Men's Costume in the 1960s: "Revolution" or "Evolution"?

The purpose of the article. The 1960s was a breakthrough period for the world fashion – the time where one of the most significant transformations in the men’s costume took place. It is impossible to overestimate the importance of understanding the changes and achievements that occurred in the 1960s, since their results had the greatest impact on contemporary men’s clothing. The article is devoted to the study of the nature of these changes and identification of the “ideological” function in design, which becomes the fundamental one throughout this period. The article provides the basic characteristics of the concept of “revolutionism” in terms of fashion. It also concerns the expediency of using this term in the context of men’s fashion of the specified period. The research methodology. The systematic approach was used to study the changes in the costume of the specified period. The concepts of “revolution” and “evolution” in the context of transformations in men’s clothing were analyzed. A historical review of the use of this term with reference to the costume was provided. A comparative analysis was carried out to determine the results of stylistic and constructive transformations in the 1960s. The scientific novelty of the work lies in the first attempt to study the concepts of “revolution” and “evolution” in the context of men’s fashion in the 1960s in order to identify the peculiarities of the design of the men’s costume and its contribution to the modern fashion industry. The conclusions summarized the nature of the changes in the men’s costume and revealed the “ideological” function of the image through the final rejection of the principle of “beauty for the sake of beauty” in fashion design of the 1960s. It was proved that the aesthetic and technological innovations in the men’s costume which took place in that period had a significant impact on modern men’s clothing