POLY SYSTEM ANALYSIS OF VISUAL COMMUNICATION IN FASHION

INTRODUCTION The active development of the media of the technical arts (photography, cinema, advertising), universal computerization, have led to the transformation of the realities of cultural imagery that have influenced the communication processes as a whole. The phenomenon of fashion in this work is explored as a socio-cultural phenomenon, which by its very nature is total communication. Every person who participates in the social life of society, regardless of whether it adopts or opposes fashion, becomes an agent of fashionable information in the cultural space. With the information technologies development and their impact on society, understanding of the sign function of fashion in the context of communicative mechanisms becomes especially relevant. Therefore, in the social life of a society, the act of communication is the process of dissemination, exchange, transmission of information and a certain connection that occurs through communication channels and mechanisms. It is accepted that verbal communication is carried out as the interaction of people with the help of audio language, which includes a system of phonetic signs (the principle of phonetic and syntactic), and non-verbal communication occurs without words, with the help of gestures, gestures, facial expressions. Fashion and clothing, the manner of dressing, we are regarded as a specific cultural language, possessing properties relevant to the communicative phenomenon. According to authors Joseph Hiz and Andrew Potter, clothing is language-like, with its own grammar and syntax in expressive means that can joke, make comments, use metaphors, and use slang 1 . This is the opinion of M. Lusher in the work “Personality signals” 2 . Alison Lurie in the work “The clothing language” 3 , claiming that clothing is the vocabulary of the individual by which, before the verbal conversation begins, a conversation is made in a more archaic universal language. Fashion as a complex, multifaceted phenomenon of culture, requires a complex, multidisciplinary approach, leads to the definition of the