Archetypes of Greek Myths in the Fashion Design of the XХI Century from a Metamodern Viewpoint

Abstract

The purpose of the article consists in clarifying the features of the archetypal structures functioning (in this case – archetypes of Greek myths) in modern fashion design and also in the analysis of the fashion design methodology peculiarities in the condi­tions of metamodernism. The realization of this purpose is planned by developing the meth­od of designing modern clothing, taking into account the principles and characteristics of metamodernism. Research methodology. The complex problem of analyzing the features of fashion design development in the environ­ment of metamodernism is solved based on interdisciplinary system analysis with a combi­nation of subject, historiographic and morpho­logical analyzes.Scientific novelty. For the first time, it was shown that modern design trends, such as in-personal empathy and situational expressiveness, more careful consideration of aesthetic guidelines, psychological attitudes, and user expectations, are most harmoniously reflected in the principles of metamodernism. It was demonstrated that in the conceptual space of the metamodern, the principle of os­cillation corresponds to a choice between two competing primary sources of an image gen­eration in fashion design. The images of Greek mythology gods were chosen as traditional ele­ments of the design project, and prototypes of modern clothing models were chosen as com­petitive elements. Conclusions. As a result of the research, we conclude that in the practice of fashion design, it is expedient to solve the project approach in a balanced way between the factors of the creative source, the personal qualities of the individual, and the archetypes manifested in it. The methods for elements of Greek myths heroes’ images synthesizing with elements-carriers of fashion trends was pro­posed, taking into account the tendencies of metamodernism. Experimental approbation of the research results was carried out by assess­ing the artistic and aesthetic qualities of mod­ern women’s clothing models collection based on Greek myths motives. Thus, the results of the collection design confirmed the feasibility of turning to archetypal forms to find innovative design solutions.