Modern fashion photography in the context of media visualization

The article is devoted to the relationship between media visualization and the content of modern fashion magazines. The features of modern fashion photography, its images and symbols are studied. The transfer of the consumer society values by fashion photography and advertising photography, as well as their belonging to pragmatic aesthetics is revealed on the example of the Elle magazine. The manifestation of the provisions of the theory of desire and imitation by R. Girard is indicated in fashion photography.