The poorly investigated problem is analyzed on the basis of the study of the scientific sources for the first time in the domestic science in complex in the dissertation. The style changes in the West-European art culture of the end of ХІХth - beginning of the ХХІth and the features of their influence on evolution of the aesthetic ideal in the culture of the Ukraine are revealed. The aesthetic ideal in the traditions of modelling of the Ukrainian clothes at finding - out of features of objectivity of the aesthetic ideal of the beauty is displayed in the dissertation, the influence of the market relations on the aesthetic ideal of beauty in Ukraine is analysed. It is underlined in the dissertation, that the ideal of the beauty is thought as its highest degree, as perfect. The aspiration to achieve such perfection induces the people to self-perfection, to self-decorating, to attempts of comprehension of the nature and essence of the beauty, its ideal. The Ukrainian philosophers carried out the payment tothe system engineering of aesthetic categories "ideal", "the aesthetic ideal", "perfect" in ontological, gnoseological and methodological aspects (V. Ivanov, M. Kolesnikov, L. Levchuk, V. Lozovyj etc.). The ideal of beauty acts by a subject of consideration in the context of a style and modelling activity in the works L. Dykhnich, Yu. Legenjkyj, S. Chekhovich etc. In the given research of еру concept "style" is considered as the complex welfare phenomenon, which includes a complex intelligence - creative and practically - industrial activities, connected with designing (modelling), manufacturing (manufacture) of clothes and additions to it ("accompanying" products, details), representation of samples (models) to the consumers (presentation), advertising and sale. Shorter all this refers to as modelling business. The carried out research of еру dynamics of the Ukrainian style from the end of ХІХth century expressively confirms the historical evolution of the ideal of the beauty in consciousness of the Ukrainian. Thus chronological "boundaries", original periods of its evolution are revealed: 1) from the end of ХІХth century - to the beginning of the First world war [the 1910th years]; 2) the post-war time - the 20th years of ХХth century; 3) the period before the Second world war [the 30th - the beginning of the 40th years of ХХth century]; 4) the post-war period [the end of 40th - the middle of 60th years of ХХth century]; 5) the period of "stagnation" [the end of 60th - the middle of 80th years of ХХth century]; 6) the modern period [the end of 80th years of ХХth century - the beginning of ХХІth century]. The analysis of the modern tendencies in development of the modelling activity in the independent Ukraine shows their connection with the changes in the Ukrainian society of the representations about the beauty under the action of the modern market relations in this sphere (modelling business) and unprecedented influence of mass media on consciousness of the people. As well as in previous epoch, the style is guided by tastes and taste of the consumers. Nevertheless, as against previous epoch, the modern modelling business does not complicate itself rather by finding - out of the "parameters" of the ideal of the beauty, at the same time it aspires - and not unsuccessfully - to impose these "ideals" to the society according to the quality of the offered "models".
