Заняття спортом як складова формування новітнього жіночого образу в 1890-х роках

The purpose of the article is to study the process of forming the female fashion image of the 1890s in the context of socio-cultural changes, in particular, those related to the spread of sports. Research methods. Research methods basis of the study is due to its interdisciplinarity; it is based on the principles of systematic and integrated historical and cultural approach, using comparison and generalization, systemic and structural, historical and chronological, elements of comparative art historical analysis. An integrated approach made it possible to reveal the problems of women's fashion image of the late nineteenth century in connection with the lifestyle and visual strategies of the time. Scientific novelty. For the first time, a comprehensive analysis of the formation and popularization of the female fashion image of the 1890s through the prism of sports activity, which is considered as a significant socio-cultural factor in the context of the era, is carried out. The criteria of the social and communicative role of certain sports as evidence of belonging to a certain elite group of the population are considered, and the significance of sports in the context of the active movement of women's emancipation of this decade is established. New sources, including advertising posters, illustrated periodicals, and design solutions for women's sportswear, are introduced into scientific circulation and interpreted as indicators of cultural transformation. The attention is focused on the characterization of parameters, leading trends and formal and semantic differences in the presentation of sports, in particular golf, tennis, bicycling, as an important component of self-affirmation of a woman's personality in visual advertising of that time, depending on the needs of customers, style criteria of the era and the author's vision. Popular story and informative solutions in the posters of leading artists and fashion magazines are characterized. Conclusions. It has been established that in the general cultural and historical context of the era, sports were an important component of the formation of the current female fashion image as a self-sufficient artistic phenomenon of those years, marking the further development of this expressive trend in the field of the outlined visual practices in the following decades.