The Consumerism Culture of the Younger Generation in Fashion

Fashion is one of the most widely known phenomena of everyday life, inextricably linked with art, communication, and mass culture. The scope of fashion includes clothing, forms of everyday life, cars, aesthetic and artistic tastes, etc. In most cases, researchers understand fashion as clothing patterns that are most popular in a specific historical period. A person always searches for his belonging, tries to identify himself with a social group that is a reference for him. Habit, following a model and imitation are the basis of self-determination, which ensures the rituality of culture and the mechanisms of its development and reproduction. Fashion helps to preserve cultural tradition, is a symbol of social status, directs behavior and sets the boundaries of what is permitted and desired, and acts as a means of achieving social recognition. In modern world, fashion has received much attention from both ordinary people and scientists. Being an interdisciplinary object, fashion attracts the attention of researchers from different fields of knowledge. More precisely than others, the essence and concept of fashion are reflected by those who create it. Therefore, the article studies and analyzes the understanding of fashion by famous couturiers. In conclusion, the author, according to literature materials, and combining the approaches considered, explain main attributes of the consumption culture of young generation. Keywords: fashion, consumption culture, youth, fashion industry, social recognition