ABSTRACT

This chapter explores the key semiotic concepts of clothing in contemporary Russia and answers the questions of what traces of the socialist past still exist and how they inform today's style repertoires of city dwellers. The signs of casualization, however, can be seen in the proliferation of casual brands and low-key and understated vintage fashions that challenge the conspicuous culture of glamour that had previously been popular. The Soviet past still influences the way people dress, and fashion and style repertoires today contain semiotic baggage from the past. A visible shift from modesty as an imperative of socialist times to sexualized femininity can be observed. Soviet women always expressed an interest in looking good throughout the Soviet period despite the shortages and lack of fashionable clothes. Young people are often at the forefront of changes in signs and values. In general, youth fashion can conform with or be in opposition to adult clothing culture.