Annotation: The principals of fashion positioning and fashion innovations in the communicative space of culture were researched. The dynamics of communicative impulse of the fashion dispositive was determined.

Key words: fashion, communication, dispositive of fashion.

Глобальные проблемы экономики и финансов: тезисы докладов Международной научно-практической конференции (Киев-Москва-Вена, 27 февраля 2015 г.). – Киев, 2015.