Роль культури в трансформаційних процесах екосистеми індустрії моди

The aim of the article is to determine the influence of culture on the sustainability aspects of the fashion industry. To define this influence, an ecosystem approach is applied, where a three-level hierarchy of ecosystems represents the fashion industry. The top level of this hierarchy is made up of international organisations, funds and global brands of the fashion industry. The middle level is represented by state organisations and national-level enterprises. The low level includes entrepreneurial ecosystems of the fashion industry. Results. The fashion industry ecosystem is classified as an artificial socio-cultural system. To ground the correctness of the ecosystem approach application to the analysis of the fashion industry transformation processes, a comparative analysis of natural and socio-cultural ecosystem aspects is carried out. The analysis reveals similarities and differences in the mechanisms of ecosystem functioning. Analogues of concepts, aspects and factors of influence for natural and artificial ecosystems are identified. It is shown that culture plays a goal-setting role within the fashion industry ecosystem. Additionally, it has a homeostatic potential, due to which it has a regulating effect on the transformation processes of the fashion industry into a sustainable ecosystem. The scientific novelty consists in determining the impact of culture on all aspects of the fashion industry sustainability. The set of aspects of the fashion industry sustainability includes economic, environmental, technological, socio-cultural, art-aesthetic and administrative factors. From the ecosystem approach standpoint, it is determined that culture is capable of becoming a catalyst for the release of the lost efficiency hidden potential, which is determined by the difference between the physical and moral aging of a fashion product. Conclusions. It is shown that the homeostatic potential of culture can be realised by influencing the harmonious ordering of the ecosystem participant’s actions towards achieving sustainable development goals. The action mechanism of culture as a catalyst for the release of the efficiency potential consists in shaping public opinion and stimulating independent ecosystem subjects to adopt a strategy of the rational wardrobe construction by fashion manufacturers and people.