The specific features of changing the fashion standards in the context of social and cultural processes

This study reviews fashion as a cultural phenomenon that has penetrated into all fields of society. A sociological analysis of fashion refers this phenomenon to a special social institution, the emergence of which is due to the creation of the modern society with certain social development trends different from the past, behavioral patterns, a certain economic structure and consumption level. The research presents the views of various sociologists and sociological schools regarding this phenomenon. The paper focuses on the dual nature of fashion (an integral part of the culture, a complex social, cultural and aesthetic phenomenon, on the one hand, and a social regulator of behavior of individuals and social groups, the phenomenon that affects almost all areas of society, on the other hand). It is concluded that there is a certain correlation between fashion and the way that society is arranged. The paper reveals the changes in the fashion industry resulting from the development of the ideas of postmodernism. Thus, the main functions of clothing become its versatility, the ability to combine it with the models of another style. Besides, the principles of deconstruction and polystylism and the diffuse clothing are widely used.