Kuts G. Fashion phenomenon: ontological status and philosophical-anthropological foundations

The object - a fashion phenomenon as a cultural and historical integrity. The aim - an exposure of ontological and philosophical-anthropological foundations of the fashion phenomenon. Methods - a complex of cognitive methods, among of which the ontological approach within the limits of unclassical ontology, method of analogy, evolutionary approach and comparative method are marked out. Theoretical results and their novelly - the fashion phenomenon is explicated as a method of modernizing the culture, the fashion substance is in "expansion" of the present, in fixing man's attention upon vital plenitude of the instant. It is argued that those samples acquire features of "fashionability", which have passed the simplification stage (which made them accessible), and produce high interest due to their novelty and unusualness. The practical application - a training of new academic courses for philosophical series of disciplines. The sphere of use - results of research can become a methodological set of instruments in the practice of fashion prognostication (in the sphere of publicity, clothes,PR-technologes etc.).