Information design of fashion publications as a practice of artistic design: history of formation and prospects

Abstract

The article is devoted to the history and prospects of information design of fashion publications as a practice of artistic design. The example of creating a fashion publication design justifies the relevance and originality of the idea, creativity in the choice of technique and awareness of the properties of the material for performing illustrations, which are important under the conditions of careful and consistent filling of the main composition. The loyal attitude of modern visual culture of graphics to art trends does not limit the artist in choosing the proportions of the publication structure. The external design of a fashion publication is a key element, because it is the cover that forms the first impression and decides whether the publication will attract the attention of a potential reader. The design should reflect the style, concept and target audience of the publication, combining aesthetics with practicality.

The study is the first to carry out a holistic analysis of information design not only as a tool of visual communication, but as an artistic practice that integrates graphic solutions, taking into account the specifics of fashion publications. The article reveals the peculiarities of the interaction of design and content in fashion publications, and also proves that information design in this context is a chain between the aesthetics of fashion and its content for forming the style and brand of the publication. Therefore, today, successful examples of fashion publication design are Vogue with minimalism in typography, Harper's Bazaar with a logo as an element of composition, Dazed & Confused with intriguing photography, and the Ukrainian publication L'Officiel Ukraine with a harmonious combination of fashion and art. The study systematizes the historical development of fashion publications and outlines their classification. The historical and cultural formation of the artistic and design activity of fashion publications as an object of design is substantiated. Thanks to the use of graphic design tools, the fashion designer chooses methods and techniques, in this regard, the external design of a printed publication is able to perform advertising functions: to provide the user with a general information design regarding collections, to form demand, to take into account the aesthetic needs of the target audience along with the features of the internal structure, to create a first impression of the publication.