Ethnics in modern fashion: sociological aspects of the popularity of ethnic clothes

The article is devoted to the study of sociological aspects of the popularity of ethnic clothes. In the context of the sociological characteristics of fashion, the article considers ethnics as a phenomenon of modern culture and ethnic style as a manifestation of ethnic dress. The authors differentiate the concepts "national style", "folklore style" and "ethnic style". Ethnic style in a sense inherited the protest mood of contraculture but without the antisocial pathos. And while young people under 20 are more likely to aim to stand out and position themselves as part of a certain reference group of non-conforomists, older people are driven by a deeper desire to preserve and assert their ethnic identity in a rapidly globalizing world, and/or commitment to a healthy lifestyle. Ethnic style actively penetrates into high fashion, but the motives for the use of etnoturistic well-known fashion designer are different. Ethnic style has a creative advantage of the diversity, which is so not enough standardized clothing of today. In addition, the ethnic style has a pronounced integrity and vitality, through which he is recognized. Therefore, some ideas of the ethnic style have always created live and new images. On the basis of the concept of "collective selection" by Herbert Bloomer, the authors model the way of social functioning of the ethnic style as a fashion trend.