Мода как предмет социокультурного анализа

The article examines issues of the socio-cultural research of fashion technology as a production and distribution of new cultural forms. The author indicated range of symbolic roles and functions of fashion based on historical analysis. The article emphasizes the social meaning, social context of fashion trends, "Social Order" to a certain image and life style. The author examines how the fashion and its practices, life styles, social attitudes and personality orientation, changing their social and cultural importance in the fragmentation of culture in modern society.