HAIRSTYLE AS A COMPONENT OF THE ARTISTIC IMAGE IN FASHION SHOWS

Abstract

The article explores hairstyle as an important element in creating an artistic image in the shows of designer collections and famous brands at Fashion Weeks. The purpose of the study is to identify the role of hairstyles in creating an artistic image using examples from collections of famous brands. The methodology is based on an interdisciplinary approach that combines both general methods – analysis, synthesis, and generalization – and methods of figurative- stylistic and formal analysis. The results of the study showed that hairstyles at fashion shows are a key element of the artistic image, which complements the designer’s concept, transforms the model and emphasizes the style direction of the collection. In recent years, a wide variety of hairstyles have been seen on the catwalks – from minimalist and concise to bold and extravagant. Examples of collections of famous brands at Fashion Weeks from 2018 to 2025 are given, in which hairstyles played a significant role in shaping the image, in particular, Armani Prive, Ardazei, Vaishali S., Valentino, Mugler, Victoria Beckham, Miu Miu, Louis Vuitton, etc. Attention is drawn to hairstyles created by famous stylists: Guido Palau, Esther Langham, etc. It is concluded that hairstyles are an essential element of the artistic image of each fashion show and the main attribute in the world of fashion, in addition to clothes, shoes and accessories. The scientific novelty lies in introducing into scientific circulation new data about collections during the last world Fashion Weeks of 2025–2026, identifying the types of hairstyles used by famous brands to create a catwalk look. Practical relevance. The practical significance lies in the possibility of applying the research results in theoretical courses on the history of fashion and hairdressing, as well as in the practices of modern hairstyles and creating artistic images for fashion shows.