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

The Korean Society of Clothing and Textiles (한국의류학회)
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Pastiche of Art-Works in Fashion Advertising

패션광고에 나타난 예술작품의 혼성모방

  • Ye, Minhee (Dept. of Fashion Design, School of Art, Sungkyunkwan University) ;
  • Yim, Eunhyuk (Dept. of Fashion Design, School of Art, Sungkyunkwan University)
  • Received : 2016.07.04
  • Accepted : 2016.11.08
  • Published : 2016.12.31
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Abstract

Over the years, the relationship between fashion and art has received significant attention in fashion studies. This study seeks to research and inquire on the relation of pastiche strategies with art-works in fashion advertising with a focus on luxury fashion brands. Pastiche means 'the exhaustion of creativity' and can be represented in fashion advertising's borrowing of art-works. This study examines the concepts of fashion advertising and pastiche, focusing on the relation between fashion and art. Based on this as a framework, this study examines cases of art-work in fashion advertising, then reveals the effect that luxury fashion brands achieve through art. Unfortunately, every case cannot be confined to pastiche, but drawing on the strategy of pastiche allows us to show how art is being used in advertisement as well as how fashion and art are being changed.

Keywords

References

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