Abstract

The aim of the article is to examine the philosophical aspects of the fashion which are set out in the «Three mysteries of fashion» by Hans Ulrich Gumbrecht. The concept of «production of presence» of H. U. Gumbreht in the statement of the problem of fashion is traced. H.U. Gumbreht`s vision of fashion as the compounds of industrial production, aesthetic judgment and the needs of the market is analysed. The issue of insolvency of definition «fashion» and the necessity of its consideration in philosophical perspective is raised. The important events from the history of fashion are traced, their revision allows to reveal the studied phenomenon in a new way. Attention is focused on the economic component of the phenomenon of fashion, its perception as a commodity and human needs. The proposed properties of fashion by H.U. Gumbreht are traced: periodic variability of the dominant forms of clothing, designers` «intuition» defines the changes of fashion trends; the ideas of designers are expressed in the collection; the collections satisfy the seasonal changes. The activity of the designer as the creator of fashion trends and goods, the owner of the aesthetic taste is analyzed. According to H. U. Gumbreht, contradictory and well-established in the scientific community statements that the fashion is determined by the market, and the fact that fashion «expresses something» are described. The author gives examples which show that the fashion and its demonstration, in some cases, can be filled with some meaning. Such concepts as the aesthetic category, and the designer`s taste, can not fully subject to market and economic components. The methodology for the study of the phenomenon of fashion is refined. The possibilities of applying H. U. Gumbreht`s theory for analyze of actual for contemporary scientific discourse of the terms «fashion», its relationship with the concept and the «image». The author comes to the conclusion that the social interest in fashion and its trends can be linked with the needs of creating peculiar image. Theoretical views of H. U. Gumbreht define new directions of explication of the concept of fashion, and the disclosure of the nature of this phenomenon in philosophy.