Іміджеві складові стильового напряму «ґламур» у сучасному інтер'єрі

In recent years, there has been an increasing interest in glamour tendencies in interior design, but in scientific field this question was not fully disclosed. The theme of the glamour in design was addressed by such scholars as O. Vashchuk, M. Pyankova, E. Subotina, M. Shirokovsky, O. Shkolna. Glamour meets as an auxiliary tendency, but not as an independent style in the interior. O. Vashchuk relates glamour with kitsch, that is, authenticity and originality contrasts with the aesthetics of simulation (imitation of marble, precious stones and decoration materials). But unlike kitsch, glamorous stylistics tries to achieve the integrity and aristocratic luxury that is impressive, but not provocative. After all, one of the requirements for glamour in the design of the environment is trying to differ, but at the same time - to be similar, to meet the requirements of «higher society»or its circle. Thus, E. I. Subotina points to a special brand consciousness, based on the specification of modules and models of luxury on display. Of course, in the glamorous interior preference is given to branded things and quirky developments, but creating a holistic and harmonious environment in the abovementioned stylistic direction is a daunting task. Considering that the decorative filling of the glamorous interior is a decisive aspect in the general concept, attention should be paid to porcelain, glass, crystal, textile products. On the peculiarities of textile products in the direction of  «glamour»indicates the researcher Shirokovskikh. Brilliant, iridescent fabrics combined with decorative fittings (crystals, paettes, glass beads, artificial pearls, metal buttons) are predominant in glamorous interiors. Visually this can be seen on samples from Fendi, Tormenta. The collections of Armani Casa are distinguished by restrained luxury and focus on valuable materials and textures, focusing on art deco. Dynamic colors can be seen in Missoni textile products, and the Baroque ornament is typical for Rubelli. That is, among the fashion trends of textiles in the interior of recent years should be distinguished: vegetative or flower motifs (roses, orchids, pomegranates, etc.), geometric patterns, baroque ornaments, stylistic fabrics of the period of art deco and pop art, pectin and fur. Among other things, the Kiev researcher O. Shkolna notes that glamorous porcelain gradually becomes part of modern salon art and at the same time belongs to art design. In addition to scientific sources, one should also consider the practical side of the projects of contemporary designers, who, thanks to the application of certain elements of the famous styles and techniques of their modern «arrangement», achieved a rather clean style of glamour. Objectives. The objectives of this study are to determine glamorous elements in interior design, to analyze the image components and modern tendencies of the style «glamour»in the interior, to propose classification of stylistic constituents on the dominant and secondary, to reveal figurative and symbolic elements inherent in styles based on the glamorous interior. Methods. The chosen methodology of the research, namely historical-comparative and cross-cultural methods, allowed to carry out consideration of the above-mentioned question. Due to the structural-functional approach, the structural elements of the stylistic direction and their characteristics are determined. The analysis of structural components is carried out with the help of the classification method.Results. The results of the research support the idea that glamour can be distinguished as a stylistic direction, which has its own characteristics. The relevance of the stylistic direction of glamor in the design of interiors as residential and public objects is revealed. Due to the proposed classification of stylistic constituents on the dominant and secondary, it was possible to study in detail the selected modern objects of furniture, lightening and decoration. The above elements, called in the glamorous interior, focus on themselves due to color, stylistic and artistic expression, can be quantitative or repeated in a certain sequence, creating original image accents. Revealed figurative and symbolic elements inherent in styles based on the glamorous interior: Provence, Neo-Baroque, Neoclassicism, Art Nouveau, Art Deco, Minimalism. The features of zoning, decoration, decorating, compositional, form-making and coloring techniques, in different types of interiors environment, depending on its functional purpose were highlighted in the article. The specifics of stylistic components were illustrated on examples of interiors of outstanding designers Conclusions. The presented results are significant in the field of modern design. They allow to identify glamour as a style direction, which is the most relevant nowadays in the interior design. Tracing the evolution of the glamor gives reason to assert that it tends to mannerism, baroque, rococo, art deco and elements of similar styles with its stylistic backgrounds. Previously, glamour was identified with kitsch, but today designers have been able to distinguish his style features and show sophisticated beauty, where the ideology and harmonious luxury comes to the fore. So, the stylish direction of «glamour», operating on the heritage of great European and Oriental styles, managed to establish itself in the latest design developments and to showcase itself in various types of design environment. They succeeded in researching examples of implemented projects and designs. Illumination of dominant and secondary stylistic elements of glamor in the interior gives the possibility of further development of this topic in the scientific environment, as well as the use of the «glamor alphabet»in practice.