ARTISTIC TRANSFER OF THE UKRAINIAN FOLK SHIRT IN THE 21st CENTURY: GLOBALIZATION AND IDENTITY

Abstract

The Ukrainian folk costume, in a slightly changed, but not lost artistic image, reached the beginning of the 21st century as means of ethnic identification of the Ukrainians in the world, especially in the context of Russia’s military aggression against Ukraine, which began in 2014 and gained full momentum on February 24, 2022. The purpose of the study is to analyze the potential of the artistic transfer of the Ukrainian folk shirt through the prism of a holistic system of human image in the globalized world at the beginning of the 21st century. It is appropriate to use the very concept of a “shirt”, or a “folk shirt”, because the concept of an “embroidered shirt (vyshyvanka)” as such, which is embroidered, somehow narrows its interpretation. Since the shirt was traditionally not only embroidered, but also laced or patterned. The methodology of the study is determined by the specifics of the chosen topic and involves the use of methods of historicism, artistic analysis and theoretical generalization. Scientific novelty. The artistic transfer of the Ukrainian folk shirt in the context of meaningful consumerism and glamor as a social philosophy of the modern period is considered for the first time in modern art history. Due to this, the impact of globalization processes on the development of national and cultural identity of the Ukrainian people was analyzed. Conclusions. In this study, it was found out that the artistic transfer of folk shirt is a process of transferring the assets of material and spiritual culture from previous to future generations. It has been recorded that currently, during the war waged by Russia against Ukraine, the artistic transfer plays an important role in strengthening national consciousness by striving to ethnic identification through a shirt – both created by manufacturers of exclusive items and by brands whose activities are aimed at mass production of shirts that do not always adhere to the canons of creating a traditional shirt as an integral element of costume.