Аннотация: In the lens of the study, the achievements of world cinema, literary works and mythology of ancient Greece and Rome, images of art and modern fashion, viewed through the prism of research materials by Carl Gustav Jung and adaptations of his work by Carol Pearson and Margaret Mark. The subject of the research is the social and political life of the world community and the professional activities of the fashion houses Calvin Klein, Max Mara, Michael Kors and Loro Piana, considered from the point of view of the structural analysis of the “Friend” archetype.
The object of the research was to identify the distinctive features of the “Friend” archetype, including the structuring of its visual preferences, behavioral features and stylistic adaptations, in the images of modern fashion and art of the first quarter of the 21st century.
The main task of the research is to catalog the visual and behavioral traits of the “Friend” archetype and its subsequent identification in the system of art and world fashion. The key findings of this study can be applied in analyzing and predicting artistic macro trends in the near future.