DESIGNING A FEMALE ELEGANCE MODEL BASED ON THE IDEAS OF MAGGI RUFF

The relevance of the article is due to the fact that the attention of a modern personality is focused on the formation of the image. It helps not only to present it favorably, but at the same time to develop your own individual style. Among the significant components of style is elegance, which contributes to the uniqueness of the personality and its memorization in the environment. In this regard, the aim of the study was an attempt to construct a model of elegance, the analysis of which is built using the phenomenological and systemic approaches. A fairly complete phenomenological description of elegance in the first half of the twentieth century was carried out by the French fashion designer Maggi Ruff. The appeal to the systems approach of R. Barthes helped to create a theoretical construction of elegance, which became the novelty of the undertaken research. The elegance model is based on image (formal aspect) and fashion code (content aspect). In turn, the image of elegance is procedural: it includes the idea of an elegant image-design, realized in the image-embodiment, and the visibility of the latter contributes to the formation of the image-perception both by the person himself and by the people around him. The image of elegance corresponds to the aesthetic standards of the cultural and historical era, and its understanding is made possible thanks to the stories-descriptions using the fashion code. It includes semantic units with a rather abstract character and their metaphorical description (rhetoric). Among the semantic units of elegance, one can distinguish beauty, femininity, taste, life experience and improvisation, which manifest themselves already at the level of an image-concept, as well as chic, quality, well-groomed, additional details (accessories, aroma), clearly presented in the image-embodiment. The above affects the image-perception and its description. Today, there are certain transformations in the understanding of elegance. The intellectual component, harmony and taste gradually begin to disappear in it, and simulations and semantic units unacceptable for elegance (ugliness, absurdity, grotesque, lack of quality, simulative chic, lies) come to the fore. In modern times, knowledge of the features of the elegance model helps not only in building your own image, but also in diagnosing celebrity.