Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Art Strategies of Luxury Fashion Brand

럭셔리 패션브랜드의 예술 전략

  • Ye, Minhee (Dept. of Fashion Design, School of Art, Sungkyunkwan University) ;
  • Yim, Eunhyuk (Dept. of Fashion Design, School of Art, Sungkyunkwan University)
  • Received : 2013.11.06
  • Accepted : 2014.04.02
  • Published : 2014.04.30
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Abstract

This study represents "an artialization of fashion" that may be regarded similar to art with a focus on luxury fashion brands. In the $20^{th}$ century, fashion began to share a similar language with art and became a central part in popularizing art. Fashion and art were drawn to each other in mutual fascination. Fashion studies arouse from disciplines like anthropology, sociology and art history as well as from aesthetic experiences and commercial characteristics. Fashion is very complicated phenomenon; therefore, a study on the artialization of luxury fashion brands needs to be approached for aesthetic and commercial aspects simultaneously. This study combines a literary survey with a case analysis of the relation of fashion and art as well as inquires on the artialization of luxury fashion brands based on discourses. The discourses are: first, fashion is an art, second, fashion and art differ in relation to the intention, third, fashion and art have mutual-borrowing. In view of the results achieved in this study, luxury fashion brands can achieve increased effectiveness through art. This study reveals the effects that luxury brands achieve through art versus a discussion on if fashion is art or not and if the relationship is moral or not.

Keywords

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  1. Pastiche of Art-Works in Fashion Advertising vol.40, pp.6, 2016, https://doi.org/10.5850/JKSCT.2016.40.6.1072