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The article shows that the fashion of the times of globalisation is characterised by complex, contradictory phenomena that influence the formation of the image of a fashionable personality. The active development of street style in a variety of imaginatively-stylish options is due, on the one hand, to the individual’s desire for self-expression and self-presentation, and on the other hand, the need to identify with a particular social group. Specified processes assume the creation and distribution of the narratives in the process of communication, which are based on different imageries.
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Lagoda, O.N. (2009). Fashion is the manifestation of the culture of individual freedom in the era of globalization. MIST Art. History. Modernity. Theory. Institute of Problems of Contemporary Art, ASU. Kiev: IPSM AMU; KZhD Sofia, 6, pp. 194-202.