Патріотична мода чи мода на патріотизм: одяг як спосіб ідентифікації

PATRIOTIC FASHION OR FASHION ON PATRIOTISM: CLOTHES AS A WAY OF SELF-IDENTIFICATION

The processes of national self identification of Ukraine citizens are studied through clothes with patriotic prints. The differences in motivation to use clothes in ethno, authentic style and contemporary patriotic everyday clothing line (national casual) are traced. It is noted that for many Ukrainians it is important to mark their own ethnicity in their appearance, including through clothes. Current processes are characterized as "patriotic trend" or "patriotic fever". A complex research task is to determine what actually symbolizes the favour to clothes with patriotic prints: is this a fleeting expression of fashion (political fashion)? proof - that "patriotism – is fashionable?" expression of perceived need of the product owner in positioning through clothing?

There were identified the following trends in modern patriotic fashion: 1) folk fashion; 2) revolutionary (post-revolutionary) fashion; 3) military (anti-war) fashion and others. The most actual print-trends for design are: 1) the pro-Ukrainian patriotic theme (usually – state symbols and slogans); 2) ethnic themes with embroidered patterns, Petrykivsky painting (traditional Ukrainian decorative painting) and other 3) patriotic but humorously designed prints; their developers are trying to combine their feelings of love for their land and humour, humorous motifs with national symbolism of colours and ideas. Distinctive semantic connotations that are inserted in the latest clothes by adherents of new patriotic prints and sympathizers of modern clothes with ethnic elements or in authentic style are established