MEDIA CULTURE AS A SOURCE OF DESIGN DECISIONS IN CONTEMPORARY CLOTHING DESIGN
Abstract
In contemporary culture, clothing design is increasingly shaped not only by material, technological, and aesthetic factors, but also by the influence of media culture, which has become one of the main environments for the production and circulation of visual images. The development of digital platforms, social networks, cinema, serial media, and virtual visuality has transformed the mechanisms through which fashion images are formed, perceived, and translated into real design practice. Under these conditions, media culture functions as a source of visual codes, symbolic meanings, and stylistic prototypes that directly affect the creation of contemporary clothing. This article examines the role of media culture in the formation of design decisions in contemporary fashion design. Particular attention is paid to the transformation of media-generated images into real costume solutions, the influence of screen aesthetics and digital visuality on silhouette, styling, and image construction, as well as the reinterpretation of media characters as creative sources for fashion collections. The study is based on theoretical analysis of fashion as a media-dependent cultural system and on design interpretation within the author’s collection inspired by The Hunger Games. The research demonstrates that media culture should be understood not as an external background of fashion development, but as an active source of design logic in contemporary clothing design.
References
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