M.Com. (Business Management) / The aim of this research study was to suggest the business sophistication levels of the informal sector hairdressing salons in Cosmo City. This aim was achieved through two research objectives, namely; identifying the characteristics that categorise the hairdressing salons as informal sector enterprises under the umbrella of Small, Micro and Medium Enterprises (SMMEs), and determining the business management practices that are currently implemented by the hairdressing salons. South Africa’s informal sector has the potential to contribute towards poverty alleviation and employment amongst the semi–skilled and unskilled poor. However, businesses in this sector apply less developed business management practices as compared to their formal counterparts. Furthermore, the challenges faced by these enterprises in implementing sound business management practices contribute to a lack of sophistication in their business operations, which in turn reduces their performance and sustainability. The adoption of good business management practices can have a significant impact on the performance of an enterprise, as well as on its productivity and output. This is true for an enterprise of any size. As a business becomes more mature in the implementation of business management practices, the longer that enterprise’s sustainability horizon may become. The research was conducted amongst Cosmo City’s hairdressing salon and the data was collected by means of interviewer–administered questionnaires. A total of 24 out of the 36 hairdressing salons that were identified to participate in the research study completed the questionnaires. The study employed a qualitative research approach during the data collection process; however the data analysis was quantitative in nature. In support of the first research objective, it was confirmed that the hairdressing salons operated within the informal sector, specifically in the lower end Business Sophistication Measures (BSM) categories 1, 2 and 3. With regards to the second research objective, it was confirmed that particularly because the informal sector hairdressing salons had low BSM they lacked good business management practices. Due to the size and nature of their operations, low managerial competence and skills, limited business support, small–scale marketing initiatives, the lack of documentation of policies and procedures and inadequately maintained business information; the informal sector hairdressing salons are too undeveloped to embrace good business management practices and as such have lower to low medium business sophistication levels that may prevent further growth and sustainability.

[pt] O mercado de baixa renda tem apresentado um significativo crescimento no seu potencial de consumo. No entanto, o restrito orçamento familiar deste mercado ainda limita o consumo de certos produtos. E mesmo convivendo com essa limitação financeira, muitas mulheres deste grupo consomem produtos que podem ser considerados supérfluos, como produtos de beleza. O objetivo desta dissertação é identificar os valores que levam as mulheres de baixa renda a consumir produtos de beleza. Conduziu-se um estudo exploratório, baseado em entrevistas em profundidade com 17 mulheres. A interpretação das entrevistas, realizada com as técnicas laddering e grupo de focus e com análise de conteúdo, sugere que mulheres de baixa renda, ao comprarem produtos de beleza buscam reconhecimento social, serem respeitadas como indivíduos e, principalmente, auto-estima. / [en] The low-income market has shown a significant growth in its consumption potential. However, the limited family budget in this market have limited consumption of certain products. And even living with these financial constraints, many women in this group consume products that can be considered superfluous, as beauty products. The objective of this dissertation is to identify the values that takes low-income women to consume beauty products. It has conducted an exploratory study, based on interviews with 17 women. The interpretation of the interviews held with the laddering technique, focus group and content analysis, suggests that low-income women into buying beauty products seek social recognition, to be respected as individuals, and especially self-esteem.

Ces travaux entendent soumettre à l’épreuve des textes fin-de-siècle d’Arthur Machen (1863-1947) deux hypothèses : celle d’une appartenance au décadentisme et au symbolisme, d’une part, et celle d’un principe de consistance régulant les tensions qui sous-tendent son œuvre mineure, d’autre part, celle-ci mêlant les pratiques issues des corpus sapientiaux de la Bible et des récits intertestamentaires aux rites thérianthropiques du totémisme primitif. Le syncrétisme entre christianisme et paganisme ainsi que l’oscillation entre ascétisme apollonien et esthétisme dionysiaque reflètent aussi bien la résilience que les pathologies de l’artiste, qui façonne à la manière d’un homo faber des Künstlerromane et des autoportraits révélant sa nature protéenne. Inspirés des multiples courants artistiques jalonnant l’époque victorienne, les textes de Machen composés au tournant du siècle font de lui un auteur difficile à classer et trop souvent étiqueté parmi les écrivains gothiques et fantastiques – indétermination générique notamment due à l’anthologisation de son œuvre et nécessitant un travail de fouille dans des domaines variés tels que l’archéologie, l’anthropologie et l’ethnologie. La nouvelle, le roman par épisodes, le conte et le poème en prose en particulier deviennent des formes expérimentales où les diaristes établissent les prémices de l’écriture automatique des surréalistes. Perçu tantôt comme l’emblème de la contagion héréditaire, tantôt comme le héraut d’une civilisation décadente, l’artiste porte plusieurs masques que parasitent les fausses pistes laissées par l’auteur. Ayant exploré l’hypothèse d’un Machen poète, théologien, puis essayiste et théoricien du Beau, il sera possible, dès lors, de comprendre le décalage qui oppose la fiction et la vie de ce fervent anglican de la Haute Église, de cet époux fidèle qui cultive néanmoins, dans ses textes, des fantasmes paraphiliques, des rêves de l’Orient et de la Grèce ou, au contraire, des itinéraires pénitentiels douloureux régis par une tradition galloise médiévale supposant autoflagellation et jeûnes anorexiques. Loin de représenter un « calice vide », la liturgie devient chez Machen un pouvoir sacré, comme l’atteste la corrélation entre l’humiliation du corps et l’élévation de l’esprit dans The Hill of Dreams. En revendiquant également la richesse d’une culture galloise minoritaire, Machen participe au « Celtic Revival » et compose des chroniques du Gallois déraciné, exilé à Londres, tentant de survivre à un environnement urbain hostile en le reterritorialisant, spatialement et temporellement. / The present study sustains an analogy between the fin-de-siècle texts of Arthur Machen and the aesthetics of Decadence and Symbolism, first, and a principle of consistency regulating the tensions that underlie his minor works – id est, the customs originating from the sapiential corpus of the Bible and the intertestamental narratives being blended with the therianthropic rites of primitive totemism. The syncretism between Christian and Pagan rites and the oscillation between Apollonian ascesis and Dionysiac aestheticism mirror the resilience as well as the pathologies of the artist in his Protean Künstlerromane and self-portraits. Inspired by the numerous artistic currents of the Victorian age, Machen’s turn-of-the-century texts are quite complex to classify and account for the too frequent association made between his style and that of Gothic or Fantastic authors. This generic indetermination, notably triggered by the anthologization of Machen’s texts, requires a work of investigation in diverse domains such as archaeology, anthropology and ethnology. Episodic novels, short stories, tales, and prose poems, in particular, become experimental diaries foreshadowing the Surrealists’ automatic writing. Deemed to be either the emblem of hereditary contagion or the herald of a decadent civilization, the artist wears several masks which are further distorted by the author’s misleading autobiographical hints. After showing that Machen is not only a poet but also a theologian and an essayist and a theorician on aesthetics, it will be possible to understand the discrepancy between the fiction and the life of a fervent High-Branch Anglican, a faithful husband who nevertheless cultivated, in his texts, paraphilic fantasies, dreams of a new Orient and an Ancient Greece, or quite the contrary, extreme penitential itineraries grounded in a Medieval Welsh tradition requiring self-flagellation and anorexic fasting. Far from representing a “chalice empty of wine”, liturgy becomes a sacred power as the correlation between physical losses and spiritual gains in The Hill of Dreams shows. By championing the beauty of a minor Welsh culture, Machen partook in the “Celtic Revival” and wrote the chronicles of uprooted Welsh subjects exiled in the hostile environment of fin-de-siècle London and striving to reterritorialize its spatial and temporal constitution.

Taken as a whole, the purpose of the practical and theoretical components of this research aims to contextualise and present a contemporary fairy tale heroine who recuperates and re-values traditional aspects of femininity within a feminist context.

The content of the Diploma is the introduction and analysis of body image including historical development, cultural and social impacts and the differences of men's and women's images. The marketing view of this problems and the introduction of interesting campaigns in the body image is important as well. In the next part of Diploma I compare two lifestyle magazines from two different countries -- the Czech Republic and Sweden -- with the help of comparative analysis. The aim of the analysis is to compare the meaningful differences between the body images in both countries, which will appear during the research of the magazines. Thanks to evaluation of a lot of categories the very interesting results developed. The most important of them is the fact that a wide range of multinational advertisements appeared in both magazines. In spite of it some cultural and anthropological differences were discovered.

Orientador: Fernando Cury de Tacca / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Artes / Made available in DSpace on 2018-08-26T08:23:45Z (GMT). No. of bitstreams: 1 Jeolas_LuizCarlosSollberger_D.pdf: 126246647 bytes, checksum: 505828c024893f274e07b537a691cb82 (MD5) Previous issue date: 2014 / Resumo: O objetivo desta pesquisa foi o de depreender convenções estéticas matizadas pela produção e circulação de um conjunto de imagens corpóreas de misses. Interponho ao projeto o conceito, por mim elaborado, de síndrome fotográfica de misses ¿ conjunto de sinais e sintomas resultantes dos processos de observações cinestésicos e sinestésicos das candidatas colaboradoras. Reinterpretei as observações e as reincorporei aos ensaios fotográficos depreendidos dos tri/binômios: miss deficiente visual travesti, miss travesti e miss mulher. Iniciei a pesquisa revolvendo bancos de imagens, álbuns de fotografias pessoais, revistas, sites e minha própria participação como fotógrafo documental em alguns desses eventos. Além disso realizei entrevistas com elas para sub-objetivar suas trajetórias de vida materializadas nas imagens aqui presentes. Através do conceito de síndrome fotográfica aproximei a dinâmica do ensaio fotográfico ao textual, ora pela ficcionalidade controlada, ora pela foto-etnografia, tentando não perder de vista o rigor em conceituar as devidas referências bibliográficas sem, entretanto, fixá-las. Um esforço em zelar pela fruição e polissemia entre texto e imagem resultantes da pesquisa. O resultado final sugerido pelo formato de um Novo Testamento, que também significa "boas novas", busca desestabilizar, pela inversão cronológica das trajetórias de vida neles constantes, a ideia de que esses concursos ou performances são anacrônicos ou apócrifos. A convenção sobre o anacronismo desses jogos de beleza que, via de regra, ocorrem em Centros de Convenções ou ginásios de esportes, refere-se ao formato dos concursos e, portanto, neles se encerra. Anacrônico ou convencional podem ser os eventos ou as performances estéticas dos corpos, mas o mesmo não se pode dizer dos conteúdos corpóreos contingentes em disputa. Hoje, exatos 150 anos depois do primeiro concurso de beleza da era moderna e dos mais de 3000 concursos oficiais espalhados mundo afora, audiência que só perde para a do futebol, esses concursos se revelaram e se revelam indissociáveis do advento do daguerreótipo e da fotografia, respectivamente. Se justapõem. Neles, "modelos" de beleza fruíram, replicaram e transformaram, em boa medida, arquétipos e tipos, através da intermitente fricção das imagens agenciadas nas trajetórias de vida das misses que instituíram "boas novas" visibilidades através de performances sempre políticas / Abstract: The aim of this research is to infer aesthetical conventions hued by the production and circulation of a set of corporeal images from participants in beauty contests (misses). In this project, I interpose the concept, elaborated by me, of photographic syndrome of misses ¿ a set of signs and symptoms resulting from synesthetic and synaesthesic processes of observations of the candidates who collaborated in the research. I reinterpret those observations and reinsert them in my photographic essays produced on the tri/binomials: miss visual impaired transvestite, miss transvestite and miss woman. I have started the research by searching about image banks, personal photographic albums, magazines, websites and my own participation, as one of these events¿ documentary photographer. Besides that, I interviewed the misses in order to sub-objectify their trajectories of life embodied in the images presented here. Through the concept of photographic syndrome I bring the dynamics of the photographic closer to the textual essay, sometimes by means of a controlled fictionality, sometimes through photo-ethnography, always looking for a rigorous conceptualization of the appropriate bibliographic references, and yet without making them steady. There was an effort to keep an observant eye on the fruition and polysemy between the texts and images resulting from the research. The final result suggestive of the format of a New Testament, which also means "good news", aims at destabilizing, by the chronological inversion of life trajectories it comprises, the idea that they are anachronic or apochryph contests or performances. The convention about the anachronism of these beauty contests ¿ which usually occur in Convention Centers or sports gymnasiums ¿ refer to the format of these contests and therefore are circunscribed by it. Anachronic or conventional might be the events or aesthetic performances of the bodies, but the same can¿t be said about the corporeal content in dispute. Today, exact 150 years after the first beauty contest of the modern era and after more than three thousand official contests held worldwide, with an audience that only loses for football, these contests revealed themselves inseparable from the advent of the daguerreotype and the photography, respectively. They are closely juxtaposed. These "standards" of beauty fructified, were replicated and have deeply changed archetypes and types, through the agency of recurrent friction of images in the course of their lives, which established "good new" visibilities through their always political performances / Doutorado / Artes Visuais / Doutor em Artes

Made available in DSpace on 2016-01-26T18:49:37Z (GMT). No. of bitstreams: 1 DISSERTACAO_EDUCACAO_AdrianaMagro_fev07.pdf: 1313948 bytes, checksum: 856a71f21adfffbd7c7d4077851be126 (MD5) Previous issue date: 2006-08-17 / The aim of this work is to disclose the aesthetic question in non formal social environments. Doing so, I will be given aesthetic a facilitative character that can help us understand and interpret the past and present moment, as well as ourselves through a process of self-reflection. In order to analyze the question mentioned above, I have worked, as a starting point with teenagers aged between 11 and 16, currently enrolled in a formal school, who before or after their regular classes join a non-formal education group. I have asked them to take pictures of what they considered beautiful in their homes and their everyday lives. It is not about finding a vague unreachable beauty; it is about finding it in their lives. What was found in the life of these teenagers called our attention. I was able to observe, through the images grasped by the camera, that to these adolescents, the concept of beauty is attached to their daily routine, as well as to social memories. There is always a sentimental reference of beauty related to themselves, other members of the family and useful objects. So, they bring backyards, living rooms, kitchen cupboards, walls, plants in vases, real and artificial flowers, dogs, cats, pigs, birbs, televisions, computers, small cans, lunettes, the bible, books, trees, desires, memories, feelings of safety, anyway, a world called home and the window view outside. The fine-arts are able to build this thoughtful critical eye, work with all those who interact with them, in a path of learning, criticism and contemplation / Este trabalho tem por objetivo revelar a questão estética no cotidiano dos ambientes educacionais não formais e seu valor educacional. Dessa forma, confiro à estética um caráter facilitador que pode nos ajudar a compreender e a interpretar o passado, a realidade presente e a nós mesmos em processo de auto reflexão. Para análise da questão, tomei como base adolescentes entre 11 e 16 anos que freqüentam a escola formal e, no contra-turno escolar participam de um grupo de educação não formal. No trabalho solicitei que eles fotografassem o que viam de belo em seus lares, em seu cotidiano. Não se trata de uma beleza vaga inalcançável, mas de encontrá-la no dia-a-dia, imprimir nos objetos que o cercam este sentido e assim registrá-los. O que chamou a atenção foram as relações de beleza encontradas na vida diária desses adolescentes. Nas imagens feitas, observei que o belo para eles está ligado ao cotidiano e às lembranças do social. Há sempre uma referência sentimental de beleza em relação a si mesmos, a outros membros da família e aos objetos úteis. Assim eles trazem quintais, salas, armários de cozinha, paredes, plantas em vasos, flores naturais e artificiais, cães, gatos, porcos, bois, passarinhos, televisores, computadores, latinhas, luneta, Bíblia, livros, árvores, desejos, lembranças, segurança, enfim, o mundo chamado sua casa e a visão da janela para fora dela. As artes têm a capacidade de trabalhar esse olhar pensante, de atuar com todos os que delas se utilizam, numa direção de aprofundamento, de aprendizado, de crítica e de contemplação

Made available in DSpace on 2016-07-18T17:54:11Z (GMT). No. of bitstreams: 1 DISSERTACAO_EDUCACAO_AdrianaMagro_fev07.pdf: 1313948 bytes, checksum: 856a71f21adfffbd7c7d4077851be126 (MD5) Previous issue date: 2006-08-17 / The aim of this work is to disclose the aesthetic question in non formal social environments. Doing so, I will be given aesthetic a facilitative character that can help us understand and interpret the past and present moment, as well as ourselves through a process of self-reflection. In order to analyze the question mentioned above, I have worked, as a starting point with teenagers aged between 11 and 16, currently enrolled in a formal school, who before or after their regular classes join a non-formal education group. I have asked them to take pictures of what they considered beautiful in their homes and their everyday lives. It is not about finding a vague unreachable beauty; it is about finding it in their lives. What was found in the life of these teenagers called our attention. I was able to observe, through the images grasped by the camera, that to these adolescents, the concept of beauty is attached to their daily routine, as well as to social memories. There is always a sentimental reference of beauty related to themselves, other members of the family and useful objects. So, they bring backyards, living rooms, kitchen cupboards, walls, plants in vases, real and artificial flowers, dogs, cats, pigs, birbs, televisions, computers, small cans, lunettes, the bible, books, trees, desires, memories, feelings of safety, anyway, a world called home and the window view outside. The fine-arts are able to build this thoughtful critical eye, work with all those who interact with them, in a path of learning, criticism and contemplation / Este trabalho tem por objetivo revelar a questão estética no cotidiano dos ambientes educacionais não formais e seu valor educacional. Dessa forma, confiro à estética um caráter facilitador que pode nos ajudar a compreender e a interpretar o passado, a realidade presente e a nós mesmos em processo de auto reflexão. Para análise da questão, tomei como base adolescentes entre 11 e 16 anos que freqüentam a escola formal e, no contra-turno escolar participam de um grupo de educação não formal. No trabalho solicitei que eles fotografassem o que viam de belo em seus lares, em seu cotidiano. Não se trata de uma beleza vaga inalcançável, mas de encontrá-la no dia-a-dia, imprimir nos objetos que o cercam este sentido e assim registrá-los. O que chamou a atenção foram as relações de beleza encontradas na vida diária desses adolescentes. Nas imagens feitas, observei que o belo para eles está ligado ao cotidiano e às lembranças do social. Há sempre uma referência sentimental de beleza em relação a si mesmos, a outros membros da família e aos objetos úteis. Assim eles trazem quintais, salas, armários de cozinha, paredes, plantas em vasos, flores naturais e artificiais, cães, gatos, porcos, bois, passarinhos, televisores, computadores, latinhas, luneta, Bíblia, livros, árvores, desejos, lembranças, segurança, enfim, o mundo chamado sua casa e a visão da janela para fora dela. As artes têm a capacidade de trabalhar esse olhar pensante, de atuar com todos os que delas se utilizam, numa direção de aprofundamento, de aprendizado, de crítica e de contemplação

Submitted by Jakeline Ortega (jakortega@unoeste.br) on 2016-08-12T13:50:40Z No. of bitstreams: 1 NARDA_DISSERTACAO-VERSAOFINAL (1).pdf: 6146402 bytes, checksum: 6afb05a9971dd10a7d9c2f6122783e9b (MD5) / Made available in DSpace on 2016-08-12T13:50:40Z (GMT). No. of bitstreams: 1 NARDA_DISSERTACAO-VERSAOFINAL (1).pdf: 6146402 bytes, checksum: 6afb05a9971dd10a7d9c2f6122783e9b (MD5) Previous issue date: 2016-03-31 / This Master's thesis, linked to the Postgraduate Diploma in Education UNOESTE Program, presents research on the concepts of body and beauty, and their entanglements with gender relations as statements and expressions of boys and girls of four and five years members of an Infantile Education Institution in the city of Ribeirão Claro - Paraná. Bring the general objective: To identify and analyze the social and cultural mechanisms related to gender, in which produce the differences, hierarchies and subordination in relations between boys and girls. Among the specific objectives of this research are: Identify the expressed body images in visual artifacts present in materials in educational activities experienced by the children of early childhood education; Ascertain the lines on the body expressed by children and what criteria and cultural references are anchored their ideals for body beauty attributes of boys and girls; Investigate their conceptions of femininity and masculinity, from the reading they do the body images they are given to do; Analyze what are the meanings and judgments that children express for what is "beautiful body" and "ugly body" and what your links and / or implications in their gender representations. To achieve the results were perpassados problematizations paths that were about childhood, body, gender and visual culture based on dialogue with cultural studies and sociology of childhood. Besides the presentation of theoretical studies, this text spoke on the comments and dynamics made with the children during the search and his lines on the body, beauty, boy and girl. The methodology was based on historical-cultural studies and ethnography, so that the researcher was present in the context of the actions under consideration and kept a note attentive to details of spatial composition, its uses and the relationships that are established between the children in place. There were moments of interaction between the researcher and the children, and the application of a questionnaire for the parents and the use of semi-structured interviews for teachers and parents. I conclude this research by stating that children of very subtly escape adult power networks within the school environment, seeking to experience their bodies in different ways and experience different situations with its own rules, created within their children's cultural universes, ie , now on the line, now misaligning. / Esta dissertação de Mestrado, vinculada ao Programa de Pós-Graduação em Educação da UNOESTE, apresenta a investigação sobre as concepções de corpo e beleza, e seus entrelaçamentos com as relações de gênero, conforme pronunciamentos e manifestações de meninos e meninas de quatro e cinco anos integrantes de uma Instituição de Educação Infantil no município de Ribeirão Claro - Paraná. Trago como objetivo geral: Identificar e analisar os mecanismos socioculturais relacionados ao gênero, em que se produzem as diferenças, hierarquizações e subordinações nas relações entre meninos e meninas. Dentre os objetivos específicos da presente pesquisa estão: Identificar as imagens corporais expressas em artefatos visuais presentes em materiais nos espaços educacionais vivenciados pelas crianças da Educação Infantil; Averiguar as falas sobre o corpo expressas pelas crianças e em que critérios e referências culturais se ancoram seus ideais para os atributos de beleza corporal de meninos e meninas; Investigar suas concepções de feminilidade e masculinidade, a partir da leitura que elas fazem das imagens do corpo que lhes são dadas a ver; Analisar quais são os significados e juízos que as crianças expressam para o que seja “corpo belo” e “corpo feio” e quais seus vínculos e/ou implicações em suas representações de gênero. Para o alcance dos resultados, foram perpassados caminhos de problematizações que versaram sobre a infância, corpo, gênero e cultura visual, com base no diálogo com os estudos culturais e a sociologia da infância. Além da apresentação dos estudos teóricos realizados, este texto discorreu sobre as observações e dinâmicas realizadas com as crianças durante a pesquisa e suas falas sobre corpo, beleza, menino e menina. A metodologia foi pautada nos estudos histórico-culturais e na etnografia, de modo que a pesquisadora esteve presente no contexto das ações em estudo e manteve uma observação atenta aos detalhes da composição espacial, de seus usos e das relações que se estabeleciam entre as crianças no lugar. Ocorreram momentos de interação entre a pesquisadora e as crianças, além da aplicação de um questionário para os pais e do uso de entrevistas semiestruturadas para professores e pais. Concluo esta pesquisa ao afirmar que as crianças de forma muito sutil escapam de redes de poder adulto dentro do espaço escolar, na busca por experimentar seus corpos de diferentes formas e vivenciar diferentes situações com regras próprias, criadas dentro de seus universos culturais infantis, ou seja, ora na linha, ora desalinhando.

Sous le règne de Catherine II, l’Empire continue une rapide modernisation de son économie et de son système administratif et social. A la Cour comme en ville, les Russes adoptent naturellement l’habillement européen ; l’évolution des modes impacte la société. Cependant, les habits, les chaussures, les coiffures ne constituent que la partie émergente de ce que les contemporains placent sous le pouvoir de la mode. Au siècle des Lumières les changements perpétuels des goûts embrassent tout l’univers des mœurs, y compris le langage, les coutumes, les sentiments, et même les maladies. Bien que dans les tendances culturelles de la Russie du XVIIIe siècle la quête de l’identité nationale soit aussi perceptible, l’influence des Européens est déterminante. C’est pourquoi la thèse vise à inscrire la mode russe dans l’histoire du costume en Occident. J’étudie la mode comme fruit des échanges interculturels et privilégie l’optique comparatiste. Le premier volet se consacre aux images et aux textes français, anglais et allemands qui ont contribué à la formation du goût russe. Dans un second temps, l’analyse porte sur les notions d’être élégant, attractif, beau, et sain, que celles-ci soient représentées dans l’espace littéraire ou dans la vie de tous les jours. Le troisième volet aborde la dynamique de la mode et éclaire les pratiques qui la mettent en mouvement : l’invention de nouveaux modèles, l’acquisition d’objets du luxe, et surtout les voies de diffusion de l’information. / During the reign of Catherine II the Empire continues to develop its economic and social spheres and government system. Both the court nobility and the townspeople adopt Europen lifestyle, manners and fashion, learn foreign languages. In fact, clothes and hairstyles were only a small part of fashion for an 18th century person. Transformation of trends and tastes affected the language, customs, emotions and even illnesses. Fashion’s contribution to the development of social processes raises the question: what patterns affected the Russian culture, which was looking for new standards of behavior and ideal of appearence. That is why it is so important to include the history of Russian fashion in the history of European dress. Using comparative study methods I study fashion as a product of cross-cultural exchange, transfer of ideas. The first direction of my work includes studying the texts in English, French, German, which affected the formation of Russian style. The second direction is analysis of the terms "elegant", "beautiful", "attractive", "healthy" both in literature, and in everyday life. The third direction of my work is about the dynamics of fashion: invention of new devices, purchasing goods and, most importantly, spread of information about the changes.