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Файл:The Academy of Art and Design. Учебное пособие
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Министерство науки и высшего образования Российской Федерации
Федеральное государственное бюджетное образовательное учреждение
высшего образования
«Оренбургский государственный университет»
Баймуратова У.С., Белова Н.А.
THE ACADEMY OF ART AND DESIGN
Учебное пособие
Рекомендовано ученым советом федерального государственного бюджетного
образовательного учреждения высшего образования «Оренбургский
государственный университет» для обучающихся по образовательной
программе высшего образования по направлению подготовки 54.03.01
Дизайн
Оренбург
2024
УДК 811.111:687(075.8)
© Баймуратова У.С.,
Белова Н.А., 2024
© ОГУ, 2024
ББК 81.432.1я73
Б18
Рецензент – кандидат филологических наук Минеева М.В.
Баймуратова, У.С.
Б18 The Academy of Art and Design: учебное пособие / У.С.
Баймуратова, Н.А. Белова; Оренбургский гос. ун-т.– Оренбург:
ОГУ, 2024. – 128 c.
ISBN
Учебное пособие включает текстовые материалы, систему
упражнений и иллюстрации, способствующие погружению в
иноязычный профессиональный дискурс в области дизайна и моды.
Комплекс упражнений направлен на усвоение лексического материала
по темам и на отработку навыков его применения в устной и
письменной речи.
Данное пособие предназначено для обучающихся по программам
бакалавриата направления подготовки 54.03.01 Дизайн в рамках
учебной дисциплины «Иностранный язык». Пособие также может быть
рекомендовано всем углубленно изучающим английский язык.
УДК 811.111:687(075.8)
ББК 81.432.1я73
ISBN
2
Содержание
Введение ................................................................................................................... 4
Unit 1. FASHION IS A FORM OF ART ................................................................. 6
Unit 2. HOW TO BECOME A FASHION DESIGNER ........................................ 17
Unit 3. HOW TO WRITE A FASHION DESIGNER CV?.................................... 26
Unit 4. TOP FASHION DESIGNERS OF ALL TIME ......................................... 37
Unit 5. EVOLUTION OF RUSSIAN CLOTHING ................................................ 51
Unit 6. COLOUR THEORY AND COLOUR WHEEL FOR CLOTHES ............. 64
Unit 7. THE AMAZING HISTORY OF SILK FABRIC ....................................... 76
Unit 8. HOW THE BUTTON CHANGED FASHION .......................................... 88
Unit 9. FASHION MAGAZINES ......................................................................... 101
Unit 10. FASHION INNOVATION: TECHNOLOGIES CREATING THE
FUTURE OF FASHION ....................................................................................... 111
Список использованных источников ................................................................ 124
Appendix A ........................................................................................................... 127
3
Введение
Учебное пособие «The Academy of Art and Design» предназначено для
студентов первого и второго курсов, обучающихся по программам высшего
образования по направлению 54.03.01 Дизайн в рамках программы учебной
дисциплины «Иностранный язык», и направлено на формирование
компетенции УК-4 «Способен осуществлять деловую коммуникацию в
устной и письменной формах на государственном языке Российской
Федерации и иностранном(ых) языке(ах)», а также решение следующих
учебных задач:
- углубить имеющиеся навыки владения иностранным языком;
- сформировать умение читать, понимать и переводить тексты на
профессиональные темы;
- уметь общаться на бытовые и профессиональные темы;
- владеть навыком устного и письменного общения в ситуациях
деловой коммуникации.
Пособие состоит из 10 тем, соответствующих пяти разделам рабочей
программы дисциплины, для обеспечения аудиторной и самостоятельной
работы студентов во 2 и 3 семестрах. Все представленные темы имеют
единую структуру: основной текст для чтения, упражнения, обеспечивающие
закрепление материала по тематической лексике и упражнения по
грамматике.
Текстовый материал пособия представлен аутентичными статьями,
раскрывающими понятие моды как вида искусства («Fashion is a form of
art»), затрагивающими вопросы, как стать известным дизайнером («How to
become a fashion designer»), как написать резюме дизайнера («How to write a
fashion designer CV»), рассказывающими о самых известных фешн-
дизайнерах всех времен («Top fashion designers of all time»), истории и
эволюции одежды в России («Evolution of Russian clothing»), теории цвета и
цветовом круге («Colour theory and colour wheel for clothing»), истории шёлка,
пуговиц и журналов мод («The amazing history of silk fabric», «How the button
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changed fashion», «Fashion magazines»), инновации в сфере моды («Fashion
innovation: technologies creating the future»).
Послетекстовые упражнения направлены на формирование указанной
выше компетенции для решения стандартных задач профессиональной
деятельности дизайнера с учетом требований информационной и
библиографической культуры и информационной безопасности и
представлены следующими видами: вопросно-ответные упражнения с
извлечением информации из текста; далее изучается активный словарь, куда
входит профессионально маркированная лексика; упражнения на познание
способов словообразования, которые эффективно расширяют словарный
запас, так как умение видеть морфемный состав лексемы помогает легче
понять незнакомое слово; упражнения на понимание прочитанного с
использованием изученной лексики. Задания со звездочкой (*) на перевод
тематических предложений с русского языка на английский носят
рекомендательный характер, выбор их выполнения обусловлен уровнем
владения обучающимися языком. Упражнения коммуникативного характера
содержат разговорные формулы, главным предназначением которых
является помочь обучающимся выразить свои мысли в естественной
языковой форме.
Самостоятельная работа студентов заключается в подготовке ответов к
тематическим викторинам, при этом рекомендуется пользоваться
дополнительной литературой и ресурсами интернета. Данный вид
деятельности способствует проявлению исследовательских способностей
обучающихся и их мотивации к изучению английского языка.
В конце каждой темы содержится грамматический раздел с
упражнениями на материале соответствующей темы.
В приложении вынесена таблица с грамматическими временами
английского языка.
5
Unit 1. FASHION IS A FORM OF ART
I. Read the text and answer the questions below.
“What is fashion?” It’s not that easy to answer this question, because it
expresses different things to different people. Generally, fashion refers to the
change in style of garment. Fashion is a style that takes place on a body or face or
an appearance that varies from person to person, day to day, time to time. It
essentially involves change defined as a succession of short-term trends or fads.
The term “fashion” is used by practitioners and academics to generally refer
to an industry which widely includes several sectors: textile, clothing, leather,
knitwear, accessories, sunglasses, cosmetics, and jewelry. Generally, fashion is a
popular style or practice, especially in clothing, footwear, accessories, makeup,
body, or furniture. It comes from a Latin word “Facere” which means “To Make”.
We can simply explain fashion as an art. Fashion expresses someone feelings. It
also refers to the newest creations of textile designers.
Fashion is a natural instinct in people. Men and women are fond of adorning
themselves to look more attractive and unique. If a particular style is accepted by a
particular group of people (fairly large group), over a sufficient length of period
(fairly large period), it is called ‘fashion’. Many fashions can also coexist.
Fashion has a profound impact on the world, not just in terms of personal
style, but also in terms of the economy, culture, and technology. The fashion
industry is a multi-billion-dollar global enterprise, employing millions of people
and encompassing a wide range of industries, including design, production, retail,
and marketing. The industry is constantly evolving, and adapting to new trends,
technologies, and consumer demands.
Fashion trends come and go, but some styles and designs endure, becoming
classic staples that are incorporated into modern fashion. At the same time, new
designers and artists are constantly pushing the boundaries of what is considered
fashionable, creating bold and innovative designs that challenge conventional
norms and inspire new trends [26].
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Classification of Fashion:
For knowing fashion elaborately, learning about classification is very
important. A fashion expert knows fashion apparel as a unique product, one that
reflects self-concept, life-style, change, time and place.
The duration of fashion’s importance is a very critical for fashion designers
or manufacturers. A fashion can be brief or of long duration. Once having
identified characteristics of fashion, a designer is in a position to assess a fashion
importance to the retail inventory.
Fashion is classified into many types, such as:
style;
basic or classic;
fad;
fashion forecasting;
trends.
We can describe the fashion classification in the following way:
1. Style:
Style is always constant. It is not changeable like fashion. It is the
modification of fashion. Style is the basic outline of any garment. It is a manner of
doing something. It commonly refers to one’s fashion or outer appearance. Style
word is very popular in fashion. Style is unique but when it is accepted by others
then it is called fashion.
So, style is a particular way of doing something and when it comes to
fashion it means how an individual is reflecting oneself in front of others. Style in
fashion refers to a particular look or mode of dress that is unique to an individual
or cultural group. Style encompasses a wide range of elements including clothing,
accessories, hair, makeup, and body language. It is a reflection of one’s
personality, mood, and cultural influences. It is the manner of creating the elements
of fashion. For example, if one is wearing a saree with a high-neck blouse it is her
style, but when other people admit it and take it as a style it becomes the fashion.
So, style begets fashion and is taken as a unique manner of fashion.
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2. Basic or Classic:
When a fashion is comparatively constant or long lasting or continuing for
many days, such as saree and salwar kameez, it is called Basic or Classic. The
saree and salwar kameez are part of fashion scenery. A customer has one or more
in his wardrobe, to be worn to suit different occasions. In certain times, the basic
becomes the most important promotable fashion, but, in or out, they remain as a
part of the fashion scene.
3. FAD:
FAD, sounds like fading, right? But FAD in fashion refers to “Fast Fashion”.
It is a phenomenon where new styles and designs are quickly produced and
brought to the market to meet consumer demand for the latest fashion trends. The
fast fashion industry often prioritizes profit over sustainability and ethical
production practices. For example, in the 21st century, oversized fashionable wears
were so in trend that every garment was eager to produce more and more oversized
clothes like T-shirts, hoodie, drop shoulders, etc.
FAD is a more uncertainly word for a fashion designer, because it can make
a designer’s life more interesting or tenser. Sometimes something appears on the
fashion scene that captures the imagination, only to fizzle out in short duration.
After all, FAD can be denoted as a short lived fashion, staying for a very
little duration of period or time, acceptable by only a certain group of people. In
maximum time it is very costly and every one cannot afford to buy it.
4. Fashion Forecasting:
Fashion forecasting is the prediction of mood, behavior and buying habits of
the consumer that focuses on upcoming trends. It is a very important part of
fashion scene because when a new garment is designed by a designer and worn, it
will not create fashion by itself. It needs to spread fashion with different media.
Fashion forecasting is commonly done by many communicating media, such as,
fashion shows, cinema, newspapers, press, fashion magazines and window display.
Generally, fashion forecasting includes:
consumer research;
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surveys;
in-store informal interviews;
consumer focus groups;
market research;
fashion trends;
shopping;
evaluating the collections;
sales records;
trend for target markets.
5. Fashion Trends:
Fashion trend is the most changeable term in fashion. It is the styling ideas
that major collections have in common. Fashion trends are influenced by several
factors which include economical, political, social and technological ones. Fashion
forecasters can use this information to help determine growth or decline of a
particular trend. Sometimes a new trend appears in small doses until it spreads to
other collections. As the mass media notices similarities between collections and
highlights them, the media exposure also helps to establish the trends. But if the
market becomes flooded with a new trend, consumers may react negatively to the
overexposure.
Fashion trend means what kind of fashion style is popular right now. There
are so many fashion elements in everyday wear such as clothing, jewelry,
accessories, shoes, etc., and not every style is popular for a time. Sometimes long
sleeves in a top become popular, sometimes mid sleeves. Numerous factors, such
as those related to the economy, politics, society, and technology, have an impact
on fashion trends. This data can be used to predict a trend’s growth or decrease by
fashion forecasters. Media exposure also helps in the establishment of trends since
it shows commonalities between collections that the media observes. However, if a
new trend overexposes the market, customers may become adversely affected.
All of these factors classify what fashion is. Fashion is a deeply personal and
individual experience. It is about finding a style that feels authentic and reflective
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of one’s tastes and personality and wearing it with confidence. Whether you are
dressing up for a special occasion, or simply exploring your style, fashion is a
powerful form of self-expression that can bring joy, confidence, and creativity to
our lives. But still, fashion refers to the individual; it is the personal taste of
portraying oneself in the world. There can be fashion trends, styles, and manners
but it is not obvious that one should maintain them. Fashion also emphasizes one’s
freedom and taste individuals according to their culture and identity [25].
Discussion questions
1. What is fashion?
2. What is the description of fashion?
3. What are the characteristics of fashion?
4. What is the classification of fashion?
5. What are 3 main fashion categories?
6. What is the classification of fashion forecasting?
7. Are there different types of fashion?
8. What are the sources of fashion?
9. What is the difference between fashion and style?
10. What is the difference between fashion and trend?
11. What are the factors affecting fashion?
12. Who determines fashion?
13. Why does fashion change?
14. What is the main purpose of fashion?
15. How does fashion influence society?
Vocabulary section
II. Transcribe and translate words and expressions below into Russian.
Garment, to take place, short-term trend, leather, knitwear, jewelry, to come
from, to look more attractive, a sufficient length, to coexist, a profound impact,
retail, to push the boundaries, to inspire, fashion apparel, outer appearance, to
encompass, to fizzle out, fashion forecasting, media exposure, subsequent
collections, to maintain.
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