Brand Platform Development for the Production Agency

The main task of the work is to trace how the image of Power Woman has changed in various spheres of society and identify the main features of the Power Dressing style. This study is designed to help with the adaptation of the style for the Graduate work "Brand Platform Development for the Production Agency", whose DNA is based on such archetypes as the rebel and the ruler. The visual study explores the formation of style in mass perception, for which several areas are considered in the work: cinema, music industry and fashion, as the main sources that broadcast the visual style of Power Woman. Throughout the 20th century, the image of a strong woman and the understanding of her power transformed with incredible speed. Elements of the female image began to come to the fore, revealing the status of a woman in the non-family space. The two World Wars had the greatest impact on the role of women and their image. They worked in the rear and on the front line, which directly affected their appearance and tempered their character. However, in general, the concept of Power Woman, and with it Power Dressing, became entrenched in the public consciousness in the second half of the 20th century. By the 80s, the phenomenon of a working woman appeared, who increasingly occupied previously considered male positions, which required the creation of a new uniform capable of providing them with the same respect and authority as men. That is why the work considers a certain time period: from the 1980s to the present.