the author in Yekaterinburg in 2018-2019. The sample consisted of males and females aged 16-30. 504 respondents were questioned, and 21 informants were polled using an in-depth interview. The author reveals that the most authoritative information channels for young people include blogs creating the image close to them, large shops and close environment. It is concluded that reading blogs on social networks is becoming a common practice for the younger generation today. The study identifies that several respondents prefer relying on themselves when choosing fashionable clothes. There is a decreased demand for glossy magazines among young people.