| Summary: | The article considers various aspects of a sociological study on the preferences of the population in fashionable clothes. Based on the well-known scientific literature on fashion as a social phenomenon, Remarks have been made on the need for reconsidering some theoretical position in the post-industrial era, as most of the public life is transferred to the media space, the Internet, and the way celebrities dress becomes the object of intent attention of the mass audience. It has been pointed out that the modern information age has changed the ratio of the importance of individuals by gender in the direction of some increase in the status of the social category of women in public relations, but at the same time their need for self-presentation through fashionable clothes has not decreased. It has been substantiated that applied sociological research in order to study preferences in fashionable clothes of different categories of society can clearly illustrate many characteristics of social life, such as economic, activity, psychological, ideological, etc. Also, the level of interest in fashion can indirectly inform about the level of social consolidation, or the abnormal state of society. In addition to the analysis of theoretical sources, a sociological survey method has been used in the form of a questionnaire (100 women of two age categories have been interviewed). The survey included questions about their preferences for clothing styles in everyday life and about the interest in aesthetics in the clothing of media persons. One of the main results of research is the conclusion that the respondents’ conscious attitude to fashion illustrates a high level of their socialization and socially active attitude to life.
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