Anthropological Turn as Reflection Phenomenon in the Fashion of the 20th–21st Centuries

The purpose of the article is to determine the socio-cultural determinants of the systems building of fashion activity interpretation as a factor of harmonization of global problems of the times. The research methodology has used comparative and systematic approaches to help to define fashion as a system of changes and innovations in the context of anthropological issues. Philosophical methods such as the transcendental help to clarify how changes in fashion innovation in the age of globalization are possible; how the changes themselves (the phenomenological method) become obvious; as one cycle of fashion innovation transforms into another. The method of cultural and historical reconstruction helps to identify fashion artefacts as a phenomenon of modern culture. Scientific novelty. The anthropological turn focuses on the anthropic dimension of fashion, which testifies to the anthropological dependence of motive theocentricism and zoomorphism. Conclusions. It is proved that in the theory of modern aesthetic thought, art, cultural studies determine three turns: anthropological, semiotic and visual. As it happens, these turns are bred in time and it is believed that the anthropological come before the semiotic. The issues of discourse, text, sign transform the man’s problem, which was sharply marked at the turn of the 19th–20th centuries, into the plane of linguistic adequacy. The anthropological turn reflects the present situation, which presents the excessive, more, extremely extravagant reality of the visualization of the world, a new optics, a panoptic universe that enables the media, advertising, virtual reality to show, present, expand the world of information so much so man is in the multivariate space of the multidimensional screen world. The screen becomes so active and active that it actually eliminates physical and identity problems as an ontological predicate. The ontological transformations in the fashion of the twentieth century are defined in the context of this article through the prism of cultural practices of the present day.