Daria Yurievna Ermilova
Russian State University of Tourism and Service. Email: id311@yandex.ru
Volume 12, Number 6, 2020 I Full Text PDF
DOI: 10.21659/rupkatha.v12n6.20
Abstract
The article traces the transformation of visualization of a person’s ethnicity through costumes – from traditional to modern. The object of the study is to understand the costume as an informational and sign structure. The topic of the study is the visualization of ethnicity through costumes from a historical perspective. The study aims to identify the specific characteristics of visualization of ethnicity in traditional and modern costumes. The study hypothesis is that, unlike traditional costumes that demonstrated regional and national affiliation, modern “Western” clothing has mostly lost these functions. Although in some regions costumes are still relevant as a “living” tradition, national clothing is disappearing from everyday life. Ethnic style using regional and national traditions as a source of stylization does not present an indicator of a person’s nationality. Nevertheless, some examples of modern clothing visualizing ethnicity can be found. The functional and semiotic approaches to the analysis of costumes serve as the basis of the study. Since the late Middle Ages, the development of urban dress in Western Europe has been determined by fashion rather than tradition. In Russia, the process of an urban costume losing the function of visualization of ethnicity began with the reforms of Peter the Great and for peasants’ costumes, this process did not start until the middle of the 20th century. At the beginning of the 21st century, traditional costumes were mostly worn by ethnic minorities as a symbol of national identity and self-affirmation. Referring to others’ traditions as a source of fashion innovations led to the emergence of ethnic style. Ethnic style is characterized by a superficial attitude towards the source. Ethnodesign, on the other hand, follows the principle of deep and thoughtful care about the tradition which gains relevance due to the rise of glocalization manifesting in the intensification of regional differences. Although the proponents of ethnodesign insist on the ability of design to integrate traditional ethnic symbols into modern culture, the question is about the ability of modern people to understand the meanings contained in traditional forms remains. The present article identifies the cases of a costume serving the function of visualization of ethnicity in modern society.
Keywords: visualization, ethnicity, traditional costume, ethnodesign, modern costume, functions of a costume.