Creativity, Body-Design and Contemporary Fashion: The Deconstruction of the Luxury
?arko Pai?

Abstract
In the article author's attempt is to open the problem why the fashion as body-design in the contemporary world of shifting identities has emerged a key factor in the success of the cognitive and digital economy. I am trying to explain why the early 21st century encompasses the whole area of overlapping impacts of technologies and art sets in terms of cultural and creative industries. The cultural industries encompass creativity, production and commercialization related to the problem of intellectual property protection in the press, publishing, multimedia activities, audiovisual and cinema production; Creative industries, on the other side, comprise preferably understanding of design as the construction of a new world of life in the interaction of art and technology. Since the entire global economy of services and products has associated today with innovations in the digital sphere, it becomes obvious that fashion nowadays significantly has determined from different theoretical and practical perspectives. The activities of applied arts and technology are no more result of emergence a new product, but the creative design of the body, which means that global economy has an integrative role of creating the new values. Visual code of life itself designed the process of creative shaping in the society and culture. Finally, it should be able to present in very broad strokes the paradigm shift from cultural to creative industries based on recent studies in the sociology of communications and media, and interdisciplinary fashion studies in close connection with a new role of luxury today. From the perspective of sociological investigations performed by Gilles Lipovetsky, I have the intention to articulate some basic assumptions on the level of theoretical approach to brand new luxury in the global consumer societies. Instead of disappearance the desire for luxury, there isthe massdemocratization of the desire for haute couture regardingthe all-embracing diversity of luxury today.

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