Abstract

The article analyses fashion as a reflex of philosophy of identity in everyday life. Contemporary fashion is not imaginable without postulation of national and/or regional identity. Worldly recognisable French, Italian and other regional fashions show a variety of models that have recognisability. Internationally recognisable as fashion that represents particular national identity it still can be seen as not the only possible its identity version. Contemporary variety in identity models in fashion design are reflecting identity models in general. Identity is understood as changeable and liquid that can reflect aspects of identity depending on participants of interaction. Fashion, differently, is a form of mass communication that does not change the message depending on the receiver.