Gurevich P.S. Everlasting Recirculation of Signs

Abstract: The article is devoted to the poetics of fashion as it is analyzed in the monograph of a famous culture expert Inna Osinovskaya. It is noted that fashion could be created only in the kind of society that had at least some redundance of things. In her book Osinovskaya analyzes the 'vocabulary' of glossy magazines and press releases. At the same time, fashion brings forth the world of ancient myths and old fairy-tales which images have been always inwrapped with mystery. The main purpose of Inna Osinovskaya is to analyze the poetics of fashion and the system of images in fashion. In her research Osinovskaya applies the principle of historicism allowign to include numerous myths and fairy-tales in the analysis of modern fashi8on. As a result, considerable literary texts have been included in the spghere of fashion poetics. A lot of researches seem to have been written on the topic of fashion. However, thorough analysis of the topic demonstrates that there are a lot of fashion aspects that have never been studied. In particular, the graphic structure of fashion and singular poetics of fashion. Appealing to this topic, the researcher shows what a recipe book, glamour magazine and sacrifice, catwalk show and sacramental rites have in common. Osinovskaya studies typical fairy-tale characters such as the spinstress, tailor and shoemaker. She traces back the influence of these images on the poetics of modern fashion. Thus, the researcher manages to show the internal relationship between folklore and modern literature. 

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