Definitions-generators theory of fashion

The main categories in the initial discussions of the mode (from 18 to the end 19 centuries) are the concepts of "imitation" and "isolation, maintaining their elite group distinctiveness from other layers." In the XX century in connection with the transformation of the social structure and the rise of the so-called mass society these approaches had largely lost the explanatory power and had been criticized, at light when new explanatory models appeared.” The concept of "Production Mode" still took effect in the first half of the 20th century. There were changes only in the image of the elite. Thus, according to the theory of the leisure class and conspicuous consumption the old aristocracy in the U.S. were no longer fashion founders, this was done by nouveau riches who were emphasizing their heights, but they had recently acquired their status. The situation had been dramatically changed since the 1950's. In the
sociology of fashion the winner was so-called "Theory of collective decision" of fashion standards. In accordance with this theory, the elite were no longer fashion leaders, fashion standards were formed by the masses. Fashion was becoming an industry, fashion standard were duplicated and distributed to the masses. The development of mass communications could impose the same model to millions of customers.
In this study, we have tried to present the evolution of the theory of fashion, specific methodological tools of the theory of mode, pre-industrial, industrial and post-industrial society and, correspondingly show how they reflect the dynamics of fashion and fashion behavior in different periods of human history, It is particularly interesting tracking how were developing themselves the theoretical and methodological approaches in the analyzed fashion. Their study is interesting as the point of view of the history of social thought, which saw the fashion very important factor of human social interaction and a new interpretation of previous judgments about fashion in the context of modern ideas about its phenomenon, about increasing complexity of the dynamics of transition from closed to open society, from simple to complex self-organized systems. In our work, we are particularly interested in the works, which deal with the concept of fashion as a social and cultural phenomenon. In this context, the greatest interest causes the work of G. Tarde, G. Simmel, W. Sombart, Herbert Spencer, H. Blumer. They are the first in the history of sociological and socio-psychological knowledge who identified trends of mass processes of nucleation, the approval and change stereotypes, which is typical of the fashion world. We have analyzed the characteristic of fashion in the works of T. Veblen the concept of prestigious consumption through the prism; the discussion had been carried out about the methodology of the analysis of parameters on modern fashion field of P. Bourdieu, during which had been revealed the role of fashion in the behavior of the modern habit of actors; the identification and analyze related to fashion statements and theoretical concepts contained in the works of Anthony Ashley Cooper Shaftesbury, I. Kant and E. Durkheim. Each of the classical concepts are reflected to the social nature of fashion as it was in a certain era.