Elements of Ukrainian Ethnocultural Heritage in the Image of a Contemporary Woman of the 21st Century

The purpose of the article is to display the results of the research and experimental stages of the project concerned with the search for effective methods of forming the image of a contemporary woman, based on the synthesis of elements of Ukrainian ethnocultural heritage and those representing fashion trends. The research provides the analysis of the influence of the Ukrainian national costume on the image of a contemporary woman, outlines characteristics of the tendency towards integration of Ukrainian cultural heritage with elements of modernity in the work of contemporary fashion designers, and suggests an approach to creating the image of a contemporary woman of the 21st century, based on harmonic transfer of elements of the Ukrainian ethnic costume into the modern fashion environment. The experimental stage involves the results of using the suggested methods in the process of creating the image of a contemporary woman of the 21st century. The methodology of the research was based on the approach to the Ukrainian cultural heritage as a creative primary source for the development of the modern female image, which was made possible by using morphological analysis and synthesis of elements of Ukrainian national clothes and those representing fashion trends. The scientific novelty of the work consists in detailed interpretation of the process of creating the female image with the use of ethnic motives, typification of characteristic elements of the Ukrainian national costume according to the regions of their origin with further selective filtration with respect to their compatibility with fashion trends, and the introduction of seasonal color analysis into the algorithm of creating the image of a woman. Conclusions. Fashion designers of the new generation show tendency for convergence of ethnic motifs with elements of a new lifestyle, which can be used effectively in order to create innovative methods for modeling the image of a contemporary woman of the 21st century. The method of modified morphological analysis and synthesis was used with the aim of transposing elements of the Ukrainian traditional female image into the image of a contemporary woman in compliance with the results of seasonal color analysis. Experiments proved that using the suggested methods of modeling the female image in the modern fashion environment enhanced its attractiveness, adding freshness of viewpoint and charm, which have been perfected through centuries-old Ukrainian folk traditions