Abstract. The problem of alienation originates in the works of Hegel and Marx. The forms of alienation as a phenomenon are far from the essence of spirit or labour in their content. Hegel’s idea of the “cunning of reason” was embodied by Marx in the concept of the liberation of the man of labour from the conditions of his alienation and enslavement and consists in the revolutionary transformation of society. The economic alienation of a person creates prerequisites for his alienation in other spheres, especially in the sphere of politics. This is vividly demonstrated by many crisis phenomena of the Western civilisation. The main condition for the formation of true freedom is its realisation through cognition and mastery of the situation that determines a person’s choice. The alienation of the use value of the commodity of labour power occurs by converting it into exchange value, and the measure of the ratio of exchange values is represented by money as a means of circulation. Money, as well as fashion, becomes regulators of public relations. 

Keywords: freedom, choice, ideal, law, morality, alienation, commodity, money, fashion