Ona.Vyazhet: Brand Identity for Knitted Clothing and Accessories

Student: Lolita Ayrapetyan

Faculty: St Petersburg School of Art and Design

Educational Programme: Design (Bachelor)

Final Grade: 9

Year of Graduation: 2024

Ugly fashion is a leading trend among fashion houses. She catches people with her strangeness and desire to stand out from the crowd. The purpose of this study is to identify the main elements from which this fashion trend is built, and to show how these elements were integrated into the women's wardrobe from the men's. To achieve this goal, the emancipation of women and the pandemic were analyzed. These two historical events have changed our view of women's fashion. The transitions of men's clothing into women's wardrobe were studied. The collections of modern designers and fashion houses that influenced the popularity of ugly fashion in society were also studied. It turned out that ugly fashion consists mainly of men's clothes.

Full text (added May 14, 2024)

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