복식문화연구 (The Research Journal of the Costume Culture)

  • 제28권5호
  • /
  • Pages.692-704
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  • 2020
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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E-girl과 E-boy 패션 이미지에 나타난 디지털 페르소나

Digital persona in E-girl and E-boy fashion images

  • 어경진 (연성대학교 패션디자인비즈니스과)
  • Uh, Kyung Jin (Dept. of Fashion Design Business, Yeon Sung University)
  • 투고 : 2020.09.09
  • 심사 : 2020.10.18
  • 발행 : 2020.10.31
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초록

The aim of this study is to select MLMA and Noen Eubanks as representatives of Gen Z's unique subculture 'E-girl' and 'E-boy' to analyze fashion images and determine their meaning through the perspective of persona. To conduct this study, a literature review and case studies were combined and fashion images of E-girl and E-boy appearing on social media were analyzed to identify the personas they expressed. A case study of MLMA and Noen Eubanks' Instagram and TikTok account posts showed that grotesque, kitsch, and gender-related images stand out. The digital personae demonstrated by E-girl and E-boy fashion images were demonstrated to be a strange persona that reject perfect beauty and a playful persona escaping from reality and anxiety. Lastly persona of individual identity was shown to be formed. This study provides a basis for understanding and interpreting Gen Z's culture and aesthetics that will lead to future trends. Based on this study, I hope that various studies on E-girl and E-boy apparel will be conducted, and that by understanding the importance of E-girl and E-boy culture for Gen Z (which is paying attention to fashion trends), this can be used as a marketing strategy to consider their characteristics, with data used to inform design development.

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참고문헌

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