Аннотация:Metacognitions play an exceptional role in the individual’s organization of internal activity, while social
context has a significant impact on it. Fashion industry, as a social context manifestation, is a form of
standardized mass behaviour and fashion trends are the “voices” that broadcast ideas. Differences in the
preferences and evaluation of trends may indicate a distinction in the fashion industries impact on the
individual. This distinction may be based on metacognitions. In our study, we aimed to understand how
does an individual perceive fashion trends, what role do the features of metacognitions play in this
process? We began with fashion trend analysis. Next, we investigated perceptions about trends, fashion
industry and its meaning through qualitative analysis. To study features of metacognition, we chose
methods to assess metacognitive involvement in the awareness of inner activity, as well as we diagnosed
metacognitive beliefs. We used cluster analysis to create subgroups based on the level of metacognitive
awareness. Our findings show that people with different levels of metacognitive awareness have diverse
perceptions of fashion trends. The differences lie in the assessment and the attached meaning. Therefore,
features of metacognition, namely metacognitive awareness and metacognitive beliefs, play a significant
role in the perception of fashion trends.