The study analyses the evolutionary changes in the design of mannequins in the exposition environment of showcases in the retrospective of their use for demonstrating fashion industry products. In this context, the artistic, figurative, stylistic and formative features of mannequin design are identified, and current trends in its development are characterised.
The mannequin design is shown as a complex process of forming autonomous design objects, the design of which requires a comprehensive consideration of consumer requests, trends in the fashion industry and design culture in general. It is proved that the variability of the compositional placement of mannequins in a shop window, their type, the situational nature of the information and visual solutions of the shop windows themselves, and the conceptual and functional tasks of the exhibition environment, in general, determine the approaches to the shaping of mannequins, the level of stylisation of their images and bodies. The study reveals the patterns of such transformations, outlines the stages of significant morphological transformations, and proves that the methodology for designing demonstration mannequins as special exhibition equipment for showcases is undergoing intensive development and has not yet been scientifically.
The study describes how the fashion industry, as a system of production, advertising and distribution of fashion designs, is actively searching for new forms of realisation of its own tasks and in the process of improving the existing forms. The article reveals the interdependence of the commercial component and marketing strategies of the fashion industry with the development of merchandising, in particular, its visual component, which includes window dressing as a specific area of creative work of designers. It has been determined that window dressing is focused on creating an artistically expressive, information-rich exposition environment of showcases in order to enhance communication with consumers of fashion products. To do this, designers use a variety of exposition equipment, among which the mannequin is the most interesting and least studied.
This emphasises the relevance of the research topic. The results of scientific research are undoubtedly important for the fruitful development of this area of creative work and design practices of our time.
The object of the study is window displays for demonstrating fashion industry products in the retrospective of their development. The subject of the study is the evolutionary changes in the design of mannequins, their shaping as special equipment and an integral element of the exposition environment of showcases.
Key words: visual culture, design practices, visual merchandising, window dressing, communication in the fashion industry, brand identification, design object, shaping, stylised figurine, art object of environmental design.
