Search for uniqueness and identification using fashion

Abstract

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.