CONFORMIST AND NON-CONFORMIST IN AN AMBIENCE OF FASHION INDUSTRY

The article examines the mutual integration of the two models of social identity in the culture of con- temporary society ? conformism and non-conformism. The author considers the conditions for the effective functioning of the fashion industry in the context of the conformity of behavior and attitude to the novelty of both consumers and creators of fashion. It is concluded that the effect of the type of social behavior on the for- mation of subcultural groups, and the attitude of their representatives to the proposals of fashion designers. Pre- sents contemporary fashion structure that develops in the dialectical unity of opposites, and the two systems ? Haute Couture, embodies her creative nature, and pret-a-porter, reflects its commercial nature. It shows the loca- tion of conformity and nonconformity to this structure